Prince Global Sports announced that the Prince brand will be launched into the Canadian market through a strategic alliance with The Lalonde Group.  Based in Guelph, Ontario and operating as a direct sales and marketing operation under Prince Global Sports Inc., the new Prince Canada business will offer Canadian consumers premium performance products for both tennis and squash.

Over the course of 2013, Prince Global Sports has undertaken a review of its operations across core racquet sport markets globally and has implemented a series of business model changes to ensure that the brand is positioned for long-term growth. Canada is a core racquet sports market and the strategic alliance between Prince and The Lalonde Group will ensure that the specialty retail and club channel focus is central to the development of the Prince brand.

The Lalonde Group is owned and managed by Rick Lalonde, a highly respected Canadian racquet sports industry veteran.

“I’m very excited to be associated with Prince, a leading global brand in the racquet sports industry and a former market leader in Canada in both tennis and squash. Canadian consumers have been deprived of the opportunity to access Prince over the past two years and I believe that as the brand enters a new phase in its already illustrious history that this is the optimum time to bring Prince back.  Prince is globally recognized for its authentic brand positioning and its commitment to produce the best products for players of all abilities,” commented Rick Lalonde.

“I am delighted to have reached agreement with Rick and his Lalonde Group team. The market knowledge, experience and leadership that Rick will provide to the Prince Canada business will ensure that our common objective to position Prince as a premium, performance specialist brand and to deliver the highest levels of local service to specialty retailers and club pros will be quickly realized. Having recently visited many retailers I understand first-hand that Prince has the opportunity to be a leading brand again over the coming few years,” said Mike Ballardie, CEO Prince Global Sports.