Bauer Hockey opens first experience store

Bauer Hockey opened its first-ever Own the Moment hockey experience store. The 20,000 sq. ft. retail store, a subsidiary of Performance Sports Group, is located in Burlington, Massachusetts, a suburb of Boston.

The space includes a 2,500 sq. ft. indoor ice rink where shoppers can test out equipment to their style of game.

"Today is a historic day for Bauer Hockey as we open the first-ever Own the Moment hockey experience," said Rich Wuerthele, exec-VP, Bauer Hockey. "This state-of-the-art retail experience elevates our brand and provides the ultimate Bauer showcase. Through our extensively-trained Bauer personal fit experts, players of all ages will now have the ability to be properly fit with the same expertise and knowledge of those who work alongside the most elite-level Bauer players."

The company plans to open between eight and 10 Own the Moment Hockey Experience stores around the United States and Canada. The second experience location will open in Bloomington, Minnesota, this fall.

Creating and testing unique, in-store shopping experiences is becoming increasingly frequent among retailers to draw in more consumers. For example, Starbucks (NASDAQ:SBUX) is adding unique features to its new location on the Las Vegas Strip, including stadium-like bleachers and a movie-style projector screen. Nike's (NYSE:NKE) recent concept shop in Seattle showcases innovative products and personalized services with a treadmill in the shoe department, sports bra fitting experts, and consultants for pants-hemming and personal styling.

For more:
-See this Performance Sports Group press release

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