Oberson has been the meeting place for skiers for generations. The company, founded in 1963, is now in the hands of the second generation: Alexandra Oberson took over from her father Maurice together with a partner, Daniel L’Écuyer.
However, before she accepted the presidential chair, she had to overcome her father’s reluctance.
“My father didn’t identify me as a potential successor because he didn’t want to sell to the family. He had witnessed many transitions that resulted in disputes or company failure. That’s why he didn’t consider this option,” says Alexandra Oberson.
Although she was drawn to business, Alexandra Oberson earned a bachelor’s degree in operations management from HEC Montréal, followed by a master’s degree with a concentration in consumer psychology. She worked in market research before joining the family business in the early 2000s.
“I joined the company because my father needed a helping hand. I held various operational and management positions within the company. Since I loved the field, I decided to position myself as a successor. Over time, my father’s perception changed, especially since my brother also showed interest,” she explains.
The transfer process that began in 2015 was completed in 2020 with the full repurchase of the company’s shares. Alexandra Oberson took over operational management together with her partner Daniel L’Écuyer, her father’s “right arm” who served as vice president for years. His brother Marc-André, a lawyer by profession, now runs the subsidiary Ateliers Oberson, which specializes in the repair and maintenance of ski and snowboard equipment.
Technological change
Today, Oberson operates two stores in Laval and Brossard, serving customers who sometimes come from Gaspésie and Abitibi to buy their snow or cycling equipment. The company is exploring the possibility of expanding its territory. “We are still looking for acquisitions of existing specialist stores. Due to the current recruiting difficulties, we prefer this option,” says Alexandra Oberson.
Thanks to the digital transformation initiated in 2008, the retailer experienced strong growth in its online sales. “Currently they represent 24% of our turnover, compared to 1% when I took over the company,” explains Alexandra Oberson.
This digital transformation has allowed Oberson to not only increase its presence in the Canadian market, but also to be resilient in the face of the pandemic. “Our adaptability allowed us to pivot quickly to manage order shipping or in-store pickup. The popularity of sports activities during the pandemic has boosted our sales.”
Rising inflation does not appear to have slowed this dynamic, at least not yet. “Sales growth continues. Winter sports enthusiasts generally have a higher income, inflation does not have a major impact on our sales. Only longer periods of recession could really affect our activities,” explains the manager.
In their development strategies, she and her partner focus on the growth of online sales on a pan-Canadian level. They also want to enter a new market segment: the sale of used equipment and clothing, which is in growing demand.
HR project
Your other big project is attracting and retaining employees. The company, which employs almost 200 people, has implemented various measures to provide its employees with a stimulating work environment.
“We have focused on training to make sure we retain them season after season. We employ many students who stay with us throughout their school career, from CEGEP to university, explains Alexandra Oberson. We have also improved benefits by offering up to six weeks of vacation depending on years of service. As for salaries, they have increased by more than 20% since 2015.”
Recently, Oberson has expanded its offering to include the sale of bicycles and equipment for cyclists. A market that is doing well and already accounts for 38% of sales. With this diversification, the retailer stays close to its DNA, the mountain.
“This is the only way you can differentiate yourself and become a specialist.” We continue to honor my father’s philosophy, which was always to offer customers selected products and sound advice,” says Alexandra Oberson.
PROFILE
Oberson
Date founded: 1963
Activities: Retail
Shareholders: Alexandra Oberson, Daniel L’Écuyer
Number of employees: 185