New Era, the renowned American cap brand, is on a mission to further enhance its status as a lifestyle brand following its remarkable success after the Covid-19 pandemic. The company has witnessed a staggering growth in sales, nearly doubling its pre-pandemic figures, demonstrating its consistent upward trajectory over the past few years. While caps remain the primary driver for sales, New Era is also witnessing a rising significance of accessories and apparel in its overall brand growth.

While New Era has long been established as a trusted brand for sports team caps in the United States, it is now expanding its lifestyle culture on a global scale, with a particular focus on Europe. Currently, Germany stands as the brand’s largest market in Europe, closely followed by France and Great Britain. Additionally, the brand’s subsidiaries in Spain and Italy are also experiencing robust growth.

The rich history of New Era is deeply intertwined with American sports, and this aspect will continue to be a fundamental pillar of the brand. Over the past summer, major American sports leagues, including MLB, NBA, and NFL, acquired a stake in the company, highlighting the brand’s deep-rooted connections with the sports industry. Furthermore, New Era received investments from Acon Investments fund, leading to the opening of its capital for the first time in its history. With these newfound funds, the brand is poised to expand its presence in North and South America, as well as Asia, while simultaneously strengthening its network of stores.

In Europe, New Era has strategically shifted its approach, focusing on collaborations with prominent sports, streetwear, and lifestyle retailers. This strategy has proven to be successful, as the brand partners with European sports clubs and federations, which traditionally had their own fan merchandise. Notably, New Era’s collaborations with top soccer clubs such as Manchester United, Tottenham, and Chelsea have yielded impressive results. The brand has also made significant strides in the motorsports sector, providing styling for drivers from esteemed teams such as Alpine, McLaren, and Red Bull.

New Era is more than just a supplier of caps; it offers a diverse range of styles and aims to establish itself as a standalone brand. The launch of the ‘Always On Side’ campaign exemplifies the brand’s commitment to showcasing complete looks and expanding its product range to include hoodies, tracksuits, and varsity jackets.

Moreover, collaborations have proven to be a successful strategy for New Era, prompting the brand to plan multiple collaborations with both local and global resonance in 2023. Noteworthy collaborations with Bisous Skateboards and Saint Laurent have considerably bolstered the brand’s visibility and attracted new consumers.

Looking ahead, New Era’s future plans revolve around continuing its successful collaborations and further expanding its presence in the fashion industry. In 2023, the brand aims to make appearances on fashion week catwalks, solidifying its position as a widely recognized and respected lifestyle brand.

Useful links:

1. New Era Official Website
2. New Era Official Online Store