Hockey shop teams up with St. Louis company

A Denver hockey and lacrosse retailer is getting a new line mate.

St. Louis-based Total Hockey is buying Denver-based Players Bench, Total Hockey announced Wednesday. The move will give the combined company 32 total stores in 12 cities across the U.S.

In a filmed statement, Total Hockey CEO Michael Benoit said Players Bench was an attractive target in part for its experience in outfitting entire teams, as well as individual players.

“We’ve really focused a lot on the technology side and the omni-channel capabilities, and I think we’re far ahead of any other retailers in the industry on that front,” Benoit said. “Players Bench I think is superior to us on the team sales side, so if we can mold that together, I think we really have a win here.”

Players Bench has eight retail stores between Denver, Colorado Springs, Columbus, Dallas, Madison and Salt Lake City. The 19-year-old company also has an 8,000-square-foot factory in Denver for printing jerseys and other sports apparel. The company pulled in about $12 million in revenues in 2014.

Total Hockey has 24 stores in seven cities and posted revenues of nearly $60 million in 2014. Post-merger, the combined Total Hockey and Players Bench will have more than 800 employees.

Total Hockey and Players Bench have both added lacrosse equipment in recent years. Both Players Bench owner Rick Boh and Benoit said they think the fast-expanding field sport offers a major growth opportunity off of the ice.

“Players Bench puts us in a few really key lacrosse markets that we hadn’t been in before,” Benoit said. “Denver most notably, but Dallas too has some significant growth.”

A Denver hockey and lacrosse retailer is getting a new line…

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