Photo by Michael Caples/MiHockey

Bauer set to launch retailer locations this summer

Photo by Michael Caples/MiHockey
Photo by Michael Caples/MiHockey


By @MichaelCaples –

This summer, Bauer will open their own stores.

The hockey equipment company announced today that they are in the midst of creating new “Own the Moment” retail experiences, first in Burlington, Mass., by the summer and then one in Minneapolis by the fall.

“We’ve been elevating player performance at every level of the game since 1927, and today we’re excited to take this innovation to new heights by giving consumers an in-store BAUER experience that they’ve never seen before in the industry,” said Rich Wuerthele, executive vice president, hockey, in a release.  “Similar to other premium brands that have entered retail, offering the full depth and breadth of our products in one place allows us to tell our unique stories in a way that only we can and helps strengthen the surrounding hockey retail environment. The Bauer Hockey ‘Own The Moment’ retail experiences will be living representations of our brand.”

Bauer aims to have six to eight locations constructed in the U.S. and Canada over the next several years, with the company saying they expect the Bauer-exclusive stores to improve their overall business and the stores to be profitable within the first 18-24 months.

From the release:

Built to inform and inspire hockey players, each BAUER retail experience will have expertly trained associates to guide each consumer through a “fit, learn and experience” process,”  The process includes understanding the player’s needs, a customized fit based on the athlete’s style of play and the opportunity to try-before-you-buy on an indoor ice rink that will be housed inside the retail experience.  The BAUER in-store fitting protocol and experience will be personalized for the entire hockey community, including players of all ages and abilities.

“The BAUER retail experience is designed around every hockey consumer’s needs and will fully showcase our technological advancements, how our products work together and the benefit of selecting equipment that is fine-tuned for your game,” Wuerthele said.  “At each BAUER retail experience, we’ll be able to provide in-depth ‘under the hood’ insights into the protection and performance of each product, while fitting each player with similar tools and techniques that we use to properly fit the best athletes in the world.”

Bauer also said that the retail locations will feature “events and initiatives for players, parents and the overall hockey community,” along with educational tools and support for families of new players.