BMTC Expands Tanguay Banner to All 25 Quebec Stores

BMTC Group, this province’s largest and only publicly held full-line furniture retailer, will unite all 25 of its stores under a single banner, Tanguay. Until the end of its last fiscal year, the group also operated additional two banners, Brault & Martineau and EconoMax.

In a statement, the company said the move “marks an important milestone for the Quebec leader as it solidifies its presence in the province under a single banner.”

The move to a single banner, the statement continued, is part of a transformation process began last September, with the migration to a single IT system for all its banners. Completed in December 2022, this IT standardization, along with organizational and structural changes, allowed BMTC to create what it described as significant synergies, resulting in the creation of expanded and diversified teams that can now better cope with today’s business realities.

At the same time, BMTC also announced a new line-up for its C-suite of executives, naming Jacques Tanguay, then president of the Quebec City-centred Ameublements Tanguay, chief operating officer (COO) of BMTC Group while Charles Tanguay, the banner’s vice president will become president of what is now the Tanguay division.

“We are delighted to now offer the Tanguay experience throughout the province. This deployment is part of the company’s growth strategy. By having identified the Tanguay division as the one with the best potential for expansion in Quebec, the company is positioning itself as a leader in the market as well as significantly improving its profitability and financial structure. It’s now on track to reach its objectives of increasing its market share in the province,” BMTC Group president and chief executive officer Marie-Berthe Des Groseillers said.

Tanguay, Everywhere in Quebec
Brault & Martineau, EconoMax and Liquida Meubles stores are becoming Tanguay and Tanguay L’Entrepôt. Des Groseiller said BMTC is making significant investments to offer a better variety of products and services across Quebec.

Most industry insiders have always seen Tanguay has the ‘better and best’ voice in BMTC’s merchandising strategy while EconoMax was positioned as the ‘low price’ leader leaving Brault & Martineau in the mid-market.

Historically, BMTC has operated Brault & Martineau and EconoMax in the Greater Montreal Region while Ameublesment Tanguay was concentrated in and around Quebec City.

Under the new structure, the Tanguay banner gains 11 new stores in Brossard, Drummondville, Gatineau, Granby, Joliette, Kirkland, Laval, LaSalle, Sherbrooke, St-Hubert and St-Leonard.

In addition, five liquidation centres will be converted to the Tanguay L’Entrepôt banner in Laval, Pointe-aux-Trembles, St-Hubert, Quebec City and Trois-Rivières. Tanguay also offers customers an online shopping experience at tanguay.ca.

Exceptional Service without Pressure
No-pressure service and a personalized shopping experience focused on the customer’s needs and complemented by a digital experience uniquely distinguishes the Tanguay experience.

Its after-sales service is also notable for its complete care and support services that help extend the life of customers’ furniture, appliances and home products. With more than 60 years in business, Tanguay enjoys an enviable reputation founded on its quality service, free delivery1 and the choice of products that reflect the tastes and needs of its clientele.

Everything for the Home
Each Tanguay store is unique and tailors its offer to the needs of each community where it is present. Tanguay offers a variety of products both in-store and online that go well beyond furniture and appliances. Quebecers will be able to find everything they need for the home all in one place.

“We are proud that Quebecers can now enjoy the same Tanguay experience everywhere. We are pleased to solidify our presence across the province and to expand into new markets. The strength, know-how and agility of our 1,000 employees allows our current and future customers to benefit from our expertise. For more than 60 years, this expertise has been at the core of our reputation,” company president Charles Tanguay said.

It should be noted, BMTC’s decision to drop the Brault & Martineau banner didn’t recent universal applause. The Montreal Gazette quoted a Facebook post by Julie Martineau, whose father Robert co-founded chain with Denis Brault in 1960, saying she was “furious” and sad the brand was disappearing.

“He had so much confidence toward this person to whom he transferred and sold his baby for such growth in Quebec,” she wrote about her father, who died in 1999. “My father even refused higher offers from Ontario companies so that Brault & Martineau could stay in Quebec forever!”

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