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Freshly funded Simons buys men’s grooming retailer Rituels

La Maison Simons Inc has bought, a Québec City-based company specializing in traditional shaving and grooming products and accessories for men. Terms weren’t disclosed.

Simons, a Québec City-based apparel retail store operator, said the acquisition, the first in its 178-year history, will enhance its product range for male customers.

Rituels Founding President Michael Carpentier will continue to lead the brand as a Simons executive.

Earlier this year, Caisse de dépôt et placement du Québec and Investissement Québec invested $44 million in Simons, gaining a stake in the company.


Simons to start selling shaving and grooming products for men with the purchase of

First acquisition in 178 years

QUEBEC CITY, July 20, 2018 /CNW/ – La Maison Simons announces the acquisition of, a Quebec City-based company specializing in traditional shaving and grooming products and accessories for men. This is the first transaction of its kind in Simons’ 178 years of existence and will enhance its product range for male customers, whose global market for grooming products is expected to exceed 60 billion dollars by 2020.1

The line of shampoos, soaps, shave oils and shaving creams distributed by Rituels will be phased in over the next few months both at Simons stores and online.

“Rituels pays the same attention to detail as we do when choosing products and strives to build long-term relationships with its customers, by providing an unparalleled shopping experience. Our companies target similar market segments, but from two different but perfectly complementary angles. It is therefore a natural association and one I’m really pleased to be entering into today,” points out Peter Simons, CEO of La Maison Simons.

“It is an honour to be part of such a well-known and valued name as Simons. This partnership will provide the Rituels brand with access to a new and previously inaccessible customer base and enable it to grow more rapidly than ever before. There is such great potential!” says the founding president of Michael Carpentier, who will continue to manage the brand as a member of the Simons team.

The transactional website and the new Rituels store, which recently opened its doors in Quebec City’s Petit Champlain quarter, will continue to offer customers the same quality products and services.

The meeting between Peter Simons and Michael Carpentier was by no means a coincidence. The two businessmen had spoken at length when Michael wrote a blog post last January suggesting that Simons integrate growing e-retailers into its digital development strategy. That was all it took to spark Peter’s curiosity.

“From there, we decided to meet and immediately realized our interests were aligned,” explains Michael Carpentier, who will have an expanded role at Simons.

“Michael will use his leadership and e-commerce expertise at Simons, specifically for converting our former distribution centre into an accelerator for creators and small and medium-sized businesses. I have total confidence in him,” Peter Simons asserts.

Founded in 2011, offers traditional shaving and grooming products and durable, stylish and handy accessories for men who appreciate quality, whether they are lumberjacks or actuaries. Initially an online boutique, Rituels now has its own storefront in Quebec City’s Petit Champlain quarter and its products are distributed by dozens of retail outlets across Canada and the United States.

La Maison Simons was founded in Quebec City in 1840 by John Simons. Originally a dry goods store, the company has now become synonymous with affordable and inspiring fashion. Today, the two Simons brothers Peter and Richard are at the helm of the family business and have become custodians of the brand. They make every effort to foster creativity and establish quality relationships with their customers, staff and partners alike, while being environmentally friendly and respectful of the communities they serve.

Simons has developed an original shopping concept and is recognized as an authority on fashion. The company offers an extensive range of cutting-edge fashion brands, exclusive private labels for men and women, supplemented by a selection of national brands and major international designer labels, making it a renowned fashion destination for all. Simons also offers home fashion products for the bedroom, bathroom and kitchen.

All 15 Simons stores provide a captivating and innovative environment designed to inspire customers with both the fashions on offer and the prominence given to art and architecture. Stores: nine in Quebec (three in Quebec City, including its head office in Old Quebec, Montreal, Anjou, Laval, Saint-Bruno, Sherbrooke and Gatineau); three in Alberta (two in Edmonton and one in Calgary); one in British Columbia; and two in Ontario (Mississauga and Ottawa).

1 According to Euromonitor International. In U.S. dollars.

For further information: Media Contacts: For inquiries in French: Roxanne Fortier |, T 418.704.1559 ext. 222 | C 418.805.2351; For inquiries in English: Carla MacNeil |, T 416.922.4404 ext. 23