Sher-Wood

Overview

Sher-Wood is a Canadian brand of ice hockey equipment, specializing in sticks, protective gear, and licensed products. It serves players from recreational to NHL levels and is part of Canadian Tire's hockey brand portfolio alongside Hespeler and Victoriaville. The brand originated in 1949 and focuses on manufacturing and distributing gear used by professionals like Jacob Trouba.

History

Founded in 1949 in Sherbrooke, Quebec, by Léo Paul Drolet through Sherbrooke Woodcraft, initially producing wooden hockey sticks. In 2014, Sher-Wood Athletics Group acquired the assets of Sher-Wood Hockey Inc. from Callidus Capital. In 2018, Canadian Tire Corporation purchased the trademarks via INA International, transitioning it to a brand under their ownership.

Product Lines

Manufacturing

Products were originally manufactured in Sherbrooke, Quebec. Current production details are not specified, but the brand maintains design and quality control from its Canadian base. Some manufacturing may be outsourced internationally.

Notable Products

• NHL Official Puck - Official puck supplier to NHL, AHL, and ECHL through licensing.
• Sher-Wood Composite Sticks - High-performance sticks used by NHL players like Tomas Plekanec.
• Wooden Ice Hockey Sticks - Traditional laminated wood sticks from the brand's early heritage.
• Player Skates - Ice skates designed for competitive and recreational hockey.

Reputation

Sher-Wood is respected among hockey players for its durable sticks and official NHL licensing, with pros relying on its gear for performance. Enthusiasts value its Canadian heritage dating to 1949. Some note it competes in a crowded market dominated by Bauer and CCM, with mixed feedback on innovation in recent composite models.