With its “no name” trademark, a Quebec company allows several thousand Quebec hockey players to have sticks at a better price.
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Force Hockey sells sticks that have the same characteristics as those found in well-known brands in the world of hockey. The big difference is the absence of branded or colored tights.
They are black in color with a palette of a different color. Nothing more. In terms of price and quality, Force Hockey sticks are able to compete with the major manufacturers.
“I call it the President’s Choice or the nameless of hockey,” says Force Hockey CEO, Hugo Lacasse.
It was after meetings with the managers of different equipment chains that he decided to change his business model a few years after his appearance on the show. The Dragons in 2015.
“They advised me to sell directly to consumers or to leagues without having an intermediary,” adds Mr. Lacasse. With the Force Hockey brand, it worked well. However, it works even better since there are no marks on the sticks.
“My turnover has exploded since hockey resumed at the end of the pandemic. We want customers to pay for the quality of the product and not for a trademark.”
No $400 sticks
When we consult the Force Hockey sales site, we notice that there are no sticks for $400 or $500. All models are sold between $160 and $200.
“When inflation hit, we became a more affordable solution for consumers,” says Mr. Lacasse.
The business model has encountered obstacles in recent weeks with the weakness of the Canadian dollar. And the reason is simple. Force Hockey pays its Chinese manufacturer for its sticks in US dollars.
-“I continued to keep the same prices despite the exchange rate getting in my way,” adds the businessman. I’d rather do volume than make more profit per stick. I stayed focused on my model.”
Hugo Lacasse does not sell $400 sticks in his store or on his online sales site.
Photo provided by Force Hockey
A stubbornness that pays off because he now sells more than 10,000 sticks per year. And this, despite the competition which is very fierce in the equipment sector.
“We’re a bit like a Gallic village,” notes Hugo Lacasse. Sticks represent 95% of our turnover. We do not intend to launch into the sale of several other pieces of equipment. We would shoot ourselves in the foot.”
Attract young people
When they watch an NHL game or a photo of a player, young people want to know the company that manufactures their sticks or pieces of equipment.
Since no trademarks appear on its products, Force Hockey has had to be creative with its young potential customers.
“We had difficulty getting young people interested. We decided to use influencers to reach them on social networks.
“They do analyzes that help us make our product known. Our hockeys are less expensive and parents are happy because they are the majority who pay.”
Force Hockey in a few figures
- Founded in 2003
- Based in Lévis, a suburb of Quebec
- 10,000 sticks sold per year
- 30 points of sale in Quebec, Canada and Europe
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