Blues unveil new STL Authentics retail brand and shopping experiences

ST. LOUIS - The St. Louis Blues and retail partner Rank + Rally have launched STL Authentics as the official banner for all Blues retail experiences, including several new and expanded spaces throughout Enterprise Center's Summer 2018 renovation project.
Fans may recognize the STL Authentics brand from its online origins, STLAuthentics.com. It now serves as the new identity for a relocated, more spacious arena team store, customized retail shops on the club level and mezzanine, pop-up retail outlets, and an enhanced STLAuthentics.com online shop.

"STL Authentics really resonated with fans when we teased it last year, and as we move into a new era for the team and arena, we see it as a powerful brand to bridge our heritage and future," said Steve Chapman, Executive Vice President and Chief Revenue Officer of the St. Louis Blues. "This season, we evolved and expanded STL Authentics to deliver larger stores, more convenient shopping experiences, and more customized products in a way that feels genuine to the Blues and St. Louis community."
"The best retail experiences in sports and entertainment celebrate what makes a community unique, and unite fans around common traditions," said Alison Weber, Chief Creative Officer of Levy, Rank + Rally's parent company. "That's the core of STL Authentics. We're buying more locally made and designed products, and offering them to fans in environments designed and styled to make Blues fans feel at home. We're also continuously listening to fans so we can introduce new products throughout the season."

Highlights of the new STL Authentics retail banner include:
Brand new STL Authentics team store
The new, 4,100-square-foot premier Blues retail outlet has moved spaces inside Enterprise Center and doubles the size of the old store. Clean-cut, modern fixtures and lighting, floor-to-ceiling windows, and striking environmental graphics deliver the feel of a true Blues brand house, offering an unparalleled collection of apparel and gear. The team store is open Monday through Saturday from 10 a.m. to 5 p.m., and Sunday from Noon to 5 p.m.
Designs and collections by St. Louis, for St. Louis
STL Authentics shops feature several exclusive and locally-curated product collections from the likes of The Normal Brand and Lusso, as well as special designs from Kyle Lucks. Limited edition designs, like the "Straight Outta SoCo" T-shirt will drop throughout this season.
Customized shops on all levels of Enterprise Center for the first time
The main concourse team store and north store, club level premium shop, mezzanine store, and pop-up kiosks extend STL Authentics to all areas of the arena for the first time ever. Each store was designed with its own feel and product collection.
Redesigned STLAuthentics.com online shop
STLAuthentics.com, St. Louis sports fans' one-stop online shop for fan gear has been completely redesigned, reflecting the new brand feel. The shop also features a wider product assortment and simplified shopping experience.