RONA Celebrates 85th Anniversary with Exciting Updates

On the eve of its 85th anniversary, RONA Inc., a leader in the home renovation sector in Canada that operates or serves some 425 corporate and affiliated stores under various banners, mainly RONA, is striking hard with an ambitious brand repositioning for its flagship brand: RONA. The iconic brand will return to its essence by building on its entrepreneurial DNA and putting the RONA brand back at the centre of all its marketing offensives. The creative platform will oversee several marketing initiatives, including a major advertising campaign, the expansion of the new RONA+ brand, a renewed visual identity for RONA affiliate dealers and the launch of a new reality TV show in Québec.

"This is the most significant repositioning of the RONA brand in the past two decades. We are refocusing our marketing around RONA, placing this brand, which has 85 years of history and trust, at the center of our efforts. By highlighting our commitment to our customers, the uniqueness of our stores and our connection with local communities, we are reinforcing the values of proximity and commitment that distinguish our network," explains Catherine Laporte, Senior Vice-President, Marketing and Customer Experience at RONA Inc.

A major advertising campaign for RONA
Throughout its history, RONA has established itself as a trusted brand serving Canadians. To build on this momentum, an extensive advertising campaign is being rolled out across the country on various platforms, including billboards, television, radio, the internet, as well as print and social media.

RONA's new advertising campaign, designed by Sid Lee, embodies a mindset focused on people who love to create, uniting professional experts and amateur renovators. It adopts an engaging and entertaining tone, encouraging conversation while remaining refreshing and philosophical, without taking itself too seriously.

RONA+ Expands
On February 29, RONA reached an important milestone with the opening ceremonies of the last Lowe's stores converted to the RONA+ banner, marking the end of the Lowe's banner in Canada as well as the increased presence of the RONA brand in Canada. Thanks to the success of RONA+, this brand will be the subject of a pilot project in Quebec with the conversion of the Réno-Dépôt in Hull to the RONA+ banner in the first phase, followed by the conversions of the Réno-Dépôt stores in Sherbrooke and Charlemagne later this spring, paving the way for the upcoming arrival of this new brand in Quebec. As part of this process, the company wants to build on the heritage of the RONA brand and create momentum for this beloved Canadian brand.

New face for RONA affiliate dealers as of mid-April
A new visual identity intended solely for RONA affiliate dealers was also announced at the end of 2023, aimed at supporting the organization's ambition to become the strongest affiliate dealer network in the country. The exterior signage and interior branding elements of these stores have been revised to highlight the entrepreneurial spirit of RONA's independent dealers and take advantage of the brand's reputation. This new identity will be rolled out in RONA-affiliated stores starting in mid-April.

Renovation in reality TV format: The major RONA project is taking shape
Last November, RONA announced its return to Quebec television with the reality show Le grand chantier RONA, produced in partnership with Noovo and produced by Zone3. Hosted by Marie-Lyne Joncas, with the collaboration of designer, Daniel Corbin, and entrepreneur, Pierre-Olivier Cantin, this show, which is already establishing itself as the largest renovation competition in Quebec, will be on the airstarting April 1, Monday to Thursday, at 7:30 p.m. (and no, it's not an April Fool's joke!). This original concept will pit 12 couples against each other over a ten-week period of work to complete a series of renovations in order to win a new, fully completed home valued at $700,000.

About RONA Inc.
RONA Inc. is a leader in the home improvement sector in Canada, headquartered in Boucherville, Quebec. The RONA Inc. network operates or serves some 425 corporate and affiliated stores under the RONA+, RONA, Réno-Dépôt and Dick's Lumber banners. With a long and rich history, RONA Inc. has been helping Canadians with their renovation and construction projects since 1939. To achieve this, the company relies on a team of 22,000 employees, to whom it strives to provide an inclusive workplace where everyone is invited to contribute. RONA Inc. has been one of the best employers in the Montréal area since 2021. In addition, thanks to its ongoing sustainability efforts, the company is recognized as one of Canada's Greenest Employers. To learn more about the company, visit the www.ronainc.ca website.