At almost 70 years old, La Cordée is breathing new life and expanding its ambitions throughout Quebec.
It is Cédric Morisset, the president who arrived at the start of the year, who is leading the new projects, including the upcoming opening of a flagship store on Sainte-Catherine in Montreal, at Promenades Cathédrale.
The morning of the interview, he was all dapper, with red cheeks and an indelible smile. He was returning from his jog, ready to embrace a new day. I thought he looked a lot like the customers of his stores.
This Lévisien who dreamed of a career in the National Hockey League had to imagine another destiny one day. He studied sociology and thought about teaching at CEGEP. But his love of the sport caught up with him and he spent years of his career in the retail business, between Hush Puppies, Golf Town, Sports Experts and MEC.
He joined La Cordée in January 2022, after several conversations with Mach Capital, which acquired it in the summer of 2020, a few months after it had taken shelter from its creditors. Cédric Morisset wanted to work for the sustainability of this outdoor institution in Quebec, founded by the scout movement to meet the needs of its members, and which has become mainstream over the years.
Planned expansion
“It’s important to make another 70 years! Mach Capital’s goal is not to flip, they want to build, like me,” says the leader, proud to work for a 100% Quebec retailer.
The objective is to open one store per year, to add to the six that exist in Montreal and Quebec. If Lévis is part of dreams, cities like Sherbrooke and Trois-Rivières too.
The relaunch of La Cordée, after the financial difficulties, is being done with investments and new ideas, but also thanks to a favorable context: the pandemic has led Quebecers to play outside and therefore to consume a lot more in sports stores and outdoors.
“For two years, we have been surfing on a very strong wave. Last year, we were afraid of running out of stock! But there, we hardly have any more supply problems and we are able to advise people so that they choose the right product for them,” rejoices the retailer.
It was so crazy in 2021 that customers left with skis that were too small or too big, preferring imperfection to the impossibility of obtaining the equipment to move.
Downtown remains relevant
Cédric Morisset is one of those who think that the enthusiasm for the outdoors is a fundamental trend, which will support the growth of La Cordée. At a time when downtown Montreal is shunned by many workers in slippers in their homes, opening a 25,000 square foot store there seems very daring. But sales are up sharply in other stores on the island of Montreal, Nike is coming next to the future store, Decathlon is also setting up. In short, there is excitement on the Sainte-Catherine.
“Downtowns have knelt down in the pandemic, but they will remain downtowns. We are confident, it is a strategic place. »
Cédric Morisset’s enthusiasm is contagious and his competitive spirit is stimulated by the challenge.
“I play cards with my mother and I don’t want to lose! That tells you a lot about my taste for victory! he laughs.
He wants it as a team, this victory, and he spends a lot of time mobilizing people. Going to the store and meeting advisors and customers fascinates him. This is where he takes his pulse and feels connected to his great mission: to contribute to people’s health by getting them to play outside.
Year of foundation:1953
Founder: Scout Movement Cooperative
Location of registered office: Montreal
Activity area: Retail business
Number of employees: 350
Profile of Cedric Morisset
- Job : President
- Age : 49 years
- Education: Bachelor’s degree in sociology, Laval University