Psycho Bunny’s Big Break at Tennis Tournaments

Psycho Bunny, a clothing retailer based in Montreal, is trying to gain more recognition in Quebec. The brand, known for its playful bunny logo, has recently launched a pop-up shop during the Omnium Banque Nationale and the sales of items like polos and hats have exceeded expectations.

According to Bertrand Cesvet, the company’s shareholder and creative director, being present at major tennis tournaments in Montreal and Toronto has been a great opportunity. The 600-square-foot shop is on track to generate over half a million dollars in sales.

At the IGA stadium in Montreal, fans can’t miss Psycho Bunny’s presence. Not only does the pop-up shop attract customers, but staff members welcoming spectators are also decked out in Psycho Bunny apparel. This is all part of a three-year partnership with Tennis Canada, making Psycho Bunny the official clothing supplier for Team Canada at events like the Davis Cup, Billie Jean King Cup, and the current Omnium.

As a tennis enthusiast himself, Cesvet is excited about the exposure this event brings to the brand, which specializes in men’s and children’s clothing. Surprising sales so far have boosted his confidence in the venture.

“We knew it would be busy, and we took it very seriously,” says Cesvet. They even created special products for the event, like shirts featuring both the bunny and tennis rackets. “From the moment visitors arrive in the parking lot, the guides directing them are wearing Psycho Bunny. It’s obvious and clear, and we’re in a fantastic location. Commercially, it’s exceptional.”

Cesvet believes this visibility will boost foot traffic to their three stores in Quebec. “I’m certain it will change everything. Tennis fans will go home in their Psycho Bunny gear and talk about it with their family,” he adds.

Psycho Bunny started the year with just one store in Quebec at Carrefour Laval, but has since opened two more locations: one at DIX30 in Brossard and another at Centre Eaton in Montreal during the Canadian Grand Prix.

Despite being a Quebec-based brand since 2021, only 15% of the target audience is familiar with it. Cesvet explains, “It’s only been a year and a half since our head office moved to Montreal. Four years ago, we had no stores at all.”

The company currently has 11 locations in Canada, 86 in the United States, 10 in Japan, and 1 in Dubai. Cesvet aims to reach over 130 stores in North America and Latin America within the next 18 months, with plans to expand to Europe afterward.

Psycho Bunny is taking advantage of the growing popularity of polos. “Our flagship product is a polo, and since COVID-19, men are buying more polos and fewer dress shirts. We’re in a really good phase for polos right now,” Cesvet shares.

However, the polo market is tough, dominated by established brands like Ralph Lauren, Hugo Boss, and Lacoste. Cesvet is ready to compete. “What matters is putting the polo on the right guy, in the right place, at the right time. Whether it’s at a tennis match or on vacation in Greece, the product’s acceptability and universal appeal are compelling,” he concludes.