Miracle Mart

Miracle Mart was a Canadian discount department-store chain created by the Montreal grocery retailer Steinberg's. It operated primarily in Quebec and Ontario and competed in the mid-market discount sector against chains such as Towers, Bonimart, Zellers, Woolco and Kmart. The business was headquartered in Saint-Laurent, Quebec, and became one of Steinberg's attempts to extend its retail presence beyond conventional grocery stores. The chain was established in early 1961 as Miracle Mart Limited. Later that year, Steinberg's entered into an association with Woodward's, a Vancouver-based department-store operator. The first store opened in Pont-Viau on October 11, 1961, under the combined Woodward Steinberg name. A second store followed in November at the Place Greenfield Park shopping centre. The partnership ended in 1962 because of disagreements between the two companies. Both stores were subsequently converted to the Miracle Mart name, establishing the chain's independent identity. Miracle Mart sold a broad assortment of department-store merchandise rather than specializing in a narrow product category. Its stores were designed to provide general household and consumer goods at discount-oriented prices. The chain was sometimes located alongside Steinberg's grocery stores. In Ontario, Steinberg's grocery operations were renamed Miracle Food Mart in 1969, and the similar names occasionally created a close association between the grocery and department-store businesses. Some combined locations were grouped under the name Beaucoup. The retailer also had a connection to the development of Canadian media. To provide photographic film-processing services in its stores, the Greenberg brothers established Angreen Photo. That business later developed into Astral Photo and eventually became part of Astral Media, although the media company was not the same business as Miracle Mart. Miracle Mart struggled financially for much of its existence and reportedly achieved profitability only twice before its final reorganization. During the mid-1980s, Steinberg's attempted to simplify and reposition the chain by shortening its name to M. The first conversion took place at Carrefour Laval in 1985. Additional Montreal-area stores adopted the M identity in 1986 and 1987, while underperforming locations were closed. Of 31 Miracle Mart stores, 20 were converted to M stores and 11 were shut, including seven in Ontario and four in Quebec. The change effectively removed most of the chain's Ontario presence, apart from two Ottawa-area stores that also adopted the M name. The initial results of the M conversion were encouraging: the first five M stores recorded sales growth in December 1986 while stores that still carried the Miracle Mart name continued to decline. However, the new format soon encountered the same financial difficulties as its predecessor. The name was later modified to M Aubaine, or M Discount, in an effort to emphasize the chain's discount positioning. The successive changes confused customers and weakened the more upscale image the retailer had attempted to establish. When Steinberg's parent company Socanav sought to sell parts of the business, no buyer could be found for the poorly performing M stores. The chain entered bankruptcy in June 1992, and liquidation began in early July. Most of the remaining stores closed during the summer, with the final reported closures taking place on August 29, 1992. Miracle Mart and its successor M format therefore disappeared after three decades of operation.

Miracle Mart was founded in early 1961 as Miracle Mart Limited by Steinberg's, a Montreal-based grocery chain. Steinberg's was seeking to establish a department-store operation that could broaden its retail network and complement its grocery business. Later in 1961, the company associated with Woodward's, a Vancouver-based department-store chain. The two companies opened their first joint store in Pont-Viau on October 11, trading as Woodward Steinberg. A second location opened in November at Place Greenfield Park. The Woodward Steinberg partnership lasted only briefly. Differences in business views led the companies to separate in 1962, after which both joint stores were converted to the Miracle Mart name. The resulting chain concentrated on Ontario and Quebec and operated as a general discount department store. It occupied a middle position in the Canadian retail market, competing with such chains as Towers and Bonimart, Zellers, Woolco and Kmart. The name was sometimes confused with Miracle Food Mart, Steinberg's Ontario grocery-store banner introduced in 1969. Grocery and department-store operations were often located together, and some combined sites were organized under the Beaucoup name. Miracle Mart also offered film-processing services. The Greenberg brothers created Angreen Photo to provide that service in the stores; Angreen later became Astral Photo and developed into the media company Astral Media. Despite its broad geographic footprint, Miracle Mart experienced persistent financial problems. It reportedly made a profit only twice before its major 1980s restructuring. Steinberg's responded by replacing the longer name with the shorter M identity. Carrefour Laval was the first conversion, in 1985. Four additional Greater Montreal stores changed in 1986, followed by four more in April 1987 and the remaining conversions in August 1987. The program covered 20 of 31 Miracle Mart stores. The other 11 locations, including seven in Ontario and four in Quebec, closed. Only two Ottawa-area stores preserved an Ontario presence under the M name. The first M locations initially appeared to perform better. In December 1986, the five M stores recorded sales increases while the unconverted Miracle Mart locations continued to weaken. The improvement did not last. The M chain soon developed financial problems similar to those of Miracle Mart. Its name was subsequently altered to M Aubaine, or M Discount, to reinforce its price-oriented identity. The change was intended to clarify the format but instead contributed to customer confusion and weakened the chain's positioning. Steinberg's parent company Socanav later attempted to sell portions of the business. No purchaser could be found for the underperforming M stores. The chain declared bankruptcy in June 1992, and liquidation started in early July. Fifteen of the 19 remaining stores had closed by late August. The stores at Place Versailles, Carrefour Laval and Les Promenades Saint-Bruno closed on August 29, as did the remaining location whose lease situation had been under discussion. The chain consequently disappeared from the Canadian retail market in 1992.

• 1992

  Bankruptcy and liquidation

  [1]Miracle Marten.wikipedia.org

  The M chain files for bankruptcy in June, begins liquidation in July and closes its remaining stores by late August.

• 1987

  M conversion program completed

  [1]Miracle Marten.wikipedia.org

  Twenty of the chain's 31 stores are ultimately converted to M; the other 11 locations are closed.

• 1986

  Initial M stores show sales growth

  [1]Miracle Marten.wikipedia.org

  The five M stores operating in December report sales increases, while stores retaining the Miracle Mart name continue to decline.

• 1985

  First M conversion

  [1]Miracle Marten.wikipedia.org

  The Carrefour Laval store becomes the first Miracle Mart location converted to the shorter M identity.

• 1969

  Miracle Food Mart banner introduced in Ontario

  [1]Miracle Marten.wikipedia.org

  Steinberg's renames its Ontario grocery stores Miracle Food Mart, creating a related but separate banner that is often associated with Miracle Mart locations.

• 1962

  Stores adopt the Miracle Mart name

  [1]Miracle Marten.wikipedia.org

  After the Woodward's partnership ends, the two joint stores are converted to the Miracle Mart banner.

• 1961

  Miracle Mart Limited is founded

  [1]Miracle Marten.wikipedia.org

  Steinberg's establishes Miracle Mart Limited and opens the first associated store in Pont-Viau under the Woodward Steinberg name.

A mid-market Canadian discount department-store retailer offering broad general merchandise and household goods, positioned between conventional department stores and lower-price mass merchants.

• Discount department-store merchandise · 1961

  Miracle Mart general merchandise

  Miracle Mart operated broad-assortment department stores rather than focusing on one specialist category. Its stores offered general consumer and household merchandise through a discount-oriented retail format. The available historical material identifies the chain's overall department-store assortment but does not provide a reliable itemized catalogue of specific product lines.

• Retail service

  Photographic film processing

  Miracle Mart stores provided photographic film-processing services through Angreen Photo, a company established by the Greenberg brothers. Angreen Photo later evolved into Astral Photo and subsequently became associated with Astral Media. This was a service offered through the stores rather than a separately identified Miracle Mart product brand.

• 1992

  Enter bankruptcy and liquidate the storesOther

  Background

  Socanav sought to sell parts of the business, but no buyer could be found for the poorly performing M stores.

  Action taken

  The chain declared bankruptcy in June and began liquidating its remaining stores in July.

  Aftermath

  The remaining stores closed during July and August, ending the Miracle Mart and M retail operation.

  Source

• 1988

  Adopt the M Aubaine identityStrategy

  Background

  The M format continued to face financial pressure and needed a clearer discount-retail proposition.

  Action taken

  The chain modified its name to M Aubaine, also described in English as M Discount.

  Aftermath

  The additional name change reportedly confused and alienated customers rather than restoring the business.

  Source

• 1987

  Close 11 stores during the M restructuringStrategy

  Background

  The rebranding program was accompanied by a broader effort to reduce the chain's underperforming store base.

  Action taken

  Twenty of 31 locations were converted to M, while seven Ontario stores and four Quebec stores were closed.

  Aftermath

  The chain's presence in Ontario was largely eliminated apart from two Ottawa-area stores operating under the M name.

  Source

• 1985

  Rebrand Miracle Mart as MStrategy

  Background

  Miracle Mart had experienced prolonged losses and had reportedly been profitable only twice since its founding.

  Action taken

  Steinberg's began converting locations to the shorter M name, starting with Carrefour Laval.

  Aftermath

  The initial M stores showed encouraging sales results, but the format later encountered the same financial difficulties as Miracle Mart.

  Source

• 1962

  Separate from Woodward's and adopt the Miracle Mart bannerStrategy

  Background

  The initial Woodward Steinberg partnership ended after the two companies disagreed on business matters.

  Action taken

  Steinberg's converted the two joint stores to the Miracle Mart name.

  Aftermath

  The change established Miracle Mart as Steinberg's own department-store banner.

  Source

• 1992

  M retail chain files for bankruptcy[1]Miracle Marten.wikipedia.org

  Bankruptcy

  After prolonged losses and an unsuccessful attempt to find a buyer, the M chain entered bankruptcy in June 1992 and began liquidating its stores in July.

• 1987

  Most remaining Miracle Mart stores are renamed M[1]Miracle Marten.wikipedia.org

  Product generation

  The remaining stores were converted in phases, while 11 of the chain's 31 locations were closed during the restructuring.

• 1985

  Steinberg's begins converting Miracle Mart stores to the M format[1]Miracle Marten.wikipedia.org

  Leadership change

  The Carrefour Laval location became the first Miracle Mart store to adopt the shorter M name as part of a restructuring and repositioning effort.

• 1962

  Woodward Steinberg partnership ends and stores become Miracle Mart[1]Miracle Marten.wikipedia.org

  Other

  Differences between Steinberg's and Woodward's ended their association, and the two joint stores were renamed Miracle Mart.

• 1961

  Miracle Mart opens its first store under the Woodward Steinberg name[1]Miracle Marten.wikipedia.org

  Other

  Steinberg's and Woodward's opened the first store associated with the future Miracle Mart chain in Pont-Viau on October 11, 1961.

1. 1Miracle Marten.wikipedia.org