CEO David Labistour announces MEC’s next steps and the revitalized brand platform.
MEC is a dynamic organization. Getting outside and planning our adventures are the things that keep this place humming.Today, we are readying ourselves for a next step, and introducing new elements of our brand to ensure MEC is well-positioned for the future.
We are living in a time of rapid and profound change. Canadian society is increasingly urban, connected through technology, and becoming an attractive market for US and global brands. To remain relevant and responsive to members’ needs, we have expanded our product assortments and the activities we support – moving from mountains, to oceans, and spanning every landscape in between. Members have embraced these changes. Through their purchases of running gear and bikes, participation in races and events, and through direct feedback they let us know that MEC is successfully providing products and experiences relevant to their lives.
While we are proud of MEC’s success, the strongest proof of our strength is that we retain our character and remain true to the values that sustain us:
– products of exceptional quality and value, made ethically and responsibly
– a vibrant community of active people
– a culture of service that supports MEC members in outdoor pursuits
As we look to the future, we know that continuing to anticipate and respond to change is key, and that it’s time to evolve elements of our brand to ensure MEC remains vibrant and continues to inspire Canadians to lead active outdoor lives.
Starting this summer, we’ll begin to roll out a revitalized brand platform. It begins with a new version of our logo on MEC products released in July. In September, you’ll see a shift in the style of photography and the design of store interiors, elements that will complement the freshness of our product lines. The new look and feel will be introduced on our website and in our Toronto, Montreal (Marché Central), and North Vancouver stores. Gradually we’ll update all of our stores, but we’ll schedule each update to coincide with regular maintenance and renovations.
We know that for some members, the mountain in the MEC logo is a familiar touch point. It has accompanied us through decades of adventure, so making this kind of organizational change is not something we are undertaking lightly. All of us who work at the Co-op today feel honoured to be the stewards of a loved and trusted brand. And while we have a deep respect for our heritage, we know that we cannot be complacent. We must be willing to venture outside our comfort zone.
MEC staff, management, and the Board of Directors are feeling a mood of exhilaration as we take this step forward. It’s an exciting moment to share with MEC members.
I look forward to adventuring together for many years to come.
Mountain Equipment Co-op (MEC) is Canada's leading retailer of clothing, gear and services for outdoor activities like hiking, cycling and paddlesports. MEC operates 17 destination stores in central locations across Canada. Widely recognized for its commitment to sustainability, MEC is a member of 1% for the Planet and supports various community-based outdoor and environmental initiatives through its grants program.