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BURLINGTON, Ontario —As a full-service national distributor of health and beauty products, MCP|Emerson Canada has built a reputation for providing a turnkey solution to brands and suppliers looking to establish a foothold in the Canadian marketplace. A subsidiary of the Emerson Group, the company continues to evolve its service offerings, with recent expansions in consumer insights and e-commerce, further solidifying its position as a key player in the industry.
“We are you in Canada, offering a turnkey solution,” says Steve Guyatt, president of MCP|Emerson Canada, noting that this comprehensive approach includes national sales coverage, marketing, inventory management, warehouse management and financial services.
With a dedicated team of 11 key account managers, supported by two sales support specialists and six sales administrators, MCP|Emerson Canada ensures that brands receive expert guidance and strong relationships with both national and regional retailers.
The establishment of MCP|Emerson Canada’s operations department represented a significant consolidation of essential functions, uniting them into one team for improved efficiency and effectiveness. “As a core component of client solutions, it ensures seamless reporting, high-quality project oversight, and strategic supply chain and demand planning. With our enhanced software capabilities, MCP provides deeper insights into sales performance, point-of-sale data, and competitive analysis, enabling data-driven decision making for our clients,” says Colleen McMillan, vice president of operations and client solutions at MCP|Emerson Canada. Additionally, the department offers the management of value-added services, including POS display creation, co-packing and over-labelling, providing cost-effective solutions for delivering bilingual products and expanding selling opportunities.
To further support its clients, MCP|Emerson Canada provides a dedicated marketing manager to act as a vital link between sales, inventory management and clients. This structure allows the company to facilitate tailored strategies for the Canadian retail landscape.
The company’s latest addition — consumer insights — leverages the Emerson Group’s established expertise in the U.S. market but tailors it specifically for Canada. By conducting market research focused on Canadian trends and shopper behavior, MCP|Emerson Canada helps clients better understand the unique nuances of the Canadian market.
“We do research specifically on trends and shopper behavior within the Canadian marketplace. We ensure that our insights are relevant to Canada rather than relying solely on U.S. data,” the company explains. “Sometimes we find synergies between the two markets, but there are also clear differences. These insights allow our client partners to become stronger leaders in their respective categories.”
One such distinction is the promotional nature of Canadian consumers. “In Canada, shoppers are highly driven by promotions, flyers and discounts, whereas in the U.S., many major retailers focus on an everyday low price strategy,” the company notes. Understanding these key differences enables brands to tailor their strategies accordingly.
Alongside insights, the company has ramped up its e-commerce initiatives in the past five years. This aligns with the broader retail shift toward digital commerce and allows MCP|Emerson Canada to provide a seamless omnichannel approach for brands looking to reach Canadian consumers both in-store and online.
MCP, founded in 1996, was acquired by U.S.-based Emerson Group in March 2019. A conscious decision to continue doing business as MCP allowed for continuity with its retail partners and acknowledged their strong brand heritage in Canada. Since then, the company has undergone significant growth, building out both their internal team and capabilities to better serve their clients.
“Since our partnership with Emerson in 2019, we have managed our growth while ensuring our employees are positioned for success, along with our clients,” says Guyatt. “We have underpinned the organization with youthful additions to ensure our longevity in the Canadian marketplace.”
With its commitment to market expertise, data-driven insights, and an expanded suite of services, MCP|Emerson Canada continues to lead the way in health and beauty distribution, providing brands with the resources they need to thrive in the dynamic Canadian retail environment.
