BRUNT Workwear’s Bold Leap From Clicks to Bricks in Booming Trades Market

NORTH READING, MA – April 30, 2026 – In a significant move that bridges the digital and physical worlds, BRUNT Workwear today announced the grand opening of its first-ever flagship retail store. The 3,000-square-foot space, located at 70 Main Street in North Reading, Massachusetts, marks a pivotal evolution for the brand, which skyrocketed to prominence as a direct-to-consumer (DTC) powerhouse. The launch comes at a critical juncture, as the demand for skilled trades reaches an all-time high, fueling a competitive $25 billion workwear industry.

From Digital Darling to Omnichannel Force

Launched in 2020, BRUNT Workwear quickly carved out a substantial niche in a market dominated by heritage brands. By leveraging a digital-first strategy and fostering a direct relationship with trade workers, the company achieved a staggering growth trajectory. After reporting an average month-over-month growth of 63% in its first year, BRUNT announced its third consecutive year of triple-digit growth by early 2024 and was on track to achieve $146 million in revenue that year.

This rapid expansion stands in stark contrast to the more modest growth of established competitors. While giants like Carhartt see steady single-digit growth, other major players have faced headwinds; Wolverine Worldwide's work-focused group, for instance, reported a revenue decline in fiscal 2025. BRUNT’s aggressive growth rate lends credibility to its reputation as one of the fastest-growing brands in the sector, making its strategic pivot to physical retail a closely watched development.

The new flagship is the culmination of a deliberate omnichannel strategy that began in 2024 with a push into wholesale partnerships with national retailers like Boot Barn and Scheels. However, the North Reading store, situated just a mile from the company's global headquarters, is its first wholly-owned retail venture. It provides the first opportunity for customers to experience BRUNT's complete product line—from the best-selling Marin work boot to the popular Torra Pant and Shevlin Hoodie—in a single, dedicated environment.

“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. 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."

Capitalizing on the Skilled Trades Surge

BRUNT’s investment in brick-and-mortar is strategically timed to capitalize on a powerful economic trend: the surging demand for skilled labor. The U.S. is home to approximately 23.5 million tradespeople, a workforce growing at a rate of 3% annually. However, trade associations like the Associated General Contractors of America (AGC) consistently report severe labor shortages, underscoring a critical need for a new generation of skilled workers.

This labor boom directly fuels the workwear market. The growing workforce, coupled with increasingly stringent workplace safety regulations, has created a robust demand for durable, high-performance, and compliant gear. The rise in nonfatal workplace injuries, which totaled around 2.6 million in 2023 according to the Bureau of Labor Statistics, further emphasizes the necessity of quality protective equipment. By establishing a physical presence, BRUNT is positioning itself to better serve this expanding and essential segment of the American workforce.

A New Blueprint for Experiential Retail

More than just a store, the North Reading location is conceived as an immersive experience. The space features a BRUNT-wrapped NASCAR truck and a visual timeline of the brand’s history, immediately grounding visitors in the company's culture. Yet, its most innovative feature may be a 'hidden room' where customers can meet directly with BRUNT's product and insights teams.

This unique forum for co-creation allows tradespeople to give direct feedback on new products and get a sneak peek at future developments. It’s a physical manifestation of the brand’s core philosophy of developing gear with workers, not just for them—a practice already embedded in its tradition of naming products after the real workers who inspired them. This approach transforms the retail space from a simple point of sale into a hub for gear development and innovation, fostering a level of brand loyalty that traditional transactional retail often struggles to achieve.

More Than a Store: A Hub for the Trades Community

BRUNT is cementing the store’s role as a community anchor with a grand opening celebration scheduled for Saturday, May 2nd. The event is designed to bring together the entire local ecosystem, from students and faculty at area trade schools to local workers and town officials. Special appearances by brand partners, including two-time Super Bowl champion Rob Ninkovich and Diesel Dave of the Discovery show The Diesel Brothers, are expected to draw significant crowds.

With live music, food trucks, and a beer garden featuring local brewer Hopothecary, the celebration underscores the brand’s commitment to being an active and integrated part of the community. This focus on engagement is not only a powerful marketing tool but also a driver of local economic activity, promising increased foot traffic for neighboring businesses in North Reading.

By building a physical space dedicated to product discovery, feedback, and community, BRUNT is making a bold statement. The new flagship store is a testament to the idea that in the modern economy, the most successful brands don't just sell products; they build authentic relationships and foster a genuine sense of community around a shared purpose.