Quebec-based SAIL unveiled an ambitious vision to drive the company’s growth and navigate a period of economic turbulence over the next forceable future. After filing for bankruptcy protection followed by closing four stores in Quebec and 2 in Ontario back in 2020, one of the new key strategic directions is to open 8 new stores in the next five years within the same two provinces.
“The outdoors is more than a market – it’s a passion that brings people together around shared values. After six months leading SAIL, I am convinced that our role is to support customers in their outdoor activities, regardless of their level, budget, or location. By focusing on innovation, closeness, and responsibility, we will make SAIL the go-to ally for nature and adventure lovers, and the leading outdoor destination — stronger, more relevant, and more inspiring for years to come”
When designing the new locations, there will be changes in store size, layout, product offering, or services which will differ from the familiar existing layout. The strategy also includes increasing the variety of products offered and the number of available brands. Striking a balance between national brands and SAIL’s private labels, SAIL and BOREALIS, the company will ensure a broader range of exclusive, high-quality products designed to meet the unique needs of outdoor activities here at home in Canada.
Special attention will be given to highlighting customer-favoured product attributes. Canadian brands will be identified to meet the growing demand for locally made goods. SAIL is also committed to promoting and offering eco-responsible products as part of its clear goal to encourage more sustainable consumption.
To expand its product offering, Isabelle Lemay also plans to introduce a reSAIL pilot in-store. Launched in October 2023, reSAIL is a simple, safe, and efficient online resale platform offering a smooth experience for both sellers and buyers. Currently available exclusively online at resail.ca, the platform will soon be accessible in-store, adding a new dimension to the customer experience.
To top it off, SAIL’s e-commerce site will be completely redesigned to offer a smoother, faster, and more inspiring shopping experience, both in terms of content and service.
SAIL will celebrate its 50th anniversary in 2026, and has 12 branded stores – eight in Quebec and four in Ontario. Stay connected with SAIL by following them on Facebook and Instagram.
