Magnus Poirier, who is celebrating his 100th birthday this yeare Anniversary of its founding, today is part of the select group of Quebec companies that have been in business for more than a century.
What sets the funeral home apart from its many business successes is that it is still in the hands of the descendants of its founder.
“Magnus Poirier is the story of a family that knew how to perpetuate the founder’s values: mutual assistance, quality service, commitment to work and availability 24 hours a day. To help customers in difficult situations,” explains Isabelle Poirier, Vice President, Human Resources and secretary and treasurer of the company founded by her great-grandfather Magnus.
The company is currently managed by Jacques Poirier, a member of the third generation. Several representatives of the fourth and fifth generation are also active there. There are also many spouses. In all, more than twenty members of the Poirier family work in the funeral business.
Ability to adapt and innovate
“Each generation had its own challenges. For us, it was the pandemic as Magnus struggled with the Spanish flu in the early 1920s. We have always been able to recognize and respect the contribution of each generation to the development of the company,” says Mélanie Poirier, fifth generation undertaker embalmer.
Today, Magnus Poirier has six funeral homes, all located in the greater Montreal area and in Laval. The company, which employs 150 people, has grown through its acquisitions. “Every year our teams organize around 4,000 funerals, compared to 300 in the 1960s,” says Isabelle Poirier.
Development projects to expand territory on the North Shore side are in the pipeline, but it’s impossible to know more at this point. Although the company is focused on the Montreal area, the Magnus Poirier name has spread throughout the province thanks to its partnerships with other funeral homes. It also has a presence outside Canada’s borders with its repatriation or overseas deceased repatriation service.
“We are very close to cultural communities, so we have developed a range of services to serve them well while respecting their funeral rites and traditions. Our team speaks 13 languages,” explains Mélanie Poirier.
Magnus Poirier was also able to innovate to meet changing customer demand. Today, church services have given way to other forms of honor. “People want to come together more to celebrate someone’s life,” she says. This opens the door to new practices that we adapt to. »
A good example of this adaptability is the inauguration of the Ernestine Poirier room, named after the founder’s wife, who was President of the company from 1959 to 1967 after the death of her husband.
Located in the Sherbrooke Street East Funeral Complex, this lounge-style space will host the bereaved for celebrations that are in line with current trends. Its inauguration marked the start of the centenary activities that will take place throughout the year.
Stay in the family
While Magnus Poirier was active in the acquisition market, his managers were always able to withstand the onslaught of multinational funeral homes looking to expand their market. “Over the years we have turned down any merger or acquisition offer. Even today we have no intention of selling,” assures Isabelle Poirier.
The family therefore does not intend to give up their place, while some members of the sixth generation are already expressing their intention to join the company.
Magnus Poirier in brief
- Foundation date : 1923
- Activities : funeral services
- Shareholders: Jacques Poirier, Claude Poirier and their descendants (Participation) (70% of the shares), Marc Poirier (5%), workers cooperative shareholders of Magnus Poirier (25%)
- Number of employees : 150
Do you have any information about this story that you would like to share with us?
Do you have a scoop that might be of interest to our readers?
Write to us or call us directly at 1-800-63SCOOP.