BRUNT Workwear has opened its first flagship retail store in North Reading, Massachusetts, giving trade workers their first chance to try on the brand’s full line of work boots, apparel and accessories before buying.
The 3,000-square-foot store at 70 Main Street is located one mile from the company’s headquarters. It carries the brand’s complete product range, including its Marin work boot, Torra Pant and Shevlin Hoodie.
“In the trades, having the right gear is like having the right tool in your tool box,” said Eric Girouard, CEO and founder of BRUNT. “Comfort, fit, and performance have to be right, otherwise you are creating risk on the job.”
Store features and layout
The store includes a product timeline tracing the brand’s history and a BRUNT-wrapped NASCAR truck. A hidden room allows customers to meet with BRUNT’s product and insights teams, give feedback on new products and preview upcoming releases.
BRUNT launched in 2020 as a direct-to-consumer brand. Since 2024 it has expanded into wholesale partnerships with Boot Barn, Scheels, Super Shoes and Trav’s Outfitter. The North Reading location is the first store the company fully owns and operates.
Grand opening set for May 2
BRUNT will hold a ribbon-cutting ceremony on Saturday, May 2, from 2 p.m. to 6 p.m. at the store. The event is open to the local community and will include students and faculty from area trade schools, local workers and town officials.
Special guests include two-time Super Bowl champion Rob Ninkovich and Diesel Dave from the Discovery Channel program The Diesel Brothers. The event will also feature live music, food trucks, a beer garden with local brewer Hopothecary and family activities.
Market context
BRUNT says demand for skilled trades workers is at an all-time high. The company says the U.S. workwear market is worth $25 billion.
Each BRUNT product is named after a real worker who helped inspire its design, according to the company.
