Montreal’s iconic Steve’s Music to close 4 locations as it adapts to online shopping

An iconic Montreal music store is shutting four of its physical locations as part of a broader restructuring effort.

After six decades in business, Steve’s Music Store is shutting down all stores across Quebec and Ontario except for the flagship location on Sainte-Catherine Street in downtown Montreal.

The company says the closures are necessary to reposition the business to better compete with online retailers.

It’s a difficult day for generations of Montreal musicians – some of whom picked up their first instruments at Steve’s.

“I bought my first guitar and my amplifier from Steve’s downtown, and that’s over 50 years ago,” said Errol Johnson, the deputy mayor of Dollard-des-Ormeaux (DDO).

“It’s a loss… I’m sort of out of words.”

Johnson says he’s been a regular customer of Steve’s for as long as he’s played music – long enough now that it runs in the family.

“My grandson bought his first drum set here at this location. So, you see, it’s a history, a family tradition,” he said.

And despite the name, Steve’s has never been just a music store. Over the years, it’s played a key role in the community, including supporting Montreal’s West Island Blues Festival.

“Every year, Errol runs the Blues Fest,” said Keith Ford, the assistant manager of Steve’s in DDO.

“We provide amplifiers and drums and bass amplifiers and whatever he needs just to help out.”

“They have never said no,” added Johnson. “They are always a force in the community for good.”

The shop’s owner says brick and mortar franchises like Steve’s have been losing their edge over online music retailers.

“In the three years that I’ve been here, that foot traffic has slowed,” Ford said.

The company is having an “everything must go” liquidation sale, with up to 50 per cent off items.

The music store has been a Montreal staple for performers since 1965, known for its iconic motto: “Try before you buy.”

“We live in an easy world now, but when it comes to playing an instrument, I think you really do need to play it,” Ford said.

“Nine times out of 10, you put an instrument in someone’s hands, they’re gonna walk out with it,” said Robbie Cohn, the customer and special projects manager at Steve’s.

It’s also something customers say they can’t get anywhere else.

“They really care about their customers,” Julian Glasso told CityNews. “So it does feel like a second home for me.”

“The aspect of losing a human touch where music is actually the vibration, the passion, and just going back online is sad in a certain way,” said Eric Gouin.

“We just came from a store where they’re all in the wall and they’re all so pretty but you can’t, we’re not allowed to touch,” added Shihad Chakar.

“We came here and we saw that it’s closing now we’re like, ‘oh well, what are we going to do if we can’t try them?’”

As Steve’s Music turns the page, staff promise the business will be back — reset and better adapted to digital shopping.

“We’re just gonna refocus ourselves. It’s gonna be better,” said Cohn.