Cycling world welcomes the emergence of The Bracket as a new participant
In the bustling city of Montreal, a unique cycling apparel brand named Le Braquet has been making waves since its inception in 2018. Founded by Philippe Mainguy, family members, and Alexandre Shareck, the company has been growing steadily, with a focus on quality products and daring designs.
Le Braquet's first jerseys featured digitizations of oil paintings by the founder's uncle, setting the brand apart from its competitors. The company's warehouse is located in an old presbytery on the Plateau Mont-Royal, reflecting its roots in the city's rich history.
The pandemic seems to have boosted the popularity of cycling, with more people taking to the roads for exercise and leisure. Le Braquet has been no exception, experiencing a surge in demand for its products. In 2025, the company expects to sell 20,000 items, a 75% increase from the previous year.
The Le Braquet team has set their sights on expansion, with plans to enter the European market in 2026. The competitive landscape in Europe is fierce, with established brands like Rapha, Castelli, Assos, and Santini dominating the market. To stand out, Le Braquet may need to focus on product innovation, brand positioning, or niche targeting.
Le Braquet has already made strides in Canada, with more than 200 new corporate clients in regions such as Montérégie, Estrie, and Laurentides, in sectors such as hospitality, catering, or information technology. The company has also launched its own cycling club in 2021, catering to those who enjoy both the sport and social activities.
Marie-Pier Chouinard, an investor in the company, has contributed by opening a distribution center in Baie-Saint-Paul. Meanwhile, Philippe Mainguy expresses a desire to see Le Braquet clothing on the roads in France during cycling trips.
Le Braquet is also involved in about 50 custom jersey and bib shorts projects each year for work environments, group activities, charitable events, and fundraisers. The company's products include jerseys, bib shorts, socks, windbreakers, thermal headbands, and shoe covers.
As Le Braquet prepares for its European expansion, more details about its strategies, competition analysis, and product offerings are eagerly awaited by cycling enthusiasts and industry watchers alike. With its unique designs, quality products, and growing popularity, Le Braquet is poised to make a significant impact in the European cycling market.
While Le Braquet continues to excel in the Canadian market, offering unique cycling apparel with daring designs, such as jerseys featuring digitized oil paintings, the team eyes expansion into the European market in 2026. With established brands like Rapha, Castelli, Assos, and Santini dominating the market, Le Braquet may need to focus on innovation in product development, brand positioning, or niche targeting to stand out. Simultaneously, the company maintains its commitment to art, hosting 50 custom jersey and bib shorts projects each year, incorporating elements from a variety of arts, including sports.
