La Cordée Macap, Inc., which operates five outdoor equipment stores in Canada, announced the appointment of Cedric Morisset as president.
Prior to joining La Cordée, Morisset was most recently vice president retail operations at Mountain Equipment Company (MEC), responsible for overseeing retail operations at 21 locations in Canada. Before that, he was regional vice president of Golf Town, vice president, North America at Orage, vice president retail operations at Groupe Boucher Sports (part of The Forzani Group), and country manager at Peak Performance.
Vincent Chiara, the founding partner of Mach Capital and Chairman of the Board of La Cordée, stated “We are excited to have an individual of Cedric’s caliber to lead the company as we continue to pursue La Cordée’s leadership position in Quebec’s outdoor sporting goods industry. Since Mach Capital’s acquisition of La Cordée in September 2020, we have completed the initial phase of our turn around strategy and transformation plan by making significant investments in the operations of the company, including the recent establishment of a distribution center, the imminent revamping of La Cordée’s website/e-commerce platform and the opening of two new store locations scheduled later this year. We look forward to Mr. Morisset’s leadership to enhance the in-store and online customer experience bolstered by the renowned technical and product expertise of La Cordée’s staff.”
Morisset stated, “I am delighted to be part of such a rich history as La Cordée which has been an integral part of Quebec’s outdoor sporting goods industry for almost 70 years. I am also very excited to join the talented and experienced team at La Cordée as we work together to build upon the future expansions and to solidify our leadership position in Quebec.”
The company’s Board of Directors extended its appreciation to Steven Poirier as Interim President since summer 2021. He will continue in his current role as vice president purchasing.
