ABOUT

NOPé’s story begins in 2019 with neck gaiters and the first hoods, handcrafted in Saguenay by Samaëlle Belley, the brand’s founder.

First sold locally, these products gained visibility in 2020 via an online shop, a few retail partners, and the Salon des métiers d’art, paving the way for broader regional reach.

NOPé draws its name from the textile world, referencing the French verb noper, which means removing knots, called “nopes”, from a yarn or cloth. Its past participle, nopé, evokes the completed action: a yarn worked and cleared of irregularities.

This image inspires a brand rooted in detail and authenticity. By adding a distinctive accent, NOPé signals its Quebec heritage and a modern desire to stand out.

Catherine Sauvageau’s arrival in 2021 transforms NOPé. Leaving banking for entrepreneurship, she begins structuring the business: incorporation, trademark protection, digitization, and strategic partnerships.

Budgets grow and ambitions too. NOPé is no longer limited to Saguenay: the vision is clear, become a national brand.

2022 starts on a high note: NOPé accessories are winning over more and more people. Confident, the founder launches a clothing line in spring: sweatshirts, T-shirts, and biker shorts.

Despite strong marketing support, the initiative fails and puts the company at risk. A refocus on core products and new investments ultimately ensure NOPé’s survival.

In 2023, a new chapter opens: Catherine Sauvageau acquires NOPé and becomes its President and CEO. Under her leadership, the focus is clear: the brand devotes itself exclusively to head and neck accessories.

Apparel disappears from the collections, while systems are optimized, the online community grows, and retailers multiply across Quebec.

The Sports Experts journey begins in Saguenay–Lac-Saint-Jean, with Jonquière, Chicoutimi, and Chibougamau as first allies. In just three years, NOPé expands from 3 to 23 points of sale across Quebec.

Behind this growth: retailers’ trust, close relationships, and an increasingly loyal community.

2024 marks a creative turning point: NOPé debuts its own designs. Hood and overhood collections adopt original colors and patterns, conceived entirely in-house.

At the same time, the brand takes its first steps into the kids’ world with exclusive models featuring playful, colorful accents.

By late 2024, NOPé has won over Quebec. The team takes a bold step: testing Ontario. The market response is swift. Sales exceed forecasts, confirming that a brand born in Saguenay can thrive elsewhere. The dream of Canada-wide expansion begins to take shape.

In summer 2025, NOPé needs a solution for surplus generic fabrics that are no longer useful. The idea emerges: transform this stock into hand-sewn fleece sweaters, made one by one in Jonquière.

Offered in very limited editions, these sweaters, perfect for cool evenings, are a huge success and sell out quickly. A big thank-you to Ruth and her team of seamstresses.

In fall 2025, NOPé evolves its flagship product: the overhood. Its design is reworked to better fit ski and snowboard helmets. More fitted, it now features an adjustment system for added comfort. An improved version that cements the overhood as a snow-sports essential.

In fall 2025, NOPé creates a department dedicated to product development and innovation. Its mission: diversify the offering, improve quality, and create innovative products.

Based in Saguenay and led by Bianca Noël, a team member since 2023, this department marks a new stage in the brand’s growth.

Fall 2025: Fany Raymond joins the NOPé team as Director of E-commerce. Coming from major agencies, she brings deep experience in digital project management and growth strategies.

Her mission is clear: grow online sales, innovate, and optimize systems to take NOPé to the next level.

In fall 2025, NOPé launches at Simons. With 19 large stores across Quebec, Ontario, Alberta, British Columbia, and Nova Scotia, Simons makes the Saguenay brand available from coast to coast. Now distributed in around 60 points of sale, NOPé claims its place on the national stage.