New Era caps are sold at large retail chains, but the company also contracts with independent retailers who wish to carry their products. The company's first flagship store opened in May 2006 in New York City's SoHo district. In November 2006, a second flagship store opened in the company's hometown of Buffalo, New York. A third store followed opening in London in spring 2007. In August 2007, the company's Toronto store, on Queen Street West, and Atlanta store, on the corner of Cone and Luckie, opened. More recently, New Era opened two more European Flagship stores, one in Berlin and another in Birmingham.
In March 2007, New Era changed the on-field cap in American baseball. Instead of the 100% wool caps players were used to, the company introduced caps made of 100% Performance Polyester. These alterations marked the first major change to the classic baseball hat in over twenty years. The new hats also include a black under-brim (to help reduce glare) as opposed to the old gray colored under-brims, as well as a black sweatband instead of the old white sweatbands.
Along with the 59Fifty, New Era produces styles like the 49Forty, 39Thirty, 29Twenty, EK, Capture the Flag, and also designs women's and kids' caps. They are often referred to as "Fitted Caps".
- The 49Forty is fitted, has a lower profile than the 59Fifty, and has a more casual, collegiate look.
- The 39Thirty is a strength fit cap, and is used by MLB as the batting practice cap.
- The 29Twenty is an adjustable, unstructured cap.
- The EK line consists of designed premium hats and caps.
- Capture the Flag headwear is designed by celebrities and sold exclusively through boutiques in select cities around the world and only produces 288 of each cap designed.
On November 21, 2006, New Era moved its headquarters from the Buffalo suburb of Derby to its new, renovated home in the former Federal Reserve Building in downtown Buffalo.
New Era has had two labor situations in its 88-year history. In 2001, with the Communications Workers of America and in 2007/2008 with the International Brotherhood of Teamsters.
In the summer of 2007, New Era voluntarily pulled three styles from shelves across the country because the designs on the caps were seen to be gang-related. A New Era spokesperson stated that the company does not market to gangs and when notified by activist groups and public officials, the company took immediate action.