MLB enlists Legends to run first US retail store

October 16, 2019

via SportsPro

Major League Baseball (MLB) has announced plans to open its first permanent US retail location next summer in New York City.

The 17,000 square-foot MLB Flagship Store will be spread over two floors and located on the Avenue of the Americas in the heart of Manhattan.

The store will sell officially licensed merchandise from all 30 MLB teams and authenticated game-used memorabilia, while it will also offer unique New York City products along with customisation options.

“This new retail location in a busy area of Manhattan gives us another unique way to market our players and teams and help continue to grow the sport,” said Tony Petitti, MLB deputy commissioner, business and media.

MLB has enlisted hospitality, sales and experiential agency Legends to operate the store, while Legends Project Development has been tasked with overseeing the design and construction of the new space.

“Building an iconic retail footprint in the United States’ most dynamic city, celebrating America’s greatest pastime is a significant moment for our company,” added Legends president and chief executive Shervin Mirhashemi. “Off the strength of our deep experience in merchandise solutions, we are committed to creating an unparalleled shopping experience for baseball fans worldwide.”

See also: News