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Bauer Hockey Using Retail Store Model To Build Brand, Plans To Open More Locations

A Bauer Hockey exec said that the brand, which last month opened its "first-ever retail store" in Burlington, Mass., views the new venture as "both brand extension and a way 'to share strategies and tactics in our store that will help our retail partners,'" according to Kevin Paul Dupont of the BOSTON GLOBE. Bauer "figures it has the potential to boost sales at its some 1,700 retail partners" across the U.S. and Canada if the retail store model "succeeds." The Burlington store is "glitzy, spotless, and fascinating." But its name, "Own The Moment," dubbed a "Hockey Experience" by a storefront sign, makes "no mention of Bauer, a bit counterintuitive when the idea is to build the Bauer brand." The store's "most intriguing element, by far, is the small ice rink, approximately 30 feet by 80 feet, tucked in one corner." Across the store, there is also "an enclosed shooting gallery, where customers are encouraged to pull on skates, step out on a fake ice surface, and fire pucks." Bauer will "open its second 'Own The Moment' megastore late this fall" in Bloomington, Minn. Bauer Senior Manager of Corporate Communications Tory Mazzola said that the company "plans to have opened 10 such superstores" over the next 2-3 years, "targeting markets such as Chicago, Toronto, and Montreal." He added that Burlington was the first choice "in part because of its proximity" to the brand's New Hampshire HQ, "allowing company officials an easy commute to analyze the new venture" (BOSTON GLOBE, 9/20).

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