E-commerce is playing a bigger role in a new rebranding initiative underway at Hat World Inc.
Hat World, No. 360 in the Internet Retailer Top 500 Guide, and a subsidiary of Genesco Inc., will begin to use its well-known Lids brand across all of its major divisions.
As one part of the rebranding effort, Hat World is renaming its Impact Sports brand, which sells sports uniform and related apparel and offers custom embroidery services, as Lids Team Sports. As part of the new program, Hat World has redesigned and rebranded ImpactSports.com as LidsTeamSports.com.
The newly retooled and rebranded LidsTeamSports.com lets schools and organizations shop by a wider assortment of categories and customize orders, and features new ways to measure and order uniforms.
Hat World also has converted its 37 Sports Fan-Attic stores into Lids Locker Room stores.
“Under the Lids brand umbrella, we are building three, interrelated businesses–the hat business, the fan-oriented specialty chain, and the wholesale team sport business,” says Hat World president Kenneth J. Kocher. “We see lots of synergies in the way we market to this customer with loyalty programs that reward consumers for their overall business with Lids and with a common customer database supporting cross-selling capabilities.”