Canadian custom clothing retailer Surmesur continues to expand its brand in Canada.
Last fall, the retailer opened its ninth showroom in the heart of Waterloo, Ontario, on King Street.
And the brand also became the Official Suit Provider of the National Hockey League Coaches’ Association (NHLCA).
“This partnership has been a fantastic journey into the heart of professional sports styling,” said Jean-Pierre Lachance, Marketing Director at Surmesur. “It underscores our devotion to custom tailoring and personal service, ensuring every coach not only looks sharp but feels at the top of their game during every pivotal moment.”
Established in 2010 by the visionary Thériault brothers, François and Vincent, Surmesur has championed the seamless merge of tradition with innovation. The brand provides a one-of-a-kind shopping experience, allowing clients to design everything they need for their Sartorial Journey—from daily office wear to life’s most special occasions, including weddings, a particular specialty of Surmesur. Beyond its head office and flagship store in Quebec City, Surmesur has locations in Montreal, Laval, Ottawa, Toronto, Mississauga, Vancouver, Pittsburgh, and Mexico City.
“We might open a few stores in Mexico and obviously we’re always on the lookout for the United States,” said Lachance. “This year we also developed an on the road service across Canada. So we have a team from Quebec and Vancouver and they’re doing cities like Calgary, Halifax, stuff like that. But there’s no physical store yet. But it’s a good way for us to test those markets, meet with some people.
“We do partnerships now with military, private clubs. There’s clubs all across Canada. So we’re starting to do those partnerships. It’s a really nice way also for us to get in a city, meet the members, usually these guys have big businesses, a lot of networking, a lot of contacts. We never know. But there’s no stores that are going to be open within the next six months but we are moving Toronto. We are opening a new Toronto store in September and the first store was actually in Quebec City, it’s been here for 14 years, and we are moving there also.
“The Toronto store is going to be a more modern approach to tailoring. We are planning the construction at the moment.”
Surmesur has dressed over 170 NHL coaches this year.
“It gives me confidence knowing I’m not just dressed in a suit, but in a suit that’s crafted to stand up to the pressures of the NHL,” said Rick Tocchet, Head Coach of the Vancouver Canucks.
Surmesur said its collaboration with the NHLCA is a testament to shared values of teamwork, meticulous attention to detail, and peak performance—qualities that resonate as much on the ice as in its showrooms.
The positive feedback from coaches has been overwhelming, ensuring that Surmesur will continue to style the NHL coaches into the next season.
Vincent Thériault, Co-Founder of Surmesur, said its new location on King Street South in Waterloo “represents more than growth. It underscores our unwavering dedication to quality.”
For companies like Surmesur, COVID had a huge impact. There was no networking, no weddings, no people at the office. Most of what Surmesur sells was non-existent during that period of lockdowns.
“But it was a way for us to rethink a little bit our services. We kept everyone on the payroll and it gave us time to introduce new products. An offering that is a little bit more casual. Now we can do those types of jackets also, sport shirts. We introduced the jeans,” said Lachance. “We introduced a bunch of new products now for I would say the more business casual vibe.
“Now it’s only by appointments so we can have a little less stylists and they can plan better and create a more personalized relationship with their clients. That was a big move for us because usually we were on street level and people were coming inside and asking questions. This was hard for a stylist in doing a consultation but also answering random questions by people just looking around in the store.
“We just did our best month yet last month. All stores are breaking their records. The wedding season for the past two years has been amazing. Weddings are back. Events are back. Galas are back. Networking is back. For us it’s been an amazing year. I think last year was our best year for the company. It’s great.”
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