Provigo is opening 11 Maxi & Cie big box stores over the next two years, five of them in greater Montreal, two in the Quebec City area, one in Ottawa-Hull and three in Toronto.
The Maxi & Cie stores will be built either from the ground up or in existing Maxi stores in which about 30,000 sq. ft. of non-food products and services will be added to 55,000 sq. ft. of grocery space.
Marie Bernier, vice-president of communications and public affairs for Montreal’s Provigo, says instead, the stores will stock items that people buy often. Outlets will also contain small branches of the National Bank of Canada.
The first Maxi & Cie opened in Montreal Sept. 25.
Advertising, by Groupe Everest in Montreal, started this summer and consists of print, tv and radio.
The company is not certain which agency will handle advertising for the Toronto stores, slated to open in 1997.
