Shopping Centers Today

MAR 2013

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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agency previously tolerated English-only signs, but the growing number of foreign companies using trademarked names became an issue, he says, particularly in downtown Montréal's commercial center. Some have complied. Crate & Barrel opened its first Montréal store last fall, calling itself Crate & Barrel maison ("home"). Starbucks Coffee now operates in Québec somewhat redundantly as Café Starbucks Coffee. Staples went above and beyond when it opened its first Québec store in 1993, calling itself Bureau en Gros (which translates as "Office Wholesale"). Others are chafing at what they describe as the language agency's heavyhanded approach. "There was a lack of discussion with the Office," said St-Pierre. Instead, companies received warning letters with threats of legal action, fines of up to $20,000 and the suspension of French compliance certificates, which are required for all large companies to operate in Québec. The Office itself can levy no fines or prosecute retailers but will report companies to the Québec Attorney General's office for noncompliance, Bergeron says. And it can revoke a company's certificate. "We haven't done that, but it's a possibility," he said. The agency is willing to work with companies and to give them time to meet the demands, provided the company can present a "reasonable" action plan. "Our goal is to make sure the charter is respected," he said. Customers appreciate it when retailers add French language to their signage, according to Tom Creary, chairman of the American Chamber of Commerce, Montréal division. "Québec is a good retail market — it's small, but higher-end," he said. "It's wise for new retailers to give respect to the French in their name. It's good for their market share to pay respect to the local French-speaking population." There are those who agree. "I think people really appreciated the fact that we respected their culture and way of life, which is probably more important in Québec than anywhere else in the world," said Steve Matyas, president of Staples Canada. About the language agency's crackdown, though, he said: "It's unfortunate that they would choose to reinterpret the law after it's been in place for so many years." Beyond commercial signage, meeting these language requirements is no easy task. Companies must translate all their information systems, hu- STAPLES WENT ABOVE AND BEYOND WHEN IT OPENED ITS FIRST QUÉBEC STORE IN 1993, CALLING ITSELF BUREAU EN GROS (WHICH TRANSLATES AS "OFFICE WHOLESALE"). 50 SCT / M A R C H 2 0 1 3 man-resources materials, training manuals and websites into French. Not only must in-store signage be bilingual, but also the French lettering has to be at least twice the size of the English "People really appreciated the fact that we respected the culture and way of life, which is more important in Québec than anywhere else in the world." equivalent. Restaurants are required to have French-language menus, and all retailers must hire bilingual staff. Though several retailers have declined to comment, Ethan Allen Global is monitoring the situation closely, according to spokeswoman Sandra Como-Puswicz, and Target, whose first Québec stores are scheduled to open in the fall, says only that it will respect the legislation. "At this point it would be premature to share our plans for store signage," said Sébastien Bouchard, the company's public-relations manager. Commercial requirements in the name of the Charter have been struck down twice before — one such would have prohibited signs in any language other than French, and another would have restricted businesses from using English in advertising or in their company names. In both cases the Charter was found to be in violation of the companies' freedom of expression. The case now before the Superior Court is in the initial stages. Discussions are focused on finalizing the calendar, and hearing dates are likely to come before summer. SCT

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