There’s a lot that I can say about Shore Appliance; that they have been in business since 1957, that the business is a Clinton staple, that the team is dedicated to providing top notch sales and service throughout Connecticut. And while all of that is true, for me it is a little bit more personal. For me, Shore Appliance has always signified home.
My grandfather was the one to open Shore Appliance all those years ago, with my Uncle taking over in 1982. When I was a kid and too sick to be in school, and not yet old enough to be home alone, I would spend the day at Shore tucked away at the front of the store in the TV room, bothering Uncle Gerry anytime I needed something. Our family would meet every Memorial Day to watch the town parade, pulling the display Telescope furniture outside for optimum comfort. When I got older and needed a summer job, well, there was really only one person to ask - Uncle Gerry. At eighteen, I spent my first summer home from college working at the Clinton location. In total, I spent seven years working for the family business, and the twenty years before that literally growing up there.
I’m sure at this point you’re wondering what my personal history with Shore has to do with their rebranding? Well, to be honest, when my husband Pedro (who manages the Clinton and Old Saybrook locations) came home and let me know that Shore would be rebranding to Hallock’s I cried…just a little bit. There was a lot of personal and professional history there, and for a few moments it felt as though all of that would disappear; that somehow, rebranding and changing the name would zap away my childhood memories and the memories of my first real job. Of course, that didn’t happen. The gold lettering being changed on the outside of a building did not, in fact, change the trajectory of my life.
How could it? When the same values from Shore Appliance are going to continue under the name Hallock’s? What started three generations ago by the Vece Family wasn’t going anywhere. Gerry still owns the company with his daughter, Tara Vece, and the rebranding is not about erasing any individual brand history, it's about moving forward stronger and more unified.
Brand Growth
It’s now been nearly six years since I worked at Hallock’s, and I cannot believe just how much this business has grown. For most of my childhood, I remember there were only two stores - Clinton and Old Saybrook. Then Shore Appliance expanded to Groton, adding a third location that was an immediate success. I remember when my husband came home and let me in on a little secret; Shore Appliance was expanding once more with the purchase of Hallock’s in 2023. In 2024, with the acquisition of Morrone Electric in Westerly, I jokingly asked if they were ever going to stop expanding. Now, almost two years later, operating under three different names, it was time for a change: one recognizable brand name.
Name Recognition
If you’re anything like me, I’m sure you’re asking one question: Why Hallock’s?
Though Shore Appliance has been a Clinton and Old Saybrook staple since 1957, Hallock’s had been established long before that in 1920. Fun fact: Did you know that Hallock’s was in the first ever phone book? Shore Appliance and Hallock’s have always been committed to the same thing: servicing the people of Connecticut with friendly, reliable, professional, and fast appliance services. Given that the history surrounding the Hallock’s brand is extensive, and they have been servicing Connecticut for years with thousands of happy customers, it only made sense to rebrand under their name.
It’s still the same Shore Appliance you’re used to, with friendly faces and excellent service, it just looks a little bit different now!
Unified Brand, Consistent Experience
Bringing all locations together under the Hallock’s Appliances name creates a more consistent experience for customers across Rhode Island and Connecticut. A unified brand ensures that our messaging, service standards, processes, and customer experience remain consistent no matter which showroom you visit. It also eliminates confusion created by multiple business names while reinforcing the strength, reputation, and trust that Hallock’s has built throughout the region. By operating under one brand, we can communicate more clearly with customers, streamline marketing efforts, and better showcase the full range of products, services, and expertise available across all locations. The result is a stronger, more recognizable Hallock’s Appliances brand that reflects the unity of our team and our commitment to serving customers with the same high level of service everywhere we do business.
A Step Forward
When I think back to those childhood days spent at Shore Appliance, I realize that what made Shore special was never the name on the building. It was the people, the relationships, and the commitment to serving the community.
Today, that same commitment continues under the Hallock's name. The sign may look different, but the values that have guided this business for generations remain the same. We are still family owned, still dedicated to exceptional service, and still proud to be part of the communities we serve throughout Connecticut and Rhode Island.
For those who have been with us for years, thank you for trusting us through this transition. And for those who are just getting to know us, welcome. Whether you knew us as Shore Appliance, Hallock’s, or Morrone Electric, our promise remains unchanged: to provide the friendly, reliable service you deserve.
This is not the end of the story, it’s the beginning of a new chapter.