Heritage sports and lifestyle brand New Era has signed a 10-year lease for a flagship store at 386 Oxford Street, London, with Savills acting on behalf of the private landlord.
The brand will occupy the entire corner building, comprising more than 2,500 sq ft across basement, ground and four upper floors. Located adjacent to Selfridges and close to Bond Street station, the site will provide New Era with a highly visible presence at the western end of Oxford Street.
Founded in 1920, New Era has evolved from a family-owned cap manufacturer into a globally recognised brand at the forefront of sport, fashion and culture. Best known for its iconic 59FIFTY cap and its longstanding partnerships with major US sports leagues, the brand has become a staple of both professional sport and streetwear culture worldwide.
Callum White, associate director in Retail at Savills, comments: “The momentum on Oxford Street is accelerating, with the upcoming pedestrianisation acting as a powerful magnet for global retailers. New Era’s arrival is another vote of confidence in this shifting energy, proving that top brands are eager to plant their flags ahead of a reimagined, traffic-free environment.”
