Altitude Sports
A Canadian outdoor retail and e-commerce company offering apparel, equipment, and urban wear for travel and outdoor activities.
Last updated August 25, 2026
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Overview
Altitude Sports is a Canadian outdoor retail and e-commerce company headquartered in Montreal. Its assortment spans sports outerwear, outdoor equipment, clothing, and urban wear, with particular emphasis on travel, hiking, camping, and related outdoor pursuits. The business also operates its own product initiatives, including Vallier, a ready-to-wear label launched in 2019, and has participated in collaborative product development with Canadian apparel and outdoor brands. The company began in 1984 when its first store opened on Montreal’s St. Denis Street. Originally known as Altitude Sports Plein Air, the business sold and rented outdoor equipment and clothing. It later became an early Canadian online outdoor retailer: the Altitude-sports.com website was established in 1999, at a time when online specialty retail was still developing in Canada. The company’s digital focus expanded further with the launch of The Last Hunt in 2010, a sister outlet site serving customers seeking discounted outdoor products. A significant ownership transition occurred in 2011, when employees Alexandre Guimond and Maxime Dubois acquired the company and became majority owners. Altitude Sports subsequently moved toward a predominantly digital operating model. In 2016, brick-and-mortar stores represented only about 2% of total sales, and the original St. Denis Street location closed during the same year. This marked the beginning of the company’s transition to a fully online retail format. BDC Capital took a minority stake in early 2018. The company broadened its commercial model in 2019 by introducing an online marketplace. At the time of the expansion, its offer included products from approximately 430 brands. In September of that year, Altitude Sports launched Vallier, its first ready-to-wear collection. The initial range included coats, T-shirts, socks, and sweaters, and was described as relying substantially on materials such as organic cotton and Japanese wool. Altitude Sports has also connected its brand and merchandising activities with environmental initiatives. In 2016, it worked with Quartz Co. and Monark on parkas insulated with milkweed, presented as a first of its kind. The company has additionally collaborated with WWF-Canada, Protect Our Winters Canada, and the Trans Canada Trail on conservation, climate, and outdoor-access initiatives. Its public identity therefore combines specialty retail, digital commerce, proprietary apparel development, and environmental engagement. The available reference material does not establish current revenue, employee count, precise ownership percentages, or a detailed present-day management structure.
History
Altitude Sports was established in Montreal in 1984. Its first location, on St. Denis Street, operated under the name Altitude Sports Plein Air and combined the sale and rental of outdoor equipment and apparel. The early business served customers involved in outdoor recreation and developed a specialty-retail identity around equipment and clothing for activities such as hiking, travel, camping, and winter sports. The company entered digital commerce in 1999 by creating the Altitude-sports.com website. This made it one of the early Canadian online retailers dedicated to outdoor products and eventually became central to its business model. In 2010, it extended its online presence through The Last Hunt, a sister outlet site focused on discounted merchandise. In 2011, employees Alexandre Guimond and Maxime Dubois purchased the company and became majority owners. Under their ownership, Altitude Sports increasingly prioritized e-commerce over conventional stores. By 2016, physical retail generated only about 2% of total sales, and the original St. Denis Street store closed. The change represented the start of a transition toward a fully online retail operation rather than a conventional store-led specialty chain. Product development and sustainability-related initiatives formed another part of the company’s evolution. In 2016, Altitude Sports worked with Quartz Co. and Monark on parkas using milkweed insulation. The initiative linked the company’s retail activity with experimentation in alternative materials and Canadian outdoor apparel design. BDC Capital became a minority shareholder in early 2018, providing an additional institutional ownership relationship. In 2019, the company expanded its online offer into a marketplace model. Its assortment at that time included products from approximately 430 brands, broadening the selection beyond goods directly managed through a conventional retailer inventory structure. In September 2019, Altitude Sports launched Vallier, its first ready-to-wear collection. The collection included coats, T-shirts, socks, and sweaters and was described as using materials including organic cotton and Japanese wool. The company has also undertaken partnerships and charitable or environmental initiatives involving WWF-Canada, Protect Our Winters Canada, and the Trans Canada Trail. These activities have addressed conservation, climate change, and the protection or promotion of outdoor environments. Altitude Sports’ documented trajectory is therefore one of a Montreal outdoor-equipment retailer becoming a primarily digital commerce company, while adding outlet retail, marketplace capabilities, proprietary apparel, collaborative product design, and environmental partnerships. The available sources do not provide a verified current revenue figure, employee total, detailed ownership percentages, current executive roster, or comprehensive information about operations outside Canada.
- 2019
Marketplace and Vallier expansion
[1]Altitude Sports expands into an online marketplace and launches Vallier, its first ready-to-wear collection.
- 2018
BDC Capital becomes a minority shareholder
[1]BDC Capital takes a minority ownership position in Altitude Sports.
- 2016
Shift toward an online-only model
[1]The St. Denis Street store closes as physical retail accounts for only a small share of sales.
- 2011
Management-led acquisition
[1]Employees Alexandre Guimond and Maxime Dubois acquire the company and become majority owners.
- 2010
The Last Hunt opens
[1]The company launches a sister outlet website focused on discounted outdoor products.
- 1999
E-commerce website created
[1]The Altitude-sports.com website is established and becomes an early Canadian online outdoor-retail platform.
- 1984
First Montreal store opens
[1]Altitude Sports begins operations on St. Denis Street in Montreal as Altitude Sports Plein Air, selling and renting outdoor equipment and clothing.
Products and positioning
A Canadian, digitally oriented specialty retailer focused on outdoor recreation, travel, technical apparel, equipment, and selected urban clothing, with additional emphasis on proprietary design and environmental initiatives.
Outdoor apparel · 1984
Outdoor apparel and sports outerwear
Altitude Sports sells outerwear and clothing designed for outdoor recreation, travel, hiking, camping, and winter activities. The category includes technical and lifestyle-oriented garments, while the documented assortment also extends into urban wear. The available source does not provide a complete current brand or model list.
Outdoor equipment · 1984
Outdoor equipment
The company’s original retail activity included the sale and rental of outdoor equipment. Its later online assortment covered equipment for activities such as hiking, camping, mountaineering, skiing, and travel, although the available material does not identify a complete range of current product families.
Outlet e-commerce · 2010
The Last Hunt
The Last Hunt is a sister outlet site launched in 2010. It serves the discount segment of the outdoor market by offering reduced-price products associated with the broader Altitude Sports assortment. Specific current ownership and operating details are not provided in the reference material.
Ready-to-wear apparel · 2019
Vallier
Vallier is Altitude Sports’ first documented ready-to-wear collection, launched in September 2019. Its initial products included coats, T-shirts, socks, and sweaters. The collection was described as using materials such as organic cotton and Japanese wool, reflecting a design and materials focus beyond third-party retail.
Collaborative outerwear · 2016
Milkweed-insulated parkas
In 2016, Altitude Sports collaborated with Quartz Co. and Monark on parkas insulated with milkweed. The project was presented as an innovative outerwear development and connected the retailer with alternative-material experimentation.
Marketing campaigns
- 2016Milkweed-insulated parka collaboration
Canada
Altitude Sports partnered with Quartz Co. and Monark to design and produce parkas insulated with milkweed, linking outdoor apparel development with alternative-material research.
Outcome. The collaboration produced milkweed-insulated parkas and was presented as an innovative product-development initiative.
- Environmental partnerships with WWF-Canada and Protect Our Winters Canada
Canada
The company has worked with WWF-Canada and Protect Our Winters Canada on environmental and climate-related initiatives connected to outdoor recreation.
Outcome. The available source confirms the partnerships but does not specify campaign dates, budgets, or measured outcomes.
- Trans Canada Trail partnership
Canada
Altitude Sports has partnered with the Trans Canada Trail on initiatives associated with nature conservation and climate change.
Outcome. Specific program dates and quantified results are not provided in the available source.
Brand decisions
2019
Expand into an online marketplaceStrategyBackground
Altitude Sports had developed from a specialist retailer into a primarily digital business and reported an assortment of approximately 430 brands.
Action taken
The company expanded its e-commerce operation by creating an online marketplace.
Aftermath
The marketplace broadened the range of products and brands available through the company’s digital channel.
2019
Launch Vallier ready-to-wearProduct launchBackground
The company sought to extend beyond third-party outdoor retail into its own apparel development.
Action taken
Altitude Sports launched Vallier, a ready-to-wear collection including coats, T-shirts, socks, and sweaters.
Aftermath
Vallier became the company’s documented proprietary ready-to-wear label, with materials including organic cotton and Japanese wool cited in descriptions of the collection.
2016
Move toward a fully online retail modelStrategyBackground
By 2016, physical stores accounted for approximately 2% of the company’s sales, while the original Montreal store remained part of its historical retail footprint.
Action taken
Altitude Sports closed the St. Denis Street store and continued shifting its business toward online commerce.
Aftermath
The closure marked the beginning of the company’s transition to a 100% online retailer.
Share of sales from brick-and-mortar stores. 2% (2016)
Recent events
- 2019
Altitude Sports expands into an online marketplace[1]
Product launch
The company expanded its digital model with an online marketplace carrying products from approximately 430 brands.
- 2019
Vallier ready-to-wear collection launches[1]
Product launch
Altitude Sports introduced Vallier, its first ready-to-wear collection, including coats, T-shirts, socks, and sweaters.
- 2018
BDC Capital takes a minority stake[1]
M&A
BDC Capital became a minority shareholder of Altitude Sports.
- 2016
Altitude Sports develops milkweed-insulated parkas[1]
Product launch · Other
In partnership with Quartz Co. and Monark, the company participated in the design and production of parkas insulated with milkweed.
- 2016
Original St. Denis Street store closes during online transition[1]
Other
The Montreal store closed as the company shifted toward a fully online retail model; physical stores represented approximately 2% of sales that year.
- 2011
Employees acquire majority control of Altitude Sports[1]
M&A · Leadership change
Alexandre Guimond and Maxime Dubois acquired the company and became its majority owners.
- 2010
The Last Hunt launches as a sister outlet site[1]
Product launch
The company introduced The Last Hunt, an outlet-oriented online platform offering discounted outdoor merchandise.
- 1999
Altitude-sports.com launches[1]
Product launch
Altitude Sports created an e-commerce website, becoming one of the early Canadian online retailers specializing in outdoor products.
- 1984
Altitude Sports opens its first store in Montreal[1]
Other
The company began operations with a store on Montreal’s St. Denis Street under the name Altitude Sports Plein Air, selling and renting outdoor equipment and clothing.
Sources1 sources
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