NBA and Hype open stores in London's Carnaby

By

Nigel TAYLOR

Published
Jul 22, 2021

Already a big draw for sports/youth brands, London’s Carnaby neighbourhood has scored another couple of major wins for landlord Shaftesbury. the National Basketball Association (NBA) has opened its first ever UK-based store on Foubert’s Place, while lifestyle brand Hype is opening a concept store nearby at the gateway to Foubert’s Place.

Joining over 100 retail brands in the area, the NBA has opened its first ever UK-based store on Foubert’s Place, while lifestyle brand Hype is opening a concept store nearby at the gateway to Foubert’s Place.

As you’d expect, the NBA store is big, taking a 3,500 sq ft space over two floors, featuring a vast range of official NBA and WNBA merchandise and memorabilia. This includes exclusive NBA products, apparel, jerseys, headwear, sporting goods, toys and collectibles. 

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”. 

Meanwhile, Hype will be open its first ever UK flagship store in August. At 1,550 sq ft and set over two floors, the concept will be transformed into an immersive space while stocking classic loungewear pieces, bags and accessories. 

The immersive element comes with a selfie booth, a reactive game station where prizes can be won, plus a raised floor which doubles as a stage for live performances.

Liam Green, Hype’s co-founder and creative director said that in its 10th anniversary year, “being a primarily online lifestyle brand, we're bringing Hype to reality”. He talked of “a state-of-the-art shopping experience channelling our brand story through innovative experiential retail”. 

And Samantha Bain-Mollison, retail director at Shaftesbury, highlight that NBA’s arrival “creates 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 Adidas Originals’ flagship, Subdued and Size?, plus two more announcements [due] very soon”.