Montreal has a New Mountain - Mountain Equipment Co-op Opens Its First Urban Boutique in Canada

Mountain Equipment Co-op launches its first urban boutique of ready-to-wear activewear in Canada on Saturday, September 22nd, in the heart of the Plateau-Mont-Royal, rue Saint-Denis in Montreal. (CNW Group/MOUNTAIN EQUIPMENT CO-OP)

MONTREAL, Sept. 19, 2012 /CNW/ - Canadian retailer Mountain Equipment Co-op (MEC) launches its first urban boutique of ready-to-wear activewear today in Montreal. With MEC's fourth store in Quebec, the outdoor clothing and equipment retailer renowned for the sustainability and value of its products now offers its customers a central location in the heart of the Plateau-Mont-Royal, at 4394 rue Saint-Denis.

The new boutique concept, in addition to the network of 15 MEC stores across Canada, is the result of MEC's new business direction and the expansion of its product line. The objective is to become the preferred brand and destination of all who lead an active lifestyle, in the city and beyond.

"Our business strategy evolves with the lifestyle, physical activities and clothing trends of the population," explains Mr. Patrick Tremblay, MEC's regional director for eastern Canada. "Research shows that 7 out of 10 of our members pursue sporting activities close to home, as well as in the backcountry. Since they wish to stay active in the city, members have expressed their need for more urban and stylized technical clothing. They want ready-to-wear that can be worn before, during and after their sporting activities. Because Quebeckers and Montrealers in particular are at the forefront of this phenomenon, the Plateau was the obvious choice for MEC to implement and test this new concept."

MEC's customers have shown a 10 to 25% increase in running or cycling in urban centres like Montreal, Toronto, Quebec and Victoria. Author and running coach Jean-Yves Cloutier explains the reasons behind this trend: "The explosion in popularity of urban running is even greater than it was in the 80s. Since running isn't necessarily their main sporting activity, runners are more interested in well-being and personal goals than competition. This is illustrated by the immense popularity of "fun runs" and running clubs like those organized by Mountain Equipment Co-op."

THE ENTIRE MEC EXPERIENCE IN READY-TO-WEAR

The new urban boutique concept of ready-to-wear activewear will allow Montrealers to discover a new side of MEC, while inspiring them to live life to the fullest both in the city and in the backcountry. They'll be able to buy stylish technical clothing, place orders for all the equipment they need and participate in sporting activities organized by MEC, all close to home. A team of fifteen knowledgeable staff members will be on hand for advice and recommendations, with the expertise on which MEC's reputation was built. This all takes place in 5000 square feet of sleek and distinctly urban decor designed by Montreal company Aedifica.

The boutique will showcase its line of ready-to-wear, as well as cycling, running, climbing, yoga and fitness apparel. The selection of clothing includes collections by Patagonia, Prana and Castelli, carefully chosen from a multitude of name brands for their urban styles of ready-to-wear and their technical performance. The new lines of the MEC brand will also be available. Since the beginning of the year, MEC has expanded its inventory and launched its largest product line in history - over 1400 products - including athletic fashion and several ready-to-wear collections under its own brand name, with a focus on cuts and colours. Its Vancouver-based design team continues to create and test new clothes to add to its line, while adhering to strict criteria of sustainability and value.

The MEC boutique offers high-tech shopping with an exclusive new rapid delivery service that allows customers to use in-house iPads to place orders with other stores in the Montreal area and have them delivered within the hour.

Like all other MEC stores, the rue Saint-Denis boutique will also offer a full urban activity and in-store workshop program. The boutique will be a destination for all who seek quality clothing and services for an active lifestyle on the Plateau.

The urban boutique officially opens its doors to the public on Saturday, September 22.

ABOUT MEC

Mountain Equipment Co-op (mec.ca) is Canada's leading retailer of clothing, gear, and services for active lifestyles, including cycling, running, hiking, camping, climbing, canoeing and kayaking, yoga and fitness. Established in 1971, MEC has close to 3.8 million members throughout Canada, including 565,000 in Québec, whom it serves through 16 stores in six provinces as well as online at mec.ca. Widely recognized for its commitment to sustainability, MEC is a member of 1% For The Planet and supports various outdoor recreation and environmental initiatives through its community grants program. Anyone can join MEC and become a part-owner in the Co-op, by purchasing a $5 lifetime individual membership. For more information about MEC, please visit the media room at mediaroom.mec.ca.

High-resolution photos of the boutique and the clothing it sells are available upon request.


Image with caption: "Mountain Equipment Co-op launches its first urban boutique of ready-to-wear activewear in Canada on Saturday, September 22nd, in the heart of the Plateau-Mont-Royal, rue Saint-Denis in Montreal. (CNW Group/MOUNTAIN EQUIPMENT CO-OP)". Image available at: http://photos.newswire.ca/images/download/20120919_C7688_PHOTO_EN_18084.jpg

SOURCE: MOUNTAIN EQUIPMENT CO-OP

For further information:

Noémi G. Labelle
Communications - Québec
Tel. (514) 523-0743, ext. 229
noemi.labelle@mec.ca