19 December 2025, Mumbai
American lifestyle brand New Era has launched its second Exclusive Brand Outlet (EBO) on 1.6 million sq ft in Lakeshore Y-Junction Mall , Kukatpally, Hyderabad. A part of a high-stakes licensing pact with Metro Brands (MBL), this launch signals New Era's transition from a kiosk-centric ‘discovery’ brand to a full-format retail powerhouse. Positioned in a high-density IT hub, the store is a direct play for the region’s Gen Z demographic, who prioritize self-expression through ‘statement accessories.’
Fueling the streetwear transformation in India’s Silicon Valley
This move into Kukatpally by New Era is statistically driven as 37 per cent of Indian Gen Z consumers now identify streetwear as their primary style aesthetic, contributing to a domestic market projected to grow at a 12 per cent CAGR through 2030.
By deploying a 1,000+ sq ft format, New Era is moving beyond its iconic headwear to include technical apparel and limited-edition drops - a category where 85 per cent of Indian youth report a willingness to ‘splurge.’ This ‘accessory-led’ model uses the cultural weight of the 59FIFTY fitted cap as a gateway to capturing a larger share of the $50 billion Gen Z fashion spend.
For Metro Brands, the New Era expansion is a critical pillar of its Q3 FY26 growth strategy. Despite a slight dip in quarterly PAT to Rs 69 crore due to prolonged monsoons, MBL reported a 11.2 per cent growth in Y-o-Y revenue, driven largely by a 39 per cent jump in e-commerce and omni-channel sales. The ‘phygital’ model - using kiosks to test micro-market viability before committing to EBOs - allows MBL to mitigate the operational risks of ‘GST 2.0’ price realignments while maintaining a premium EBITDA margin of 26.2 per cent.
Founded in 1920 in Buffalo, New York, New Era has evolved from a local hatmaker into the global titan of sports headwear. As the exclusive on-field cap provider for Major League Baseball (MLB) and a top-tier partner for the NFL and NBA, the brand holds over 500 licenses, making it a staple of both professional sports and global hip-hop culture.
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