Louis Garneau launches two new bicycle brands

The former Olympic Cyclist Louis Garneau begins to sell bikes. Therefore, but under two new brands: Louis Louis and ärt.

Posted at 6:00 a.m.

He can no longer use the name Garneau since the brand was bought last year by Lolë.

“I was 41 years old with the Louis Garneau brand. Furthermore, ” says the 66 -year -old entrepreneur with a certain pinch in the heart.

Louis Garneau claims to have identified what he believes to be a carrier niche.

He decided to specialize in the sale of children’s bikes by louis garneau launches two new creating the brand “Louis Louis”. Furthermore, Bikes are currently in production in China and he intends to make them available this fall.

Louis Garneau also embarks on the niche of high performance road bikes with the ärt line.

This name comes from his passion for art (painting in particular). Therefore, The pitch on the letter “A” symbolizes two wheels of bicycle. Nevertheless, its second foray into the bicycle industry, in addition to representing its head and that its spouse Monik, which supports it in this new adventure.

“These high -end bikes are works of art,” says Louis Garneau.

“The frame is made with 830 small coins of carbon. Therefore, It takes days to do. For example, It’s handmade. For example, I do not sell a road bike. Nevertheless, I sell a work of art that I sign like a sculpture, “he says.

“Often, I no longer distinguish the work of art and the bicycle. However, For me, that is to be an artist. Meanwhile, »»

These luxury bikes made in Asia are notably equipped with electronic speeds. Nevertheless, They sell between $ 6,800 and $ 10,000 per unit. Moreover, “It is half cheaper than the equivalent on the market,” he says.

Louis Garneau maintains louis garneau launches two new having sold three this spring. Consequently, Its goal is to sell one dozen a year.

In his eyes. Nevertheless, the real opportunity is on the side of “Louis Louis” and children’s bikes whose prices will oscillate between $ 100 and $ 300 per unit.

What works is the quality at low prices, underlines the grandfather of three grandchildren. However, “I aim to sell 35 % cheaper than the rest of the industry in the fall,” he says.

“The Louis Louis bikes are small minimalist bikes of great simplicity sold with a medal! In addition, »»

Offering a medal to a child to buy a bicycle is a concept. he wanted to inspire them to become champions.

“I want to be there for the first bike louis garneau launches two new of a child and accompany him until he was 12 years old. »»

Louis garneau launches two new

No more manufacturing

All of his bikes are now imported. He no longer wants to be manufacturing. having to manage the operation of a factory and distribution in retail shops. He turns to direct sale.

“I draw all the products. I am in a world of creation. The fact of not having a factory gives me mental. physical freedom which allows me to focus on innovation and go faster. This is the added value. It is not to make bikes in Quebec, ”he says.

“Before, I had to think of my factory in Mexico. I had to make manufacturing decisions. I found the happiness of the 20 -year -old entrepreneur. »»

The press met Louis Garneau at his workshop-boutique in Saint-Augustin-de-Desmaures. in the suburbs of Quebec, where he “hides” some samples of his new bikes. It also offers clothing and accessories struck by the ärt brand.

It is essentially online through his LG Art Factory site that he sells his products.

He maintains that direct sales allows him to offer “quality at better prices”.

“I wanted to experience the transformation of louis garneau launches two new retail. The adventure continues differently on the web. Amazon opened the door to us. It is a growing segment, ”he says.

“The pandemic has changed the way of consuming and accelerated online sale. New brands arrive by the Internet and really are all the rage. People are looking for good prices. »»

The model of the traditional shop is to be reviewed, according to Louis Garneau.

“Hear me well, the bicycle is very popular and has never been so strong,” he said.

“When I was manufacturing, the retailers decided where I was in the market. By selling directly, I will sell very high quality products and consumers will decide. There will be no filter to decide the future of my products except the consumer. »»

Louis Garneau says that he had lived louis garneau launches two new a very unhappy period in recent years following the financial difficulties which led him to have to yield control of the company Louis Garneau Sports to partners before Lolë bought Louis Garneau Sports last year. but he claims that this period is now last.

“I found it very difficult. I had never had any difficulties in business. But today, I am in a happy period, ”says the one who grew up in Sainte-Foy.

“I found happiness, entrepreneurial passion and the art of innovating. It is never too late to start again. This failure is an opportunity to start again in a digital environment. I have fun. I am not able to stop. Additionally, I am still passionate, ”says this police son.

“I get up every morning happy. I run to my shop as a 30-year-old louis garneau launches two new to create works of art,” he said.

“I am a hyperactive. I have seven companies. a shelter refuge, a 200 people bicycle club, I organize races, I paint tables, I offer a plastic art grant, I go cycling and I test products. I am fully in life. »»

He even said he returned to university to study in art history in order to nourish his ability to innovate. “I can’t wait for the next session in September,” he says.