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Hype to open new store in Carnaby following UK-first NBA store launch

Tom Bottomley
21 July 2021

Landlord Shaftesbury has today announced the opening of a first UK store for the National Basketball Association (NBA) at 14-16 Foubert’s Place off London’s Carnaby Street, and lifestyle brand Hype is opening at 5-7 Foubert’s Place this August.

The new NBA store, opened in partnership with Fanatics, the American online retailer of licensed sportswear, features a vast range of official NBA and WNBA merchandise and memorabilia, including exclusive products, apparel, jerseys, headwear, sporting goods, toys and collectibles.

The store is set over 3,500 sq ft over two floors. Operated by retail giant Lids, which is partly owned by Fanatics, it builds on Lids’ physical retail expertise that aims to provide fans with an authentic NBA shopping experience which includes a customisation service where visitors can personalise jerseys and hats.

Carnaby Street

The Hype concept store is located on a prime corner unit at the gateway to Foubert’s Place. At 1,550 sq ft and set over two floors the store will be transformed into an immersive space and will stock classic loungewear pieces, bags and accessories.

A selfie booth and a reactive game station where prizes can be won, plus a raised floor which doubles as a stage for live performances, form part of the new store.

Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “We are delighted NBA has chosen Carnaby for their first UK store, creating a dynamic experience with merchandise only available to buy in this location. Hype is also a very exciting addition that will bring constant collaborations to the store as well as selling full collections. Foubert's Place is an exciting pitch for brands with the adidas Originals flagship, size? and Subdued - plus two more announcements very soon.”

NBA EME Director of Global Partnerships, Steve Griffiths, commented: “Ahead of our 75th anniversary season, we are excited to welcome fans to the first NBA store in the UK. UK fans are true connoisseurs of the game, and through our partnership with Fanatics, fans of all ages will be able to celebrate their love of the NBA with an extensive range of official and exclusive merchandise.”

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