New ERA Cap Co., Inc.

New Era Cap has all Major League bases covered -- or at least the heads above them. The Koch family-owned company makes the uniform caps of every Major League Baseball and Minor League Baseball team, as well as uniforms worn by high school baseball players. The manufacturer boasts a portfolio of more than 420 licenses, including the 59FIFTY fitted cap. New Era makes 40 million licensed and non-licensed caps a year for sale to celebrities and consumers alike through its flagship stores and retailers, such as Dick's in the US and Aeon in Japan. New Era has offices in Canada, Brazil, Europe, Hong Kong, and Japan, and a plant in the US.

Geographic Reach

The company has 14 mainly retail locations in Australia, Brazil, Canada, France, Germany, Mexico, Hong Kong, Italy, Japan, South Korea, UK, and the US (New York, Florida, California). Through distributors, New Era caps are sold in about 40 countries worldwide.

Sales and Marketing

New Era offers its products through its own retail stores in the US and internationally. Through distributors, its headwear is available in Australia, Guam, Hong Kong, Indonesia, New Zealand, the Philippines, Singapore, South Korea, Taiwan, and Thailand. 

Operations

New Era makes officially-licensed headwear, apparel, and accessories at its plant in Derby, New York.

Best known for being the official on-field cap for Major League Baseball and the National Football League, New Era produces headwear for the National Basketball Association, National Hockey League, Minor League Baseball, Baseball Canada, Little League Baseball USA Hockey Hardwood Classics, Collegiate Licensing Company, TaylorMade, Titleist, Marvel, DC Comics, Warner Brothers, and others.

New Era's operations include an exclusive marketing and distribution partnership with Collegiate Pacific, referred to as the New Era Team Sports Division. Run by Collegiate Pacific, the division provides marketing and order processing expertise to customers in the institutional and sporting goods markets.

Strategy

Expansion in Asia, Europe, and other international markets is supported by New Era's contract with Hong Kong-based Mainland Headwear. Under the agreement, Mainland Headwear manufactures products for the company. The company added a store in New Orleans in 2012.

The company is also looking to expand thanks to a new five-year deal with the National Football League to sell NFL caps, which started in spring 2012. New Era is among seven apparel partners, along with Nike and Under Armour, the NFL picked. The contract marks a victory over Reebok, the adidas AG-owned company that had a lock on the NFL apparel and headwear contract for a decade. New Era anticipates the exposure that the NFL gives their products will translate to increased sales in other categories, which include baseball, college, and lifestyle merchandise.

To extend the reach of its brand, New Era launched RivalsLive.com for hardcore and casual fans.

Company Background

The company was founded in 1920 by German immigrant Ehrhardt Koch. New Era Cap's first retail store opened in New York City in mid-2006.

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New ERA Cap Co., Inc.


160 Delaware Ave
Buffalo, NY 14202-2404
Phone: 1 (716) 604-9000
www.neweracap.com

STATS


  • Employer Type: Private
  • CEO: Christopher Koch
  • CEO: Christopher Koch
  • VP Operations: Jim Patterson

Major Office Locations

  • Buffalo, NY

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