New Era expands in India with second EBO launch in Hyderabad
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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