Garneau buys Dorel brands Sugoi and Sombrio

Tuesday, 3 July 2018 Mark Sutton

Louis Garneau Sports has marked its 35th anniversary with the acquisition of Dorel’s Sombrio and Sugoi labels.

Louis Garneau Sports will keep Sales & Marketing operations for Sugoi and Sombrio in Vancouver, as well as product design. The rest of the activities will be transferred to the LGS head office in Saint-Augustin-de-Desmaures, Quebec, where approximately 10 new jobs will be created.

“This acquisition will enable Garneau Group to rapidly increase its sales and become a world leader in cycling apparel,” declares the President and Founder of LGS, Louis Garneau. “We will proceed with the official launch at the Eurobike International Bike Trade Show, which will be held in Germany July 8-10, 2018. We will present our 3 brands and put forth the Canadian spirit and the strength of our innovations.”

The family-run Garneau business itself is regenerating as part of the announcement, bringing through the second generation who take up new roles. William, 28, is General Manager of the company while Edouard, 25, is now Sales Director. The youngest, Victoria, 21, has just finished her studies in Fashion Design and will soon be joining her brothers full-time in the family company.

Known for its cycling, triathlon and running apparel Sugoi is found in over 3,000 retailers, spanning the West coast of Canada and USA through Europe and Asia.

“We are reinventing ourselves because cycling is not only about the professionals, it is also a lifestyle. We will be touching many categories of cycling through apparel. We want to become the leader by introducing a ready-to-wear bike apparel segment for people who practice active transportation, making biking accessible and fun for everyone and, in doing so, create a cycling lifestyle. We want to be the world’s cycling solution with our brand portfolio,” Louis Garneau explains.

“This is my legacy to my three children… this Never Give Up philosophy that is my motto, and which is demonstrated through this acquisition,” the Saint-Augustin-de-Desmaures businessman states.