Dear customers,

Allow me to introduce myself – my name is Bertrand Dulude and I am the new President and CEO of La Cordée Plein Air. It is with great pleasure that I address you today to tell you a little about myself and the direction I intend to bring La Cordée over the next few years.

As a passionate hiker and alpine skier, I’ve spent a good part of my career working in the field of building materials, both retail and distribution. It is with great contentment that I now take the reins of a Quebec establishment which offers high-quality products and an uncommonly high level of field experience.

Having been on La Cordée's Board of Directors for the past few years, I am familiar with the company's philosophy, strengths and challenges. La Cordée saw its beginnings in 1953. At the time, there were only a handful of employees. Sixty-five years later, we now operate five stores and a web store that employs more than 400 passionate people.

Growth is synonymous with challenges, whether in our purchasing strategies, our customer service or our advertising campaigns. So that we may reach our objectives over the next few months and seasons, we will concentrate our efforts to improve your La Cordée experience in the following aspects:

  • We will listen to our customers to ensure we offer the best products you require to practice your favourite outdoor activities.
  • We will refine our customer service by offering additional training to our staff in order to better provide you with a quality experience on each and every one of your visits to our stores.
  • We will attend a variety of outdoor activities, aiming to spend time with you in order to get to know you better. Whether cross-country or alpine skiing, biking, hiking, camping or any other activities, we look forward to sharing your passions with you.

Do not hesitate to come and chat with me if you happen to see me in one of our stores; I would be delighted to meet you and learn what drives you and inspires you in the outdoors. I am pleased to have this opportunity to wish you, in my name and that of our great team, a wonderful holiday season in the company of your loved ones, and a year 2019 filled with health and days spent outdoors experiencing unforgettable moments.


Bertrand Dulude
President and CEO
La Cordée Plein Air