Our story

The Beginning of a Great Story

Jean-Claude Branchaud starts his business journey! After completing his studies in business, Jean-Claude Branchaud joined his father and sister in the family business, the local grocery store in the municipality of Bois-Franc. It was in 1959 that he truly ventured into the appliance sales industry by partnering with his cousin Robert. Branchaud was born!

Where Does the Expression "Le Coq des prix" Come From?

To understand the origin of the expression, we need to look back at the early years of Jean-Claude Branchaud, the founder of the Branchaud stores.

A passionate baseball player, Jean-Claude was an energetic athlete. Despite being barely over 5 feet tall, he was a dynamic man with a determined character, always ready to fight for victory. His opponents admired him and had nicknamed him "le p'tit coq" (the little rooster) because of his fighting spirit.

When it came time to choose a symbol for the Branchaud stores, the nickname "le p'tit coq" naturally emerged. And thus, "Le Coq des prix" was born! The first rooster was designed by Robert Éthier, a talented artist from the Blue Sea region. The current rooster, however, is the work of designer Jacques Fournier. Symbolizing courage and boldness, the rooster perfectly embodies the spirit of the Branchaud companies.

Branchaud Expands

Over time, the Branchaud store sees its customer base grow. In 1970, Jean-Claude Branchaud decides to build a new, larger building that is better suited to the company’s needs, with enough space to accommodate a large warehouse. Thinking ahead to potential future expansion, he chooses a spacious plot of land in Egan Sud. The new building is inaugurated on March 19, 1970, after an investment of $150,000, a significant sum at the time. Five years later, a 15,000-square-foot warehouse is added to complete the complex.

Establishment in Abitibi - Amos

Ameublement Branchaud chooses Amos as its location. The warm welcome received confirms that the choice was the right one! In 1984, a new warehouse is added to the Amos store. Then, in 1987, an investment of $300,000 enables significant renovations: the sales floor is expanded to 22,000 square feet, and the warehouse now covers more than 8,000 square feet. It is also in Amos that the "mezzanine" concept is introduced, a style that will later be adopted in several other Branchaud stores.

A Third Branchaud Store in Gatineau

On March 19, 1987, a modern store opens its doors in Gatineau. With over 40,000 square feet, 36,000 of which are dedicated to the sales floor, this new store adopts the mezzanine style already established in Amos.

The Branchaud family invests more than 3 million dollars in this project.

In the first year, sales far exceed even the most optimistic projections. After Maniwaki and Amos, Gatineau is won over.

The Maniwaki Store Destroyed by Fire

On November 18 of that year, around 6:15 PM, a devastating fire broke out, reducing most of the building and the warehouse to ashes, resulting in a loss of 3.5 million dollars.

The following day, facing this challenge, Jean-Claude Branchaud firmly declared, "We will rebuild!"

Temporary premises were quickly found, the administration set up in a mobile home, and operations resumed. A massive fire sale attracted over 1,000 customers, showcasing the company's resilience and determination.

The Maniwaki Store Rebuilt

Just ten months after the fire, the new building is ready. More modern and spacious, the Maniwaki store now offers two floors of furniture in large, airy spaces. Over the years, further improvements are made: a decidedly modern appliance department, an expanded electronics section, and a better-distributed sales area.

The Jean-Claude Branchaud Foundation is Established

$396,600 in Donations

The company’s involvement in its community has grown steadily over the years. In 1996, Jean-Claude Branchaud expressed the desire to create an organization dedicated to youth, and thus, the Foundation was born, with its primary goal being to assist young people.

A 4th Branchaud Store Opens in Val d'Or

The company continues its expansion, with the Val d'Or store opening in a 17,000 square-foot building. Over the years, the market in the region grows so rapidly that new investments become necessary.

A 5th Branchaud Store Opens in Rouyn-Noranda

Three years after the opening of the Val d'Or store, a new investment is made. This time, the company expands into the Rouyn-Noranda region, opening its fifth store. Modern and spacious, the building covers 30,000 square feet and creates 16 permanent jobs.

A New Division, "Transport Branchaud"

The region loses an important service: the transport of less-than-truckload shipments between Maniwaki, Quebec, and Toronto is discontinued. In response to this issue, the Branchaud brothers quickly act and announce the creation of Transport Branchaud. Since its launch on July 16, 2001, the company has specialized in less-than-truckload transportation as well as furniture delivery. Today, it operates 12 trucks and 20 trailers, including a refrigerated trailer, and provides full-time employment to 25 people.

Maniwaki Distribution Center

Ameublement Branchaud now operates five stores. The company’s growth has created new needs, and centralizing operations becomes a priority, both administratively and for distribution. To meet these demands, a large 32,500-square-foot infrastructure is built in Maniwaki. This distribution center serves all the company’s stores.

Acquisition of Ameublement Pagé-Mont-Laurier and Mont-Tremblant

February 10, 2006, marks a pivotal moment for Ameublement Branchaud. After months of negotiations, the company finalizes the acquisition of two Armand Pagé stores located in the Hautes-Laurentides, one in Mont-Laurier and the other in Mont-Tremblant, adding two new locations to the family business. Over the years, the Mont-Tremblant branch has since closed its doors.

Acquisition of Ameublement Lefebvre in Buckingham

On July 19, 2010, Les Entreprises Branchaud proudly announce the acquisition of Ameublement Lefebvre in Buckingham. This major investment allows the Branchaud family to continue its pursuit of excellence, increasing the group’s purchasing power and strengthening its market share. With this addition, the company now operates 9 stores.

Ameublement Branchaud in Buckingham Becomes an Écono Branch

A banner change for our Branchaud store in Buckingham! Following the success of our Écono branch in Val d'Or and observing the growing demand for warehouse-priced furniture and items sold with slight imperfections, we decided to transition the store to the Écono Branchaud banner. This change was a great success, allowing us to strengthen our purchasing power for our Écono branches.