Skip to main content

Largest U.S. hockey retailer launches store rebranding


Pure Hockey is converting its various store banners to its namesake brand.

The company, which owns the Pure Hockey, Total Hockey, and HockeyGiant brands, 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, along with four e-commerce sites specializing in hockey, goalie, and lacrosse equipment.

"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 and 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."

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.

Pure Hockey is headquartered outside of Boston, and was founded in 2002 by David Nectow and Sal Tiano through the purchase of one hockey retail store in Massachusetts. It has since expanded organically and through strategic acquisitions, and now operates four ecommerce sites and 54 stores in 18 states across the U.S.

This ad will auto-close in 10 seconds