North Reading, Mass. — BRUNT Workwear, the boot and apparel brand for modern trade workers, has opened its first flagship retail store, marking a major milestone in the company’s rapid expansion from a direct-to-consumer powerhouse to an omnichannel retailer. Situated at 70 Main St. in North Reading, Mass., the new 3,000-square-foot storefront introduces a new kind of retail experience all under one roof.
Since launching at wholesale stores across the country with a selection of its core product assortment in 2024, BRUNT has grown its physical retail presence in partnership with some of the nation’s leading workwear retailers, including Boot Barn, Scheels, Super Shoes and Trav’s Outfitter. Located just 1 mile from the company’s global headquarters, this new store is the first wholly owned BRUNT retail experience, providing customers with their first opportunity to experience BRUNT’s full range of work boots, apparel and accessories in a retail environment.
“In the trades, having the right gear is like having the right tool in your toolbox,” says Eric Girouard, CEO and founder of BRUNT. “Comfort, fit and performance have to be right, otherwise you are creating risk on the job. This is why we’ve always made it easy for our online customers to handle exchanges or returns at no cost, and why we’ve consistently grown our wholesale footprint across the country over the last two years. Now with our first flagship retail store, we have the opportunity to let our customers experience our full product line in a space that was built for them.”
The store was designed with a BRUNT-wrapped NASCAR truck, a visual timeline of the brand’s history, and includes a hidden room where consumers can engage with BRUNT’s product and insights teams to give feedback on new product and get a sneak peek at what’s coming next. The result is more than a place to shop; it’s also an immersive environment that showcases the brand’s spirit and BRUNT’s dedication to creating customer-first touchpoints that are authentic to modern tradespeople.
Launched in 2020, BRUNT Workwear is retooling the way the workwear industry works by collaborating with trade workers to develop boots and apparel that provide the best performance, durability and comfort hard-earned money can buy.
SOURCE: BRUNT Workwear