Aubainerie wants to break with the “wear and throw” image. While the retailer still offers affordable sweaters and pants, it has decided to “raise the bar” by offering more premium products, priced a little higher, that take it out of its “good looking, good looking” niche. , cheap “.

“We open tomorrow,” said a smiling Jean-Frédéric Pépin, chairman of the board of directors of Aubainerie, to two passers-by who were casting curious glances through the half-open door of the brand’s brand new store on the Plaza Saint -Hubert, in Montreal.

It was the day before the opening, after work which lasted nine months. Employees were already busy in the store. The ambient noise of the drills meant there were still last-minute touch-ups.

The opening this Thursday of the new “urban” concept of 16,000 square feet on two levels, with elevator, developed in the building that previously housed Lozeau, the famous photo store, symbolizes in some way the repositioning of the retailer, which wants get out of the disposable fashion industry, commonly called fast fashion.

“In the current context, there are many of our competitors who have reduced their quality to offer an even lower price,” observes Mr. Pépin in an interview with La Presse, on the second floor of the store, where the children’s section is located. .

“The rest of us got out of the trap. We don’t just want to stay in one niche. We still offer entry-level products, he adds, pointing to a display of children’s leggings at $12.50, but we also want to offer more high-end products, while always remaining good value for money. “, he nevertheless wishes to emphasize.

Although these prices are similar to those of many major brands, or even lower, they are still higher than what some customers who frequent Aubainerie may be accustomed to.

In inflationary times, where people try to balance their budgets, Mr. Pépin, himself the owner of five Aubainerie stores, believes that customers want to invest their dollars in the best possible way and that many are ready to pay a a little more for quality and more durable clothing.

Furthermore, in addition to clothing, the retailer is once again trying to make inroads with consumers by launching Casa Max Cocos, a new range of products including cushions, throws, placemats, etc.

The company is also working on redesigning its website. Consumers who prefer to buy online will soon be able to have access to all merchandise. At this time, certain items, although displayed on the site, can only be purchased in store.

Other openings are also expected for the retailer, which currently has 54 stores. “We are in a period of growth. We want to open stores. In Montreal, we certainly want to increase our presence. »

And the brand new one at Plaza Saint-Hubert, which has 45 employees, allows the company to reconnect with Montreal customers. “Sometimes there are people who remain clinging to an image of the past,” recognizes Mr. Pépin. What we see today is a store accessible to everyone. »