Tanguay replaces Brault & Martineau and enters Western Quebec

The BMTC Group has chosen to continue its expansion with just one of its banners, that of Tanguay.

• Read also: The romantic who creates bouquets of lights

By the end of the week, in western Quebec, notably in Montreal, Sherbrooke and Gatineau, 11 Brault & Martineau stores will carry the Tanguay banner, while five EconoMax and Liquida Meubles stores will become Tanguay L’Entrepôt.

“After an exhaustive assessment of the commercial situation in Quebec, we identified the Tanguay banner as the one with the greatest potential for expansion across Quebec,” explained the president of the BMTC-Tanguay Group, Marie-Berthe Des Groseillers. , interviewed at Log.

Founded in Lévis in 1961 by Maurice Tanguay, the furniture retailer was present until now in Quebec City and in eastern Quebec mainly, with 10 stores.

The BMTC-Tanguay Group’s decision to make it its flagship brand will extend the concept throughout Quebec.

• Listen to the interview with Marie-Berthe Des Groseillers, President of the BMTC-Tanguay Group on QUB radio:

“The customer who will enter a Tanguay, which was a Brault & Martineau, will enter a new environment. We are not just changing a sign. We create a unique experience that resembles the Tanguay of Quebec and the east,” explains Ms.^me Currants.

Up to 80% of the products have changed on the floor of the 11 stores transformed in Tanguay and improvements will be made continuously in the coming months.

“It is a pride, an honor and a privilege to be able to participate in the vision and growth of our group for the coming years and to be able to count on a team with solid foundations”, underlined Charles Tanguay, President of Tanguay and grandson of the founder.

greatest player

The rise of online shopping has abolished regional borders in the furniture market and the BMTC-Tanguay Group wishes to give itself greater firepower against its competitors by focusing on a single brand for its 25 stores in Quebec.

“We will have a marketing campaign never seen in Quebec, on display, on the web and social networks and on television. And we will continue our social commitment throughout Quebec,” said Charles Tanguay, adding that several million dollars have been invested in the renovation of stores that will now carry the Tanguay brand.

The furniture and appliance market was favored during the pandemic, when many Quebecers renovated their interiors. Rising interest rates and inflation are now slowing the market. Higher-end products are less affected during these periods.

“The decision to unify our forces comes at an excellent time, where we are heading towards a recession and it is becoming more difficult in the market. Joining forces will allow Tanguay to have a better strike force with suppliers to offer the best prices to our customers,” said Ms.^me Currants.

Changing a well-known brand entails challenges and significant investments in advertising according to Jacques Nantel, professor emeritus at HEC Montréal, but this is a wise decision according to him, which will reduce operating costs.

“They are doing the right thing in an era of strong consolidation. They have an important challenge: that of the web. Twenty percent of furniture and accessories are sold on the web today. If you have to position yourself against IKEA, Wayfair or Structube, playing on two names entails significant costs with two websites.

Tanguay offers some 30,000 products in-store and online in furniture, electronics and appliances, making it a “one stop shop” for all budgets; a feature that appeals to consumers, as is the free delivery service with no minimum required.

In 2022, BMTC Group sales exceeded $800 million. The Group has more than 1,000 employees. In September 2022, it undertook the standardization of the computer system of all its stores.