June 20, 2014 11:49 ET

Reno-Depot Completes Transformation of its Stores

To mark occasion, banner launches an unprecedented ad campaign in Quebec City region

BOUCHERVILLE, QUEBEC--(Marketwired - June 20, 2014) - RONA inc. (TSX:RON)(TSX:RON.PR.A), a major Canadian retailer and distributor of hardware, building materials and home renovation products, announced today that it has completed the transformation of its 16 Réno-Dépôt stores in Quebec. This vast operation, which began in January, required an investment of more than $20 million and generated more than 300 jobs across the province. The last stores to be transformed as part of the banner's repositioning include those in Brossard, Candiac, Quebec City, Beauport and Sainte-Foy.

According to RONA President and CEO Robert Sawyer, "The repositioning of the Réno-Dépôt stores has led to a quick upward sales trend for the banner. This is why we advanced the schedule and completed the transformation of all our stores in just six months, rather than the 12 months initially planned. I want to thank all store employees who contributed directly or indirectly to this major repositioning and have spared no effort despite the tight deadlines. The enthusiastic response of consumers and, in particular, professionals and contractors has prompted plans to introduce this business model elsewhere in Canada, beginning in 2015."

To finish off the last wave of store transformations with a bang, the minds at Réno-Dépôt launched a new advertising campaign in the Quebec City region. Besides giving their stores a complete makeover, they also took the opportunity to rectify the biggest mistake in Quebec City's hockey history: Alain Côté and his goal (which was good). The ad campaign reunites the three main protagonists of this major story involving the 1987 Quebec Nordiques, including Alain Côté (former hockey player), Michel Bergeron (former coach of the Nordiques) and Kerry Fraser (the referee who disallowed the goal against the Montreal Canadiens at the time).

"We've completely revised our marketing strategy and it's apparent that we've focused on the elements that really make a difference for consumers, particularly with our unbeatable prices and improved customer service. The traffic in our stores and the size of the average shopping basket are performance indicators that confirm the success of the new Réno-Dépôt formula," said Mario St-Louis, Vice-President, Operations, at Réno-Dépôt.

What differentiates the new Réno-Dépôt concept is its comprehensive line of quality brand-name products, a new procurement policy to make sure the right amount of products is always in stock, and an in-store shopping experience that has been entirely redesigned so that it's easier for customers to find the products they want, in an environment that makes it a pleasure to shop, with better signage, more staff on the floor and faster service.


RONA inc. is a major Canadian retailer and distributor of hardware, building materials and home renovation products. The Corporation operates a network of over 500 corporate, franchise and affiliate stores under several banners and in a number of complementary formats. With its 8 distribution centers and its specialized TruServ Canada wholesaler, RONA serves its network as well as many independent dealers operating under different banners. With some 24,000 employees, the Corporation generates annual consolidated sales of $4.2 billion. For more information, visit

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