Aubainerie enters a new era

MONTRÉAL, Nov. 10, 2015 /CNW Telbec/ - Mr. J. Pedro Lopez, chief executive officer of Québec-based retail store chain Aubainerie, announces that the corporate structure has been reorganized and that a new entity—A.U.B. CORP.—has been created. "Our strategic plan aims at positioning the company to ensure its growth and profitability in the years to come," explains Mr. Lopez. "We are giving ourselves the means to further set ourselves apart from the competition." Aubainerie is a proud flagship of Québec's economy and has become a fashion must for all families.

Integration and diversification
"To increase our competitive advantage, we opted for a vertical integration strategy and acquired our largest supplier, Montréal-based Groupe Boyz. By doing so, we are now in a position to ensure compliance with our quality standards, control production in accordance with our established standards and continue to develop and promote our exclusive brands that are created and designed in Québec and Canada," adds Mr. Lopez. "We gain a real strategic advantage by managing our production, marketing and sales processes ourselves." The revised corporate structure and the creation of the A.U.B. CORP holding open up long-term possibilities. While in keeping with Aubainerie's original mission, i.e., making fashion affordable for all budgets, the company will eventually be in a position to extend the scope of its operations to other niches.

The holding includes the Aubainerie, L'Aubainerie Entrepôt and Groupe Boyz banners; Groupe Boyz also exports internationally. The new board of directors has hired a seasoned senior management team that possesses top-notch experience in several business lines and will have the ability to efficiently tackle the challenges that await it.

Improving customer experience
The company is currently making major marketing and IT (information technology) investments. Its priorities are focussed on the quality and efficiency of the customer experience, which explains why an omnichannel strategy has been implemented. In addition to changes intended to revamp its stores—in the avowed goal of seducing both loyal and new clients—the company will also be focusing its efforts on digital integration. The current website will be converted into a fully transactional site. Centered on its clients' expectations and consumption patterns, which are evolving at an increasingly rapid pace, the company has chosen to seize the opportunity made available by personal and mobile technology to more effectively reach younger generations of consumers. The transactional storefront will be online in 2016 and enable the company to reach new families throughout Québec. "We want to give ourselves the means to showcase our product offering to a larger market. The means we have chosen to take will enable us to reach our clients wherever they are and regardless of how they choose to do business with us," stresses Mr. Lopez.

The A.U.B. CORP holding owns the Aubainerie, L'Aubainerie Entrepôt and Groupe Boyz subsidiaries. Operating in Québec's fashion industry, its mission is to promote market development both in Québec and internationally.



For further information: or request an interview with the CEO: Linda Lévesque, Media Relations, LCOM Communication: 514 242-8909 (mobile), 1 877 393-3178, Ext. 200 (office) or

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