Los Angeles, Calif.
— Los Angeles King of Kings goaltender Jonathan Quick, defenseman Justin Williams and forward Jonathan Quick Jr. were among the players to be on hand at a convention center in Southern California to sell and consign items during a five-day consignment event.
The event, titled “Southern Comfort” and sponsored by Los Angeles-based online retailers Southern Comfort, was held at the Southern Comfort Convention Center in West Hollywood, Calif., on Saturday.
It is the first time that Los Angeles and Southern Comfort have teamed up, with Quick being the first player to take part.
The event was open to fans, media and Kings players, according to Southern Comfort CEO Eric Wahlberg.
“We want our players to know that they are valued for their talent, character and work ethic and that they deserve the best,” he said.
Wahlberg also said the Kings were not the only NHL team involved.
Southern Comfort, which has more than 70 stores in the United States and Canada, has partnered with NHL teams in the past to promote the Kings.
Quick, Williams and other players are expected to attend the event in addition to fellow Kings center Ryan Whitney, who is expected to be a guest of Southern Comfort on Sunday.
The Kings announced the event on Friday.
Los Angeles is the only franchise to host “Southern Confidence,” an online consignation program for players and their families that features the players in attendance participating in shopping.
The Kings have about 1,600 players and families attending.
Last year, Southern Comfort sold more than 30,000 pieces of apparel and accessories to fans and media, according the company.
The organization also offers consignment programs for NHL players and the NHLPA.
After taking the reins of the Los Angeles franchise in 2014, General Manager Dean Lombardi and Chief Operating Officer Chris Mullen launched Southern Comfort.
The club has been in the Los Angels area since 2008, and the team is one of the top-selling NHL franchises in the country.
Southern Comfort operates more than 2,000 stores in Southern Ontario, the Sacramento area, and Southern California.