What is "heck's"

Heck's Department Store, a chain of West Virginia based discount department stores, was founded by Boone County natives and businessmen Fred Haddad, Tom Ellis, and Lester Ellis and wholesale distributor Douglas Cook. The Heck's name was a combination of the names Haddad, Ellis and Cook. Haddad served as President, Lester Ellis was Vice-President, and Tom Ellis was Secretary-Treasurer.