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Credit: Merry Hill
Credit: Merry Hill


Sovereign Centros has announced the opening of Lids, a leading global retailer specialising in licensed sports and fashion-oriented headwear and apparel, at retail and leisure destination Merry Hill. The regional debut caps off a successful period, with more than 16,258 sq m of new deals secured in the calendar year at the destination.

Spanning 86 sq m, the new Lids at Merry Hill is the retailer’s first in the West Midlands. Lids offers an immersive shopping experience of extensive licensed and branded merchandise. Focused on jerseys and headwear, Lids adds a unique element to the fashion at Merry Hill. Lids is known for its signature Custom Zones, allowing consumers the opportunity to custom embroider a hat or apparel piece of their choice in-store, including from the retailer’s numerous options of player numbers and autographs.

This opening follows a successful year of leasing for Merry Hill, with leading retailers such as Ted Baker and Kurt Geiger taking new stores within the destination. Hollywood Bowl has also been secured; the brand’s 3,344 sq m space is set to launch next summer. In addition to new signings, several of Merry Hill’s existing brands have committed to lease renewals and refits, with the likes of H&M, Beaverbrooks, and HMV undertaking significant store refurbishments in 2022.

Credit: Merry Hill

Alistair Winning, Asset Manager at Sovereign Centros, commented: “The tenant mix at Merry Hill has evolved significantly in the last 12 months, exemplified by the addition of Lids. They bring a unique fashion element to the destination, as a globally renowned retailer of increasingly popular sportswear, that can’t be found anywhere else in the region. The strength of Merry Hill is also showcased by the sheer volume of lease renewals and store refurbishments this year.”

Lids President, Britten Maughan has added: “We offer a large assortment of hats and jerseys and carry top brands like Nike, New Era, adidas and Mitchell and Ness. With over 1,000 hat options to choose from we immediately become the best place to buy a hat!”

Merry Hill is well into the swing of Christmas, with a programme of events and activations taking place throughout November and December. This includes performances by an 80-strong community choir, well-known local artists from Birmingham venue The Jam House, entertainers and seasonal sustainability initiatives.

JLL and Time Retail Partners represent Merry Hill.