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MEMPHIS, TENNESSEE AND MONTREAL, QUEBEC (September 29, 2020) – TRUE Sports acquired Canadian-based goalie equipment manufacturer Lefevre Inc., in a move that will expand TRUE Hockey’s reach in the goalie equipment segment. The terms of the deal were not disclosed.
“Working with Lefevre is something our entire team is looking forward to,” Chris Considine, President & CEO of TRUE Sports said. “At TRUE Sports, our commitment to improving the player experience has never wavered, and we knew from our first meeting with Lefevre that this was the right move to make. This next chapter will help us continue to be the fastest-growing hockey brand in the world and it will generate additional partnerships with distributors, professional players and influencers.”
As part of the agreement, TRUE Sports will continue to manufacture Lefevre goalie equipment in Canada. All Lefevre employees will be retained and will be moving forward with the business.
“We are thrilled to be starting this endeavor with TRUE Hockey,” Michel Lefevre, President of Lefevre said. “It was important to us that we continued with a company that’s as eager to improve the player experience as we are. It was vital to us that our team be able to retain their current positions, while aligning with one of – if not the most – innovative hockey brand to date. It’s been a natural progression from the start and we’re eager to see what the future holds.”
Both TRUE Hockey and Lefevre currently distribute their hockey product lines globally and are used by elite-level hockey players around the world, including a wealth of NHL goaltenders.
“We are thrilled to be working with the Lefevre family,” said Steve Sutherland, TRUE Hockey Vice President & General Manager. “As a brand rooted in the continuous enhancement of the goalie experience, the Lefevre acquisition is a sign of our commitment to the game and a step forward in our mission to become the most innovative hockey brand in the world.”
TRUE Hockey will be rolling out a detailed strategic plan to its valued retail partners and consumers for the Lefevre Goalie line in 2021, which will include a retail consumer experience with select TRUE Hockey retail partners.
About TRUE Hockey:
True Hockey was established to bring the highest quality materials, the strictest manufacturing processes and the best engineering minds to the ice. TRUE Hockey offers a full line of senior, intermediate, junior, youth and goalie sticks, custom skates, gloves, pants, bags and accessories. For more information about TRUE Hockey Products and where to purchase them go to www.true-hockey.com.
About Lefevre Inc.:
Lefevre started in 1967 making goalie masks in the basement of its family home and created its first pads in 1987. In 2020, Lefevre launched its own line after more than 25 years of manufacturing and designing products for other companies.