Garneau acquires Sugoi for expanded West Coast lifestyle positioning

By

Cassidy Mantor

Published
Jun 28, 2018

Amidst refocusing and redirecting to gain consumers in the lifestyle space, Garneau has acquired cycling brand Sugoi. The acquisition positions the company to win more West Coast market share in both the US and Canada.

"This acquisition will enable Garneau Group to rapidly increase its sales and become a world leader in cycling apparel,” said President and Founder of Louis Garneau Sports, Louis Garneau, in a release.

Sugoi is a Vancouver, Canada-based company that makes apparel for cycling, triathlon and running. It is distributed through 3,000 retailers and also owns Sombrio, a fifteen-year-old mountain bike apparel brand.

The acquisition is in line with Garneau's repositioning in the lifestyle sector. As the company leadership heads into its second generation led by founder Louis Garneau's three children, the brand is, according to Garneau himself, "reinventing [itself] because cycling is not only about the professionals, it i is also a lifestyle."

"We want to become the leader by introducing a ready-to-wear bike apparel segment for people who practice active transportation, making biking accessible and fun for everyone and, in doing so, create a cycling lifestyle," Garneau added. 

According to its president, the company's goal is to meet the cycling consumer at all touch points through its brand portfolio. As such, acquiring Sugoi and Sombrio will help position Garneau for a larger US West Coast and Canada cycling apparel presence.

Sales, marketing and product design teams for Sugoi and Sombrio will remain in Vancouver, while all remaining functions and teams will transfer to Garneau's headquarters in Quebec. 10 new jobs will be created.

Garneau will officially launch its three brands at Eurobike International Bike Trade Show in Germany July 8-10, 2018.