Groupe Boucher says it will relocate and significantly expand its Sports Experts–Atmosphère store at Place Ste-Foy, a project the retailer describes as a key step in its Québec City–area growth plans scheduled for completion in 2026.
The company said construction will begin in the coming weeks, with the store moving within the Place Ste-Foy mall to the former Saks Fifth Avenue space near the Métro entrance. The relocation will increase the store’s total floor space by more than 50 per cent, enabling a broader product assortment and a redesigned in-store layout.
Expansion within Place Ste-Foy
The project involves both relocation and expansion of the existing store rather than the opening of an additional location. Groupe Boucher said the larger footprint will allow it to restore a full range of equipment categories at the Place Ste-Foy site, including hockey, cycling and skiing.
The retailer said the expanded space will also support a complete clothing, footwear and gear offering for children, alongside adult products. According to the company, the changes reflect customer feedback and shifts in the product mix at Place Ste-Foy over the past five years.
Groupe Boucher said the new layout will include branded shop-in-shop concepts from Nike, Adidas, Under Armour, Columbia, The North Face, Oakley and Arc’teryx. The company added that the store will continue to carry products and services that have been part of its offering at the location for more than two decades.
Construction timeline and transition period
While construction is underway, the current Sports Experts–Atmosphère store at Place Ste-Foy will continue operating until it closes ahead of the relocation. Groupe Boucher said a closing sale at the existing location will run from Jan. 7 to March 29.
The company said the new Sports Experts–Atmosphère Place Ste-Foy store is scheduled to open on Wednesday, April 1.
Groupe Boucher characterized the project as a long-term investment in its store network and customer experience in the Québec City region. The company said the expansion is intended to modernize the store environment while increasing capacity for products and services.
Broader retail operations
Groupe Boucher owns and operates 28 franchise locations under the Sports Experts, Atmosphère and Entrepôt du Hockey banners. The company is also the majority shareholder of Mathieu Performance, a cycling-focused retailer with locations in Québec City and Lévis.
The retailer said it employs more than 1,000 people across its operations. Its stores are primarily located in Eastern Québec, where the company said it emphasizes local engagement in the communities it serves.
Founded in 1967, the Sports Experts banner now includes more than 100 stores across Quebec, all operated by franchisees based in the province. Groupe Boucher said it has been operating for 38 years and continues to pursue growth through expansion and acquisition projects.
Since 2021, the company said it has been recognized as one of Canada’s Best Managed Companies.
Focus on network investment
The Place Ste-Foy project represents one of Groupe Boucher’s larger single-store investments in recent years, based on the scale of the expansion and relocation. By consolidating operations into a larger, more central mall location, the company said it aims to better align the store with its current product strategy.
The retailer said the increased floor space will allow it to balance equipment categories with apparel and footwear, while also accommodating branded in-store concepts that require dedicated areas.
The company did not disclose the cost of the project or provide financial forecasts related to the expansion. It also did not indicate whether similar relocations or expansions are planned for other locations in its network.
Groupe Boucher said the Place Ste-Foy store will resume full operations in its new location following the April 2026 opening, marking the completion of the transition.
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