Vancouver-based Mountain Equipment Co-op has re-branded as “MEC” and has a new logo. It has done so to distance itself from the word “mountain” in light of its high sales of running and cycling gear. The re-branding also reflects the increasingly urban nature of its customers.
For those unfamiliar, MEC is a Canadian consumers’ cooperate that sells outdoor and recreation gear. Members pay a small fee for a lifetime membership. It is Canada’s largest supplier of outdoor equipment. It was founded in 1970, has 17 locations, about 3.5 million Canadian members and sales of over $300 million.