A Quebec company dresses NHL coaches

After the Pittsburgh Steelers, in the NFL, Surmesur, a Quebec company, received the contract to make it the official clothing of National Hockey League (NHL) coaches.

In an interview on LCN’s “Québec Matin” program, Jean-Pierre Lachance, the company’s marketing director, did not hide his enthusiasm for this news.

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“For a Quebec company to become the official designer of all NHL coaches, this is a great contract for us. We will gain a great deal of exposure in Canada and the United States,” he announced.

Surmesur has branches in Montreal, Quebec, Toronto, Vancouver, Pittsburgh and even Mexico City. It was also a visit from an NHL member that made this partnership a reality.

“He’s someone from the NHL who saw the partnership [avec les Steelers]Who came to the store and loved the service. Then contact us, follow Jean-Pierre Lachance. The league was looking for a company that looked to serve its coaches everywhere. […] “We allow it to reach almost everywhere in our markets.”

“Everything we do is custom-made. There are really no ready-to-wear garments that are pre-made. […] Instructors will schedule an appointment, meet with their stylist and create the pieces they need. […] Surmesur offers a range of casual products such as light jackets or overshirts, allowing us to dress all trainers.

An ambitious goal

This agreement, signed with the National Hockey League Coaches Association (NHLCA) over the summer, will not be limited to head coaches only. In fact, all members of the technical staff will be able to benefit from this association.

If we stick by Lachance’s words, the feedback is only positive at the moment, leaving the company ambitious for the future.

“It’s for all the ‘coaches’ for the 2023-2024 season,” he said. At the moment, we only receive positive messages from trainers who are really happy with the service we provide them and the product they will receive. I believe this agreement will continue over time and our goal is to have all the coaches dressed by the end of next season.