Brookstone opens new headquarters in Nashua

NASHUA – With the cut of a ribbon on Wednesday, a new era officially began for Brookstone, as the company that experienced bankruptcy and a change of ownership within the last 10 months opened its new corporate headquarters.

After the former owners were forced to file for Chapter 11 bankruptcy, the assets were jointly acquired by Bluestar Alliance LLC, who acquired the company’s intellectual property and products, along with Apex Digital Inc., who bought the company’s retail locations and their online store.

With the new ownership comes a new headquarters, as the company has set up shop at 22 Cotton Road in Nashua.

With the change in ownership, the company will have a renewed focus on what it offers. Paul Donovan, the company’s director of digital marketing, said Apex will be gearing the company’s focus toward catering to the 80,000-plus individuals who visit airports, as well as customers interested in the online retail presence.

“It’s a whole new company. The ownership is what changed, and there is a laser-like focus on developing the Brookstone airport stores and the Brookstone e-commerce site,” Donovan said.

“That’s what Apex is investing in,” he added. “Apex sees the value of – and is investing in the brand, the team and the channels.”

With 45 employees hired to work at the Cotton Street headquarters, the company – while keeping with their old identity and branding – will merge new and old ideas, working to cater to retail customers.

“I’ve worked at Brookstone for the last 15 years and many of the faces have remained the same,” Donovan said. “Working for Brookstone is still a blast.”

The reason Apex decided to keep the headquarters in southern New Hampshire is because of the company’s strong roots in the Granite State.

“We could have moved anywhere,” Donovan said. “New Hampshire is a big part of who this company is — we love it here.”

“Nashua is where all the Brookstone airport operation teams live,” Donovan added. “We have a great team of experts in a very competitive field, and we want to run the stores from this area.”

While the plan is for the company to eventually start offering new products, Donovan said stores will continue to offer the high quality, fun and innovative products customers are accustomed to receiving.

“There will be products coming out later in the year, bigger and better products. A huge assortment of Brookstone branded,” he said. “They’re things that are fun to own, fun to use and, fun to show your friends.”

Mathew Plamondon can be reached at 594-1244, or at mplamondon@nashuatelegraph.com.