Born Canadian, Point Zero emerges from the starting point of any adventure. Home to a wildly diverse climate with four distinct seasons and devastatingly cold winters, a Canadian’s wardrobe quintessentially adapts accordingly.
Launched in 1979 by Maurice Benisti, Point Zero inspires from one’s man dream to create a collection for him and men alike, seeking trend-focused weather functional attire. By 1984, Point Zero was a household name in the Canadian men’s casual wear marketplace, most notably for its iconic outerwear.
While Point Zero was enjoying immense success, Maurice met and married his clever and beautiful wife Nicole Benisti, with whom he continues to drive the business with today. Together, Maurice and Nicole expanded from men’s into women’s and childrenswear, growing Point Zero into Canada’s leading fashion lifestyle brand with their uncanny ability to transform trends into practical fashions at attractive prices.
Initially structured as a wholesaler, Point Zero began opening concept retail stores throughout Canada soon after the millennium. Its flagship and headquarters, erected in 2006, stand impressively in the heart of Montreal’s garment district at 200 000 square feet with a helicopter landing on the rooftop. Today, Point Zero counts 20 stores internationally with concentration predominantly in Canada and the Middle East, nearly 200 franchises worldwide and partnerships with the world’s leading retailers such as Macy’s, Nordstroms and The Hudson Bay Company.
Under the umbrella of the Point Zero Corporation, Maurice and Nicole’s eponymous outerwear collections, M.Benisti and Nicole Benisti have taken notice on the international stage thanks to icons like Jennifer Lopez and French Montana rocking the jackets daily. Having restructured a mid-range offering to a luxury price point, both collections have successfully penetrated the luxury outerwear market selling to America’s premium department stores Saks Fifth Avenue, Bergdorf Goodman and Neiman Marcus.
With an evolving business plan to meet market trends, Point Zero and its affiliated brands remain current by adapting their marketing through speaking to consumers in their preferred medium with social media dominating the strategy. Through an extensive global network of tastemakers promoting the brand, the Point Zero Corporation boasts an impressive social media reach of over 150 000 followers across its social media channels.