The hat retailer will change its product mix to reduce sports licensed caps to about 50% of its sales from 75% currently, while ramping up branded caps and exclusive collaborations, the New York Post reported. Over the past couple of years, management at Lids’ former owner Genesco had frequently lamented the absence of a strong headwear trend to jumpstart moribund sales and drive store traffic. Now Lids’ new owners Fanatics and Ames Watson, which acquired the chain in Feb., have decided to create that trend themselves with a pivot away from sports licensed caps towards branded and streetwear. The assortment ... Log in to view full article.