Lac-Drolet, QC-based apparel supplier Attraction (asi/37442) has promoted two sales executives to the management team.

Maxime Couture is now national sales director, and Bruno Renaud has been named partner and vice president of promotional sales for the Canadian manufacturer.

Maxime Couture and Bruno Renaud, Attraction (asi/37442)

Couture, who joined the company in 2019 as a promotional account manager, will now be responsible for spearheading all external sales strategies, including bolstering the company’s relationships across Canada.

“Max has earned the trust and respect of our clients across the country,” says President Sébastien Jacques. “His expertise and leadership will play a critical role in our continued growth.”

Meanwhile, Renaud will lead all sales efforts with a focus on both national and international expansion, and will be responsible for streamlining the customer experience. He’ll also oversee recruiting and developing Attraction’s internal sales teams. Together, Couture and Renaud will support the company as it continues to grow its industry presence and meet increasing demand for Canadian-made apparel.

“Our vision is clear,” says Renaud, who co-founded customization platform Jameo, which was acquired by Attraction in 2024. “We want to make it easier than ever for distributors to work with Attraction: faster tools, cleaner processes and a sales approach built for the next decade. Attraction has deep roots in Canadian manufacturing, and now we’re pairing that legacy with a modern, technology-driven sales structure.”

In 2024, Attraction announced that 100% of the textile scraps from its Ethica brand would be diverted from landfills and turned into padding, nonwoven material, or insulating and soundproofing products via a partnership with Mécanec Transformation Textile.