RONA Meets With its Affiliated Dealers and Presents a New Global Offer

Boucherville, Québec, December 4, 2023 – RONA inc., one of Canada’s leading home improvement retailers operating or servicing some 425 corporate and affiliated stores under different banners, announces a revamped business positioning, a series of new programs aimed at improving the profitability of its dealers, and a renewed brand image to support the ambition of becoming the strongest dealer network in the country. These announcements were made on November 30 and December 1, during RONA Connexia, an event featuring conferences and an exclusive buying show for the dealers.

“Our network of affiliated dealers is an integral part of RONA’s growth strategy and a key priority for our organization. Following the completion of in-depth market analysis and consultations with RONA dealers, we revised our overall offer so that dealers can dominate their markets,” says Andrew Iacobucci, President and CEO of RONA inc.

“Over the past few months, we’ve taken many actions to make our organization stronger, and now it’s our dealers’ turn to benefit from them. I’m proud of our great network, and I know we now have what it takes to be the best banner for dealer owners in Canada. Together, we have the strength, the energy, and the financial resources to increase our network’s footprint in Canada,” says Jean-Sébastien Lamoureux, Senior Vice-President, RONA Affiliated Dealers and Public Affairs.

Renewing in a fast-changing market
A new identity designed exclusively for RONA’s affiliated dealers was announced at the event. The signage outside of the stores and the brand elements inside were reviewed. This new identity will promote the entrepreneurial side of the dealers while capitalizing on the notoriety of the RONA brand.

“RONA is a strong brand that has been serving Canadians for nearly 85 years. With this modernized brand image, we wanted to capitalize on this asset, all while highlighting the uniqueness of our dealers and the close ties they have with their communities by personalizing their signage. The value of proximity, their unique history, and their community spirit resonate with consumers, and we wanted to maximize the impact of these important differentiators for the entrepreneurs in our network,” explains Catherine Laporte, Vice-President, Marketing at RONA inc.

Even more at Connexia
The Connexia event, held at the Queen Elizabeth in Montréal on Thursday, November 30, was an opportunity for RONA affiliated dealers to exchange with members of the RONA team, meet some of their vendors, and discover what’s new for 2024. Connexia continued the next day at the RONA Planogram Facility in Boucherville, a showcase highlighting products for the 2024 spring-summer season.

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About RONA inc.

RONA inc. is one of Canada’s leading home improvement retailers headquartered in Boucherville, Québec. The RONA inc. network operates or services some 425 corporate and affiliated dealer stores under the Lowe’s, RONA+, RONA, Réno-Dépôt, and Dick’s Lumber banners. With a long and rich history, RONA inc. supports Canadians in their home improvement and construction projects since 1939. To achieve this, the company relies on a team of 22,000 employees, to whom it strives to provide an inclusive workplace where everyone is invited to contribute. RONA inc. has been one of the Montréal region’s Top Employers since 2021. As a result of its ongoing efforts in sustainable development, the company was also awarded the Stratégie de développement durable Mercure award in 2022 and is recognized as one of Canada’s Greenest Employers. To learn more about the company, visit the website