Michael J. Knell
\nST. LAURENT, Quebec — Cantrex Group has unveiled a new corporate identity and will soon launch a more interactive Web site
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\n as part of a strategy not only to reinforce its position in the market but to attract new members.<\/p>\n
\u00e2\u20ac\u0153We have a new owner, we have a new management team, a new structure, a new approach, so we\u00e2\u20ac\u2122re really a new company,\u00e2\u20ac\u009d said Alain Masse, president and general manager of the fee-for-service buying and marketing group.<\/p>\n
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\u00e2\u20ac\u2122s senior management group.<\/p>\n
It makes sense for Cantrex to be part of the larger business unit, said Masse.<\/p>\n
\u00e2\u20ac\u0153The whole idea is cross-pollination,\u00e2\u20ac\u009d he said.<\/p>\n
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. \u00e2\u20ac\u0153We can work together to create more value to our members while remembering that our members don\u00e2\u20ac\u2122t want to become dealers and the dealers don\u00e2\u20ac\u2122t want to be Cantrex members,\u00e2\u20ac\u009d he said.\u00c2\u00a0<\/p>\n
In a letter to members and suppliers introducing the new logo and its supporting tagline \u00e2\u20ac\u201d \u00e2\u20ac\u0153The Power to Succeed\u00e2\u20ac\u009d \u00e2\u20ac\u201d Masse said the project was an integral part of Cantrex\u00e2\u20ac\u2122s strategy.<\/p>\n
\u00e2\u20ac\u0153It isn\u00e2\u20ac\u2122t every day that a company reinvents itself and remakes its image,\u00e2\u20ac\u009d he said. \u00e2\u20ac\u0153You 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.\u00e2\u20ac\u009d<\/p>\n
As a symbol, the new logo \u00e2\u20ac\u0153conveys the notion of togetherness, partnership and unity,\u00e2\u20ac\u009d Masse said. \u00e2\u20ac\u0153In short, the corporate ideology is that joining forces is integral to success.\u00e2\u20ac\u009d<\/p>\n
He acknowledged Cantrex has been criticized for the apparent slow pace of change since the Sears takeover.
\n\u00e2\u20ac\u0153We have a lot of competition and we\u00e2\u20ac\u2122re working in six different industries, including furniture, appliances, bedding, photography, floor coverings and electronics,\u00e2\u20ac\u009d he said. \u00e2\u20ac\u0153It 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\u00e2\u20ac\u2122t by design nor is it because of a lack of will.\u00e2\u20ac\u009d<\/p>\n
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.<\/p>\n
Masse also indicated the pace of change within the organization will speed up in coming months.<\/p>\n
\u00e2\u20ac\u0153We have secured resources that we can use to benefit our members. 2014 will be a great year for both Cantrex and its members,\u00e2\u20ac\u009d he said.<\/p>\n
Members should get a preview of things to come at Cantrex\u00e2\u20ac\u2122s annual convention in St-Hyacinthe, Quebec, Sept. 24-25.<\/p>\n","protected":false},"excerpt":{"rendered":"
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