Ducati has opened its first of three new Canadian "boutique" stores (Toronto
and Vancouver on their way), this one in Montreal, and fittingly called
The moto-boutique is suitably located in the middle of Montreal’s Little Italy and is an offshoot of the multi-line dealership Monette Sports in Laval, which is owned by Alain Trottier.
According to Trottier, the new shop will allow them to gain customers on the island of Montreal who may not be willing to travel to Laval.
Due to its more snug size compared to your typical full service dealership, Ducati Montreal will focus on offering apparel, some of the more exotic Ducati parts, and a selection of bikes.
There are no service bays (service is offered through the Laval location), but there is a shared computer inventory with the Laval store — meaning that you can order something from there if the Montreal location doesn’t have it, and it should be there the next day.
There’s also a lounge area where you can have a cappuccino and watch DVD’s about Ducati while your better half spends your wages on a Ducati wardrobe for themselves and your two kids.
Jim McKenna from Ducati North America (who was also present at the opening) went on to say that the boutique idea is open to interpretation by each owner so that each one will be relatively unique.
The idea is that each boutique will capture some of the feel and look of the city that it’s in (though I did notice that there weren’t any strippers present, poutine was missing from the menu and people were very polite — very un-Montreal!).
Ducati also feel that in the present tough economic times, developing these kinds of ideas geared toward customer service is more likely to grow business than spending the money on developing a new motorcycle, so I guess we can expect more to come after Vancouver and Toronto.
Ducati Montreal can be found at 6816, boulevard Saint-Laurent, Montréal, QC, H2S 3C7.
All photos by Julian Haber.