pure hockey announces rebranding of total Hockey, hockeygiant stores

HOLLISTON, MASS (Sept. 7, 2017) - Pure Hockey, which also owns the Pure Hockey, Total Hockey, and HockeyGiant brands, announced it will begin rebranding all of its retail stores as Pure Hockey.

Pure Hockey acquired HockeyGiant in September 2015 and acquired Total Hockey in August 2016, giving the company a total of 53 retail locations across the United States, as well as four ecommerce sites specializing in hockey, goalie and lacrosse equipment. HockeyGiant.com will continue to operate as an independent ecommerce site.

"Converting our retail stores to Pure Hockey allows us to start standardizing the customer experience across all of our stores, and better leverage our national scale in areas including distribution, buying and allocation, and advertising to provide maximum value to our loyal customers," said David Nectow, President & Co-Owner of Pure Hockey. "We're working hard to make the transition from Total Hockey and HockeyGiant to Pure Hockey stores as seamless as possible for customers to minimize any disruption to the in-store experience, and all of our customers can rest assured that our commitment to unbeatable service, selection, and shopping experience remains unchanged."

"We're excited about the opportunities this change will offer our customers, employees, vendors, and other strategic partners, as the only nationwide, multi-brand hockey specialty retailer. With a strong brand, best-in-class technologies, and an overall culture of success, we're well positioned for continued growth for many years to come."

Pure Hockey also announced a four-day "Grand Re-Opening" event, running from Thursday 9/14 through Sunday 9/17. The event will celebrate the start of the rebranding process and the launch of the new "Pure Rewards" loyalty program, and will also feature raffles, giveaways, and prizes across all retail locations.

About Pure Hockey, LLC

Pure Hockey is headquartered outside of Boston, MA, and was founded in 2002 by David Nectow and Sal Tiano through the purchase of one hockey retail store in Massachusetts. Pure Hockey has since expanded organically and through strategic acquisitions, and now operates four ecommerce sites and 54 stores under the Pure Hockey/ComLax brands in 18 states across the U.S. Pure Hockey also operates HockeyGiant.com as a separate ecommerce site.