Shop aims to fill gap in market for urban wear

A hat shop offering fitted caps in a range of colours, styles and sizes has opened in St George’s.

Lidz launched in Mullet Bay, in the former Reid’s building, on Saturday and has already enjoyed a brisk trade, particularly with young men looking for something unique.

The target audience is males aged 18 to 35 but young women have stopped in to buy hats too.

In addition to a variety of fitted caps, Lidz sells adjustable Ivy hats, Abercrombie and Fitch, Hollister and trucker hats.

They also stock sneakers, jeans, socks, T-shirts and accessories.

Owner Giovanna Morelli said: “We noticed that there was a gap in the market, an element missing.

Specialty

“Very few places sell hats in Bermuda. In addition, the ones that do have hats have a very limited selection.

“We hope to offer a variety of styles and colours — be a specialty store that has the largest selection of fitted hats and adjustable hats on the island, bar none.

“The store was a culmination of many years’ peddling, building clientele and keeping up with the fashion pulse.

“Any new business must ask a fundamental question — is there a need or want by consumers. The answer so far has been a definitive yes.”

While the name may be similar, Lidz is not an extension of the US hat chain Lids.

Asked why she decided to open in St George’s instead of a more central location, Ms Morelli said: “The truth, rent. Just starting off, it is difficult to open a new entity in Hamilton when the rents are still exorbitantly high, even in an economic downturn.

“Part of the business plan is the sustainable element that ensures longevity and fiscal success.”

She believes the shop will do well in the east end.

Ms Morelli added: “There is no other urban wear store in the surrounding area. You have the locals in St George’s proper as well as the ever-expanding population of St David’s and Hamilton Parish.  

“Will that alone sustain it? Probably not, so we are hopeful that individuals will travel to get the product they want.

 “How many people travel to get a fish sandwich from Butch’s (Art Mel’s)? Plenty.

“Already we have had customers come from as far away as Southampton and Sandys. It has been very encouraging.”

Lidz plans to launch a website early next month so shoppers can buy online.

Sustainable

Prices start from $25 per hat but the fitted New Era hats cost $35. There are a few in the $45 range.

Ms Morelli said: “In order to be sustainable we will move with the market’s needs. Today it is earth tones and next month it could be pastels, it is ever-changing.

“We will also have a selection of Kangol hats and the popular 9 Fifty or ‘Snapback Hat’.

 “We will have a compete line of these in the coming weeks to compliment what we already have in stock.”

Lidz also sells the Monster Dr Dre headphone series, which have been endorsed by celebrities and athletes as the best headphones in the business. There will be seasonal items such as Cup Match hats and T-shirts, school shoes and backpacks, football jerseys for adults and youngsters, football boots and accessories and toys for Christmas.

Ms Morelli said: “We will maintain the focal — hats and caps — while providing occasional items.”

For more information, call 297-LIDZ (5439).