Louis Garneau Celebrates 20 Years of Cycling and Beyond

Author: Nelson "Nelly" Hansen
photos courtesy of Louis Garneau Sports Inc.

Over the past twenty years if you've been a cyclist, no doubt Louis Garneau has been on your butt. Or torso. Or head. Well, his clothing has anyway.

In 1983 the Olympic cyclist and cross country skier saw the need for high quality apparel and started producing jerseys and shorts in his father's garage. Today, Louis Garneau is one of Canada's business success stories and a staple in athletic apparel around the world with sales surpassing the sixty million dollar mark.

The secret to LG's success? Marie-Claude Boucher, Communications Manager with Louis Garneau attributes it to two things, staff that are involved in cycling and the company's descision to diversify beyond it's initial business model as a supplier of jerseys and shorts.

"All of our Product Managers are involved in the sport and many employees test our new products such as bikes, snowshoes, bags. New apparel is tested by our designers. In fact, the company's first market is cycling, that's why we put a lot of energy trying to improve our cycling products and accessories head to toe.  Louis Garneau himself is a cross country skier so at the beginning, in order to make sure would not stop during summer, he decided to develop an XC collection.  We focus on these two markets plus snowshoes and fitness. We do not try to be the best in every market, but to be the best in our market."

Diversification beyond the initial line of Garneau products also led to the company's reputation as a leading designer of helmets. Boucher tells ECMTB.com that during a slump in the economy Louis Garneau had to diversify to survive and introduced a line of helmets now regarded as some of the best in the world. For 2004, Louis Garneau introduces the "Ozzy", a helmet that melds high technology, safety and fit with some of the wildest styling around. With a name like "Ozzy" what did you expect?

The Louis Garneau name can be seen everywhere cyclists gather. From a Sunday morning group ride to the Tour de France to the Canadian National Cycling Team, the company prides itself on sponsoring not only elite athletes. It treats everyday consumers with the same type of respect it gives top tier riders. "We sponsor a lot of teams and athletes and it's always a thrill to see them wearing Louis Garneau clothing and accessories at international events.  We appreciate recieving consumer's feedback and always take their suggestions and comments seriously" says Boucher.

A lot has changed in Louis Garneau's twenty year history. Louis Garneau products are now available in over thirty countries with 2500 dealers worldwide. The product line has expanded from jerseys and shorts to fitness apparel, snowshoes, bicycles and accessories. The company shows no signs of slowing down and aims to continue expansion of it's product line and production facilities. Garneau himself has three children waiting in the wings to take over the business and he intends to maintain the bulk of his production in Quebec City.

And how does Canada's leader in cycling apparel plan to celebrate twenty years of success? The company is sharing it's success and it's heritage by issuing a replica of the vintage baby blue Canadian National Team jersey that was worn by legends like Steve Bauer, Jocelyn Lovell and of course, Louis Garneau himself.

Says Marie-Claude Boucher, "Louis Garneau Sports has the same goal as when it began in 1983; to provide cyclists with the best and most complete collection of cycling products".

Posted by bikergrl at April 12, 2004 12:13 PM

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