Supported by their partnership with the OK Tire network and the recent addition of two new warehouses, Groupe Touchette is stepping up their expansion across Canada’s tire distribution market.

Montreal-based Groupe Touchette is Canada’s largest independently owned tire distributor. With two new facilities officially opened on October 1 and 2 in Quebec City and Saguenay, the company now operates 48 warehouses and distribution centres nationwide.

Groupe Touchette supplies automotive dealerships and tire retailers, including locations within their own network such as Ici Pneu, Pneu Solutions, Pneu Select, MécaniPneu, Pneus Chartrand Mécanique, Pneus Express Mécanique, Integra, Pneus Bélisle and TireCraft. Following a recent agreement with OK Tire, Groupe Touchette now also manages tire supply for all OK Tire and OK Auto Service stores across the country.

In an interview with Autosphere, Roger Champoux, Vice President of Sales at Groupe Touchette, said the opening of these two new warehouses reflects the company’s goal of offering customers not only a complete product lineup but also fast, reliable delivery. “We carry all major brands as well as several exclusive products,” he explained. “What matters most is making this full range available to consumers through our dealer and independent shop partners.”

Champoux added that the company’s strategy now focuses on strengthening regional coverage after having consolidated their presence in major urban markets for more than 40 years. The new facilities serving the wider Saguenay and Quebec City regions are a clear illustration of that direction.

Groupe Touchette does not sell directly to consumers online, as its distribution is 100% B2B. Online sales are conducted through online resellers, independent banners, or automotive manufacturers that have online sales platforms. That being said, online sales still represent a very small portion of tire sales by distributors in Canada, including Groupe Touchette. According to Champoux, Touchette’s philosophy remains to guide consumers toward their retail partners, where the true expertise in tire sales and service lies. He also highlighted the Group’s close collaboration with tire manufacturers, including OEM suppliers, to ensure technical and strategic product information reaches service advisors in tire centres.

Retail Sales

With their own banners and the recent agreement signed this spring with OK Tire, retail operations are taking on an increasingly important role within Groupe Touchette. This growth gained even more traction a week after the OK Tire deal, when the company appointed respected industry executive Leif Ellefsen as President of Touchette Retail and Commercial.

“I should clarify that Groupe Touchette remains, first and foremost, a distribution specialist,” Champoux pointed out. “Our agreement with OK Tire strictly covers tire supply, which we’ll handle on their behalf. We’re not involved in their retail network development.”

Still, as Champoux acknowledged, there’s a natural synergy in this partnership. Should OK Tire choose to expand their retail network, Groupe Touchette would be well positioned to ensure consistent and reliable supply across Canada.

Strategic Goals

When asked about the company’s future development priorities, Champoux first mentioned the need to optimize the distribution network nationwide. Over the years, multiple acquisitions have created the need to standardize facilities and processes while keeping up with growing demand and an increasingly diverse product lineup.

“We also want to strengthen our presence in regions that deserve better service,” he added. “We’ll continue to grow with the same market insight and prudence that have always guided our expansion.”

Diversification is another key focus. In the summer of 2023, Groupe Touchette acquired Fastco, a Canadian manufacturer and distributor of alloy wheels. The new wheel division operates as a standalone entity, but some of its inventory could eventually be integrated into select tire warehouses, allowing dealers and

tire retailers to offer customers a convenient one-stop solution combining new tires and aftermarket wheels.

The company also plans to continue expanding their commercial, industrial, and agricultural tire lines in high-potential markets across the country.

“Our goal is to help our customers seize new opportunities across Canada,” Champoux concluded. “We want to support their growth every step of the way.”