Attraction (asi/37442), a Lac-Drolet, QC-based apparel supplier, has acquired Sherbrooke, QC-based Jameo, an apparel customization platform. Financial details of the transaction were not released.

From left: Benoît Quimper, co-founder and CPO, Jameo; Julia Gagnon, vice president of operations, Attraction (asi/37442); Bruno Renaud, co-founder, Jameo; and Sébastien Jacques, vice president of business development, Attraction. All four executives are now co-owners of Attraction.

Moving forward, Attraction will offer fully personalized apparel through Jameo, delivered in six to eight weeks.

The acquisition, which follows private equity investments in Attraction from Desjardins and Investissement Québec, is key to Attraction’s strategy to expand its offerings in customization of eco-conscious apparel.

The Jameo platform, which offers 100% carbon-neutral “hyper-customized” products, will continue operating with its brand name and entire team under Attraction’s auspices. “The arrival of Jameo into the Attraction family will enable us to offer our business partners unique carbon-neutral garments in small quantities, delivered quickly,” said Sébastien Jacques, Attraction’s vice president of business development. “This is exceptional in our industry.”

Attraction will launch customization services from Jameo in early 2025. Options include apparel style (including short- and long-sleeve T-shirts, hoodies, vests, socks and others), embroidery, added pockets, colorblocking and custom tags. Its client roster includes major brands like Pepsi, Cirque du Soleil and Ocean Spray.

“We’re extremely excited about collaborating with Attraction,” said Bruno Renaud, co-founder of Jameo. “This partnership allows us to combine our customization technology with the manufacturing expertise developed by Attraction over the past 45 years. Together, we will push the boundaries of what we can offer to our respective customers.”

The relationship between Attraction and Jameo began with a joint recommendation from Desjardins and Investissement Québec. “When we were exploring ways to grow our customization capabilities, they suggested we connect with Jameo,” said François St-Pierre, marketing manager at Attraction. “That led to successful discussions and ultimately the decision to unite our strengths. With their financial backing and help facilitating this alignment, we’re now well-positioned to realize our combined vision.”

The move is also in line with Attraction’s ongoing sustainability efforts. This month, Attraction, which has been carbon-neutral since 2022, announced that it’s partnered with Mécanec Transformation Textile, which shreds the scraps from the supplier’s Quebec- and union-made Ethica line of organic cotton/recycled poly bags, T-shirts and fleece and turns them into padding, nonwoven material, or insulating and soundproofing products.

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