Before the first snowflake: How Groupe Touchette gets the aftermarket winter-ready
When temperatures drop and the first flurries arrive, road safety becomes a top priority for Canadian drivers—and winter tires play a critical role. What they do not see is the months of planning, coordination, and logistics muscle it takes to make sure those tires are on the shelf, in the right place, at exactly the right time.
At the heart of this intricate supply chain is Groupe Touchette, Canada’s leading tire distributor. Operating across 45+ distribution centres from coast to coast, the team manages one of the most complex seasonal demand challenges in the aftermarket: With a winter portfolio of over 6,500 unique offers, getting the right winter Stock Keeping Unit (SKU) to the right location before the season peaks is no small feat.
Winter is not just a busy season. It is the season. It accounts for nearly 70% of annual tire demand, which means a disproportionate share of the entire year’s business is compressed into a matter of a few weeks. Aligning inventory, capacity, and delivery routes across a national network—while managing the continued proliferation of winter-specific SKUs, driven by vehicle fitments, evolving technologies, and regional market needs—requires precision, foresight, and no shortage of horsepower.
The stakes are high. When the aftermarket tire industry cannot execute, the installer cannot deliver, and the driver ends up compromising their safety and that of their passengers.
Every link in the chain matters.
Winter peak in numbers
| Total deliveries | Around 300,000 |
| Distance travelled | Enough to make 250 round trips between Montreal and Tokyo |
| Volume spike | Up to 200% above non-peak levels |
Executing at this scale is what separates distributors from true supply chain partners. Groupe Touchette’s ability to absorb the complexity of winter peak—and keep product flowing to installers and consumers across Canada—making Canadian roads safer for the entire population.
The tires are ready. Are you?