Michael J. Knell
ST. LAURENT, Quebec — Cantrex Group has unveiled a new corporate identity and will soon launch a more interactive Web site


as part of a strategy not only to reinforce its position in the market but to attract new members.

“We have a new owner, we have a new management team, a new structure, a new approach, so we’re really a new company,” said Alain Masse, president and general manager of the fee-for-service buying and marketing group.

Sears Canada, which acquired Cantrex about 19 months ago, also has shifted the buying group, placing it in the same operating unit as its dealer stores and catalog merchants. Masse will report to Ajit Khanna, senior vice president in charge of dealer and service sales for Sears Canada, and will continue to serve as a member of Sears Canada’s senior management group.

It makes sense for Cantrex to be part of the larger business unit, said Masse.

“The whole idea is cross-pollination,” he said.

Masse noted the unit includes many independently owned Sears franchises such as Sears Floor Covering Centers, the furniture and appliance dealer stores, and more than 2,000 catalog merchants. “We can work together to create more value to our members while remembering that our members don’t want to become dealers and the dealers don’t want to be Cantrex members,” he said. 

In a letter to members and suppliers introducing the new logo and its supporting tagline — “The Power to Succeed” — Masse said the project was an integral part of Cantrex’s strategy.

“It isn’t every day that a company reinvents itself and remakes its image,” he said. “You know that the strength of Cantrex lies in the sum of all its parts, and the new logo is a reflection of this union and the cohesiveness of the stakeholders involved. You will also note the human form contained in the logo, which is a constant and compelling reminder of where we place our priorities.”

As a symbol, the new logo “conveys the notion of togetherness, partnership and unity,” Masse said. “In short, the corporate ideology is that joining forces is integral to success.”

He acknowledged Cantrex has been criticized for the apparent slow pace of change since the Sears takeover.
“We have a lot of competition and we’re working in six different industries, including furniture, appliances, bedding, photography, floor coverings and electronics,” he said. “It takes time to create a bridge between the two organizations (Sears Canada and Cantrex) so that both can continue to compete and grow. If it appears slow to some, it isn’t by design nor is it because of a lack of will.”

The redesigned Web site is expected to be online this month. According to Cantrex, it will be user-friendly and will provide detailed information on the group and its divisions, to be updated daily.

Masse also indicated the pace of change within the organization will speed up in coming months.

“We have secured resources that we can use to benefit our members. 2014 will be a great year for both Cantrex and its members,” he said.

Members should get a preview of things to come at Cantrex’s annual convention in St-Hyacinthe, Quebec, Sept. 24-25.