Sephora Canada has opened its newest retail location on Ste-Catherine Street West in downtown Montreal, marking its 18th store in Quebec and bringing its total Canadian store count to 132. The opening of this location not only expands the brand’s reach in one of Canada’s most important urban centres, but also signals confidence in the resilience of physical retail amid shifting shopping habits.
Located at 1241 Ste-Catherine Street West, the new 4,130-square-foot store replaces a former Armani Exchange location and is positioned between The North Face and a recently opened New Balance store. This stretch of Ste-Catherine Street has seen a surge in leasing activity, bolstered by nearby openings from Alo Yoga and a major Apple flagship under construction across from Holt Renfrew Ogilvy.
A Strategic Downtown Investment
This new Sephora location is the company’s second store in downtown Montreal. The first opened in 2012 at Complexe Les Ailes and was later renovated and integrated into the expanded Montreal Eaton Centre, where it reopened in 2019 as a 12,500-square-foot flagship. That larger store remains one of the biggest Sephora locations in the country.
Opening a second downtown store signals renewed confidence in the vitality of Montreal’s core retail zone, particularly as other shopping destinations like Royalmount draw interest away from the traditional downtown core. With the addition of the Ste-Catherine Street West location, Sephora deepens its physical presence in a key Canadian market.
Elevating the In-Store Beauty Experience
Inside the new store, customers will find a selection of more than 340 leading beauty brands across categories including skincare, makeup, fragrance, and haircare. From high-end labels to affordable finds, the assortment aims to be accessible to a broad range of customers.
The store features signature services like Makeup Services and Colour iQ Shade Matching, enhancing the in-store experience with personalized consultations. These offerings continue to differentiate Sephora’s physical spaces from traditional beauty retailers and department store counters.
The Sephora Collection, the brand’s private label line known for its value and performance, is also prominently featured in the new store.
Building on a Nationwide Expansion Strategy
Sephora’s continued expansion in Canada follows an aggressive growth trajectory that began in 2004 with its first store at CF Toronto Eaton Centre. In November 2021, the company announced plans to open approximately 50 new locations nationwide, targeting underserved secondary markets and regional shopping centres.
The new Montreal store reflects a dual focus: solidifying its presence in major urban hubs while expanding access in smaller cities. Sephora is expected to surpass 160 stores across the country by spring 2026.
Real estate expert Jeff Berkowitz of Aurora Realty Consultants has played a pivotal role in guiding the brand’s Canadian store rollouts since Sephora’s entry into the market, and has negotiated Sephora’s store leases. Strategic site selection continues to be a core factor in Sephora’s physical retail success.
Competitive Positioning in a Crowded Market
The addition of a second downtown Montreal location also positions Sephora competitively against other luxury beauty destinations in the city. Nearby, Holt Renfrew Ogilvy’s 25,000-square-foot beauty hall continues to serve as a premium anchor for Montreal’s beauty scene.
With its curated product selection, experiential in-store services, and omnichannel integration, Sephora offers a compelling alternative for beauty shoppers seeking variety, access, and rewards.
This strategy may prove especially valuable as speculation grows that Ulta Beauty, Sephora’s U.S.-based rival, could renew its efforts to enter the Canadian market. Ulta previously explored a Canadian launch before delaying those plans.
Digital Integration and Omnichannel Capabilities
Sephora’s physical expansion is complemented by its robust digital infrastructure. Canadian consumers can shop online and take advantage of services such as Buy Online, Pick-Up In-Store (BOPIS), enabling a seamless omnichannel experience that blends digital convenience with in-person service.
The Sephora App also plays a key role in customer engagement, offering personalized recommendations, product tutorials, and early access to new releases. These tools help to bridge the gap between discovery and purchase, whether customers are shopping in-store or from home.
Loyalty as a Brand Pillar
Central to Sephora’s long-term growth in Canada is its Beauty Insider loyalty program, which launched in 2007. The program includes three tiers: Beauty Insider, VIB (Very Important Beauty Insider), and Rouge, each offering increasingly valuable rewards such as early sale access, free shipping, and exclusive gifts.
With millions of members across the country, the loyalty program fosters customer retention and encourages repeat purchases, helping to solidify Sephora’s market dominance in an increasingly competitive beauty sector.
Community Engagement and Brand Alignment
Sephora Canada has also aligned itself with broader community initiatives, reflecting evolving consumer values. In June 2021, the retailer launched a campaign celebrating National Indigenous History Month, collaborating with Indigenous artists and creators. The campaign underscored Sephora’s public commitment to inclusion and representation.
More recently, in January 2025, the company became a founding partner and official beauty partner of Toronto Tempo, Canada’s inaugural WNBA franchise. This partnership aligns Sephora with women’s empowerment and sport, further embedding the brand into Canadian culture.
This is exciting news for beauty lovers in Montre
Finally opened! The Eaton Centre one was always so crowded. This new spot is super convenient and looks so modern.
Good article
Nice