New Era launches first high street store in Portugal

New Era, the American hat and apparel brand, has expanded its presence in Portugal with the opening of its first flagship store on Rua do Carmo, one of Lisbon’s main shopping streets. The launch also marks the brand’s first high-street location in the country. New Era entered the Portuguese market in 2021 by opening its first store at Centro Colombo.

The new store opening results from New Era’s partnership with retail partner Experience Group, which focuses on physical retail strategies and expands the brand’s brick‑and‑mortar presence. The launch forms part of New Era’s ongoing commercial expansion across the EMEA region, with additional store openings planned for 2025, the brand said in a statement.

The flagship store, spanning 75 square meters, offers a complete range of New Era products, including hats, clothing, and accessories from its key licensing partnerships. The space also features a personalization station where customers can customize hats and apparel with heat-seal stickers and embroidery.

Founded in 1920 and headquartered in Buffalo, New York, New Era is the manufacturer of the “world’s finest hats,” produced by hand. The brand holds more than 500 licenses and offers designs for major American sports leagues, including Major League Baseball, the National Football League (NFL), the National Basketball Association (NBA) and the National Hockey League (NHL), as well as global sports properties such as Manchester United, McLaren F1 and the Ryder Cup.

In addition to its new flagship and the Centro Colombo location in Lisbon, New Era also operates a point of sale at the Via Catarina shopping center in Porto. The brand is now present in over 80 countries worldwide with a portfolio that spans hats, clothing and accessories.