For select Ontario RONA stores, the arrival of spring brought a rather unexpected new offering this year. DIYers and contractors browsing the aisles for specialized tools and building materials can now add automotive parts to their carts—ranging from brake pads and shocks to suspension components.

By introducing exclusive AutoShack store-in-store spaces in a handful of Ottawa and Greater Toronto Area (GTA) locations, RONA—owned by Sycamore Partners since 2023—is aiming to break into a market crowded with well-established players. When asked to comment on the move, industry competitors Bumper to Bumper, UAP NAPA, and Vast-Auto declined interview requests.

At a time when modern vehicles are becoming increasingly complex, RONA’s decision to venture down this path might raise some eyebrows. However, the retailer views the initiative less as a radical pivot and more as a natural extension of the buying habits already deeply ingrained in its customer base.

“With this new offering, RONA wants to bring added value and greater convenience to both DIYers and professional contractors,” a RONA spokesperson explained via email. “There is a strong synergy between customers who do their own auto repairs and those who take on home improvement projects, whether for personal or professional use.”

The partnership relies on a “shop-in-shop” model, where “automotive solutions provider” AutoShack operates a dedicated space inside RONA stores. The Canadian company, with nearly 50 years of industry experience, offers OEM-certified replacement parts for modern cars, trucks, and SUVs, supported by on-site experts. Notably, in-store pricing matches AutoShack’s online rates.

For AutoShack, establishing a brick-and-mortar footprint is a logical next step. Founded in 1979 as a repair shop, the company transitioned into an auto parts wholesaler five years later, eventually expanding into direct-to-consumer e-commerce during the 2008 financial crisis. For President Gary Calagoure, partnering with a retail network that operates and services more than 425 corporate and affiliated stores coast-to-coast represents “a pivotal milestone in AutoShack’s evolution into a true omnichannel retailer.”

Blurring the Lines

This strategy reflects a broader retail trend where industry boundaries are increasingly blurring. Backed by a customer base already highly proficient in DIY (do-it-yourself) projects, RONA is primarily seeking to capitalize on complementary purchasing behaviors, rather than directly challenging specialized distributors on deep technical expertise.

Initial takeaways from the pilot phase have validated this approach. RONA reports “strong alignment” between the two brands and a “customer base even more aligned than anticipated, particularly among Pro clients who are highly hands-on and self-reliant, often handling their own automotive repairs.” This synergy, RONA notes, reinforces “the viability and synergy of the concept.”

While both parties stand to benefit from the alliance, the partnership still raises some questions. Although the aftermarket auto parts market remains vital for consumers—fueled by economic pressures that force many households to budget tightly—the role of the “weekend mechanic” is evolving alongside automotive technology. Electrification, the proliferation of advanced driver-assistance systems (ADAS), and deep software integration are making certain repairs highly complex, if not entirely impossible, to perform in a home garage.

Consequently, the main challenge is no longer accessing parts, but rather the consumer’s ability to actually perform DIY repairs on increasingly sophisticated vehicles. Ultimately, this initiative reflects a broader transformation in automotive retail, where the boundaries separating big-box retailers, e-commerce platforms, and specialized networks continue to fade.

By summer 2026, twelve Ontario locations are slated to house an AutoShack concept space. “The medium-term goal is to gradually develop this category based on customer feedback,” the company said, noting it intends to expand the initiative “where it demonstrates real value, while keeping regional dynamics and the potential of each market in mind.”