September 8, 2017

Holliston-based hockey retailer to rebrand stores

Pure Hockey's location include this store in Marlborough.

Pure Hockey, LLC, a Holliston-based national retailer of hockey equipment, announced Thursday that it is rebranding all of its stores as Pure Hockey.

The company acquired two competitors in the last two years -- HockeyGiant and Total Hockey -- giving the company a total of 53 retail locations across the country and four web stores. Those HockeyGiant and Total Hockey locations will now carry the Pure Hockey name.

Beginning on Sept. 14 through Sept. 17, the company will launch reopening events at its stores and a "Pure Rewards" loyalty program.

In a statement, President and Co-owner David Nector said the move will allow the company to start standardizing the customer experience and boost the company's distribution, buying and advertising power.

The company operates dozens of stores throughout the country, but primarily in the Northeast and in Marlborough, Franklin and seven other locations in the state.


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