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Pure Hockey to Open at The Lights in West Fargo 

December 4, 2023

 Projected opening will be Summer 2024 

(December 1, 2023 – West Fargo, ND) EPIC Companies announced today it has leased the last remaining first floor 8,000 commercial square feet of space at ENVY at The Lights to Pure Hockey, the largest hockey equipment retailer in the United States. Pure Hockey will occupy the space next to the WF Dive Bar and The Lights Event Center on the west side of Essentia Health Plaza at The Lights beginning next summer. 

“EPIC Companies is proud to provide the commercial space to Pure Hockey’s first retail location in North Dakota,” said McKenzy Braaten, Chief Communications Officer at EPIC Companies. 

Pure Hockey has been a long-valued partner to many organizations in the area, including West Fargo Youth Hockey, West Fargo Stampede, and Fargo Moorhead Adult Hockey Club, providing team sales services that range from youth learn-to-play packages to custom uniforms and team gear. With over 70 retail locations across the country, Pure Hockey continues to strengthen its commitment to serving the hockey community with the largest selection of the highest quality hockey equipment, exceptional customer service, and unwavering support for the growth of the sport. 

“The sport of hockey is continually growing in our region as more youth continue to get involved. We are excited to have such a strong household name that will be available for the athletes to utilize right on site before, during, and after games,” said McKenzy Braaten, Chief Communications Officer at EPIC.” 

Pure Hockey has earned its reputation as the go-to destination for hockey players, coaches, and fans, offering the largest and most comprehensive selection of hockey equipment, including the biggest brands in the industry. From skates and sticks to protective gear, training, and apparel, 

Pure Hockey has everything players of all ages and skill levels need to perform their best on and off the ice. 

“We are excited to bring the Pure Hockey experience to West Fargo,” said David Nectow, CEO of Pure Hockey. “Our goal has always been to provide the best shopping experience, equipment, and resources and support the development of all hockey players. With the opening of our West Fargo store, we are expanding our reach to serve even more members of the hockey community in this region.” 

Pure Hockey will have Essentia Health Plaza at The Lights and the West Fargo Sports Arena outside their front and back door. These are managed and operated by local non-profit West Fargo Events. West Fargo Events hosts numerous hockey tournaments and games throughout the year at both locations. 

“West Fargo Events is excited to have a major hockey retailer putting down roots into our community. With the nationwide reputation of Pure Hockey combined with our busy local hockey and skating activity there couldn’t be a better match for The Lights Entertainment District. Welcome to the neighborhood!” said Mike Amundson Executive Director at West Fargo Events. 

Pure Hockey will be located at 360 32nd Ave W, Suite 150, West Fargo, ND 58078 in ENVY at The Lights. A grand opening celebration at this location will take place next summer. 

“The City of West Fargo welcomes Pure Hockey to our community. As the hockey community continues to grow the excitement and synergy for the largest retailer of hockey equipment in the US now gets to join The Lights retail development. This is sure to be a destination shopping experience and we look forward to the opening of this West Fargo location,” stated Casey Sanders-Berglund, Economic Development Manager at City of West Fargo. 

For more information about Pure Hockey and its offerings visit

About EPIC Companies 

EPIC Companies is a North Dakota based investment, development, and management firm with locations in Bismarck, Minot, and West Fargo. Its mission is enhancing communities through innovative development and portfolio includes 35+ mixed-use buildings, more than 350,000 commercial square feet and 1,000+ residential units in North Dakota and western Minnesota. Visit for more information. 

About Pure Hockey 

Pure Hockey is headquartered outside of Boston, MA. The company was founded in 1994 and was acquired by David Nectow and Sal Tiano in 2008. Nectow and Tiano started their hockey business in 2002 with the purchase of one hockey retail store in Massachusetts. Pure Hockey 

has since expanded organically and through strategic acquisitions and now operates two ecommerce sites and over 70 stores in 26 states across the U.S. under the Pure Hockey and Pure Goalie brands. Pure Hockey is the Official Hockey Equipment Retailer of USA Hockey and the Retail Partner of the NHL/NHLPA’s Learn to Play Program. 

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