True Sports announced the acquisition of a QC-based goalie equipment manufacturer, Lefevre Inc.
Terms of the deal were not disclosed.
The acquisition will add technology to the company’s R&D portfolio as well as expand True Hockey’s reach into the goalie equipment market segment. True Sports, based in Memphis, TN, is a developer and manufacturer of hockey, golf, baseball and lacrosse products.
“Working with Lefevre is something our entire team is looking forward to,” Chris Considine, president and 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 move 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, including NHL goaltenders.
“We are thrilled to be working with the Lefevre family,” said Steve Sutherland, True Hockey vice president and 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.”
In the coming weeks, True Hockey will be rolling out a detailed strategic plan to its retail partners and consumers for the Lefevre Goalie line, which will include a retail consumer experience with select True Hockey retail partners in 2021.
Photo courtesy Lefevre
