Lambert, best known as one of Canada's leading supplier of bicycle parts and accessories, is repositioning itself as its raises its profile in the outdoor and running channels.  


In the works for the past four months, Lambert’s new image and positioning represents the continuation-and enhancement-of the company’s core mission. The logo itself represents Lambert at the centre of a three-way relationship:


  • Retailers, who get access to the best brands from around the world as well as convenient business solutions, with competitive payment terms, next-day delivery, easy access sales reps and unparalleled after-sales and warranty services.

  • Suppliers, who are looking for a best-in-class partner to sell and distribute their products within the Canadian market through a coast-to-coast sales force.

  • Consumers, who experience awesome moments practicing their favorite sports-thanks in part to the products our retailers sell.

“Lambert’s new logo puts emphasis on the fact that we put people and things into motion,” said Jay Hebert, Lambert’s Marketing Director. “That is really what Lambert is all about-and it is also true for our retailers, suppliers, and consumers.”


Lambert’s new positioning and brand identity were also developed so that the sports industry could even better identify with the company. “More than ever, a strong brand image for Lambert is crucial as competition increases,” explained Mr. Hebert. “As a distributor, we were accustomed to working behind the scenes, primarily promoting the brands we distributed. We no longer wanted to set aside one very important aspect of our company, which is how our customers and partners perceive us.”


Lambert’s new corporate image and positioning will be featured on our new season catalogue, available March 7th, 2011. The company is also upgrading its website to be faster, easier to use and carry catalogues for its new line of outdoor and running products. The web site will now offer three distinct catalogues.