New Era to open flagship store on London’s Oxford Street

New Era is set to open a flagship store at 386 Oxford Street in London after signing a 10-year lease.

The heritage sports and lifestyle brand will occupy the entire corner building, taking over 2,500 sq ft of space across basement, ground, and four upper floors. The store will sit adjacent to Selfridges and close to Bond Street Station, providing New Era with a highly visible position at the western end of Oxford Street.

Founded in 1920, New Era has evolved from a family-owned cap manufacturer into a global brand. Best known for its 59FIFTY cap and its longstanding partnerships with major US sports leagues, the brand has become a staple of professional sports and streetwear culture.

Callum White, associate director in retail at Savills, which acted on behalf of the landlord, said: “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.”