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| Company type | Private |
|---|---|
| Industry | Retail |
| Founded | 2010 |
| Founders | Vincent and François Thériault |
| Area served | North America, Canada, United States, Mexico |
| Products | Custom menswear |
| Website | surmesur.com |
Surmesur is a Canadian custom menswear retailer specializing in made-to-measure clothing. Founded by brothers Vincent and François Thériault in 2010, the company is headquartered in Quebec City, Quebec. Surmesur combines traditional tailoring with innovative technology, offering clients personalized experiences through its proprietary digital fitting tools and a wide range of customizable options.
History
The idea for Surmesur originated from diverse trips the brothers took around Asia and South America. The accessibility of custom clothing in many countries inspired them. They started the company in 2010 after identifying a gap in the North American market for affordable, high-quality, made-to-measure menswear.
The first showroom opened in Quebec City, and the business quickly gained traction due to its unique approach to tailoring, which merges in-store consultations with digital fitting systems. By 2013, Surmesur expanded into Montreal and Toronto, marking its entry into Canada’s largest metropolitan market.
In 2016, the company launched its first U.S. store in Chicago, followed by Pittsburgh. In 2017, they introduced an augmented reality (AR) fitting experience in the Pittsburgh showroom, allowing clients to visualize their garments before production. This innovation positioned Surmesur as a leader in fashion technology.
Surmesur operates showrooms in Ottawa, Laval, Mississauga, Waterloo, and Vancouver, with on-the-road services in Mexico.
Business Model
Surmesur operates through a showroom-based, appointment-only model. Clients work with style consultants to create custom garments using a proprietary software called “Studio”, ensuring precision in measurements and design. Clients can choose from a wide array of fabrics, patterns, and customization options, such as collars, cuffs, and monograms. Finalized designs are sent to manufacturing facilities, and finished products are delivered within 4-6 weeks.
Awards
Surmesur has received various recognitions, including:
- 2011: Bourse Jeune entreprise Desjardins
- 2016: E-commerce award from Canada Post
- 2022: Special Hermes prize awarded to Vincent Thériault and his wife Catherine Savoie by Laval University for their work during the pandemic.
In 2024, Surmesur became the official suit provider for the NHL Coaches’ Association.
COVID-19 Pandemic
During the pandemic, Surmesur pivoted its operations to include the production of medical masks and gowns, addressing supply shortages. This effort secured a $255 million contract with the Québec government.
Vincent and François Thériault co-authored Made-To-Deliver: An inspiring entrepreneurial story of boldness and resilience during the COVID-19 pandemic, alongside Elise Paradis.
Community Engagement
In 2023, Surmesur launched the 104 Foundation, aimed at fostering youth entrepreneurship and supporting local charities in Québec.
See Also
- Made-to-measure clothing
- Augmented reality in retail
- Canadian fashion brands
References
- Retail Insider, 2018: Custom Menswear Retailer Surmesur Expanding Brick-and-Mortar Operations
- TVA Nouvelles, 2014: Surmesur: Quand l’habit fait la différence
- Electric Runway, 2016: Surmesur: Bringing Tailor-Made to the Modern Man
- Toronto Life, 2013: Surmesur Store Guide
- Pittsburgh Magazine, 2017: Cutting-Edge Custom Menswear Goes Digital
- Surmesur.com - Select a showroom
- Next Pittsburgh, 2017: Surmesur Boosts Pittsburgh's Fashion Clout
- Surmesur remporte la Bourse Jeune Entreprise Desjardins 2011
- Canada Post, 2017: Surmesur wins e-commerce award
- FSA ULaval, 2022: Des personnalités d’exception pour la 40e cérémonie des prix Hermès
- Retail Insider, 2024: Canadian Custom Clothing Brand ‘Surmesur’ Expanding with New Locations, and Partnership with NHL Coaches’ Association
- L'Actualité, 2021: À la chasse aux masques
- ICI Radio-Canada, 2021: « Tailler sa place » : récit d’une réussite entrepreneuriale en contexte pandémique
- Action 104, 2023: The Surmesur Foundation Becomes 104
