March 17, 2011 – Lambert, the leading pan-Canadian supplier of products for the bicycle, outdoor, and running sports industries, has announced a new positioning and brand identity, driven by the company’s evolving role as distributor that goes far beyond having product in stock. As Lambert has now expanded into other sports, including the addition of outdoor and running divisions in 2010, the time was ripe to rebrand the company.

In the works for the past four months, Lambert’s new image and positioning represents the continuation – and enhancement – of the company’s core mission. The logo itself represents Lambert at the centre of a three-way relationship:

– Retailers, who get access to the best brands from around the world as well as convenient business solutions, with competitive payment terms, next-day delivery, easy access sales reps and unparalleled after-sales and warranty services.
– Suppliers, who are looking for a best-in-class partner to sell and distribute their products within the Canadian market through a coast-to-coast sales force.
– Consumers, who experience awesome moments practicing their favorite sports – thanks in part to the products our retailers sell.

“Lambert’s new logo puts emphasis on the fact that we put people and things into motion,” said Jay Hebert, Lambert’s Marketing Director. “That is really what Lambert is all about – and it is also true for our retailers, suppliers, and consumers.”

Lambert’s new positioning and brand identity were also developed so that the sports industry could even better identify with the company. “More than ever, a strong brand image for Lambert is crucial as competition increases,” explained Mr. Hebert. “As a distributor, we were accustomed to working behind the scenes, primarily promoting the brands we distributed. We no longer wanted to set aside one very important aspect of our company, which is how our customers and partners perceive us.”

Lambert’s new corporate image and positioning will be featured on our new Season catalogue, available March 7th.

www.cycleslambert.com