New Era strengthens its presence in the UK with the opening of a new store on London’s iconic Oxford Street. Located at 386 Oxford Street, the latest retail destination places the global lifestyle brand in one of the capital’s busiest shopping areas, offering more than 117m2 of retail space spread across three floors. The opening forms part of New Era’s wider retail expansion across the region, bringing its extensive headwear, apparel and accessoires offering closer to London’s streetwear and sports culture.
The store brings together the brandd’s core collections alongside products from some of its most recognisable licensing partners, including MLB, NBA, NFL, Oracle Red Bull Racing and Williams F1 Team. Visitors can explore New Era’s latest releases across its key headwear silhouettes, alongside seasonal apparel and accessories. The ground floor offers a curated selection of the brand’s main collections, with a dedicated area reserved for products exclusive to the Oxford Street location.
Three Floors of Headwear, Apparel and Customisation
The store’s interior follows a contemporary approach, with light silver fixtures, clean product displays and merchandising creating a consistent environment across all three levels. Each floor has its own focus, allowing customers to explore different parts of New Era’s offering while discovering the brand’s wider approach to personalisation.
Downstairs, the basement houses a broader seasonal selection of headwear and apparel, centred around permanent customisation space. Here, customers can personaliser their caps through embroidery and a selection of exclusive, custom-designed store patches. The experience brings an additional layer to New Era’s retail concept, allowing shoppers to move beyond ready-made designs and create something that reflects their own style.
The first floor is completely dedicated to the 59FIFTY, one of New Era’s most recognisable cap silhouettes. Presented in a bespoke environment, the space places the iconic fitted cap at the heart of the store, with an additional customisation offering further opportunities to personaliser individual pieces.
Expanding New Era’s Retail Presence
For New era, the Oxford street opening represents an opportunity to bring its different collections and experiences together in one destination. From its long-standing connections with American sports leagues to its growing presence across motorsports and lifestyle culture, the store reflects the breadth of a brand whose headwear has become a part of everyday wardrobes.
“Oxford Street is one of the world’s most recognised retail destinations, making it the perfect location for New Era,” says Patrik Söderström, Vice President EMEA at New Era. “The store brings the breadth of New Era together under one roof, from our most iconic silhouettes and latest collections to exclusive product and customisation.”
The new New Era store is located at 386 Oxford Street, London, W1C 1JT.
