Canadian technical fashion brand Kit and Ace has opened the doors to its newest and largest store within CF Toronto Eaton Centre, marking a milestone in the brand’s national growth strategy. Located on the third floor of North America’s busiest shopping centre, the nearly 4,100-square-foot space replaces the former Williams Sonoma unit and offers an expanded showcase for Kit and Ace’s growing assortment of apparel and lifestyle products.
The store, considered a high-profile location within the centre due to its galleria ceiling and high visibility, signals Kit and Ace’s renewed investment in physical retail as part of its long-term strategy under Unity Brands Inc. Founded by Joe Mimran, Frank Rocchetti and Kit and Ace CEO David Lui, Unity acquired the brand in July 2023 and has since steered it into a new phase of measured expansion.
“We signed a one-year lease, but we’re already talking about a long-term deal,” said David Lui, CEO of Kit and Ace, during a walk-through of the new space. “We love the location. We think it’s a great fit for our customer, and the traffic so far has been strong.”
Elevating the Retail Experience
The new Kit and Ace CF Toronto Eaton Centre store showcases an evolved interior design that departs from earlier store formats, including its West 4th flagship in Vancouver and the recently opened Toronto location at The Well. The layout and materials reflect the brand’s focus on movement, functionality, and easy elegance.
“This space was a full transformation. It used to be the Williams Sonoma with wooden fans and arched ceilings,” said Lui. “In two and a half weeks, our team repainted, re-lit, and reimagined the store. It’s now a true reflection of our brand, with design cues that match our technical apparel ethos.”
Notably, the store’s design includes blue walls, modern lighting, warm-toned hangers, and new mannequins positioned in dynamic, movement-based poses — a deliberate shift to reflect Kit and Ace’s “for people on the move” brand philosophy.
“We don’t treat temporary stores like pop-ups,” added Lui. “This may be a short-term lease, but the space represents our brand fully. It’s not a watered-down version.”
Leveraging Canada’s Top Retail Destination
CF Toronto Eaton Centre draws more than 50 million annual visitors, making it the most visited shopping centre in North America. The mall is undergoing significant evolution, with retailers like La Maison Simons, Nike, and Eataly preparing to open locations in fall 2025.
Kit and Ace now occupies a key spot on the centre’s third level, among premium retailers and next to Sephora. The location is not only visually appealing but strategically positioned between commuter foot traffic and tourists.
“This area of the centre gets excellent flow. We’re near office elevators, the parking level, and top-tier tenants,” said Lui. “Being close to Sephora, which drives significant female traffic, supports our focus on rebuilding our women’s assortment.”
That shift is paying off. According to Lui, women’s apparel now accounts for nearly 50 percent of sales, a notable increase from past years when the brand skewed more male.
A Store Designed for Brand Growth
The new Kit and Ace CF Toronto Eaton Centre store also functions as a testing ground for the brand’s future. It’s large enough to carry the full product assortment, from core basics to seasonal lines.
Among the best-selling pieces are the brand’s signature three-pack T-shirts and Navigator Pants, which Lui describes as “comfortable, easy-care, and core to our offering.” On the women’s side, popular items include the Maven Ponte Pants, Marbella Boyfriend Shirt, and newly launched linen options for summer.
“All of our pieces include technical elements, whether that’s moisture-wicking, stretch, or breathability,” said Lui. “Everything is designed to be easy to wear and easy to care for.”
National Expansion Strategy Continues
The CF Toronto Eaton Centre opening follows a steady stream of store launches. In May 2025, Kit and Ace debuted a new location at The Well in downtown Toronto. That was followed in June by a store at Metropolis at Metrotown in Burnaby, British Columbia, marking the brand’s 11th Canadian location.
Upcoming stores include Bayview Village in Toronto and Park Royal in West Vancouver. Meanwhile, the Calgary location at CF Market Mall is undergoing a full renovation, with renderings already released showing a cleaner, more elevated store aesthetic.
“We’re not rushing to open dozens of stores,” said Lui. “We take a thoughtful approach to real estate, evaluating each opportunity case by case.”
He added that the company has received interest from U.S. landlords but is staying focused on Canada for now.
“We’re still rebuilding the brand. We want to get it right, from product development to store experience to team training.”
The Role of Physical Retail
Even as digital sales remain an important part of the business, physical stores are central to Kit and Ace’s identity and growth.
“When customers touch our fabric, they fall in love with it,” said Lui. “That’s something you can’t replicate online. Physical retail allows us to tell our story in a more tactile and impactful way.”
He noted that the company sees strong cross-shopping between online and in-store, with many customers using stores to discover new products and try on sizes before ordering online.
“There’s no clear line between channels anymore. It’s all just retail,” said Lui. “But our stores are critical in making that connection.”
A Comeback Story
Founded in 2014 by Shannon and JJ Wilson, the family behind Lululemon, Kit and Ace originally launched with a high-profile international push. That strategy proved unsustainable, and the brand retrenched in 2017 to focus on Canada.
Under Unity Brands’ ownership since 2023, Kit and Ace has entered a new phase. Today, it focuses on high-traffic shopping centres, lifestyle-driven neighbourhoods, and a curated selection of locations that align with its core consumer base.
“Our goal isn’t to be everywhere,” said Lui. “It’s to be in the right places with the right experience.”
Building a Lifestyle Brand
Beyond physical retail and product expansion, Kit and Ace is evolving into more of a lifestyle brand rooted in the idea of technical fashion rather than technical apparel.
“We’re not trying to be trendy,” said Lui. “We want to be on-trend—fashionable, functional, and relevant to how people live today.”
He emphasized that comfort, versatility, and ease remain the brand’s north star. “Our goal is to make clothes that people can live in, travel in, work in. That’s the kind of brand we want to be.”
As for the new Kit and Ace CF Toronto Eaton Centre location, Lui sees it as both a flagship moment and a testbed for what’s to come. “This store gives us a chance to show everything we’re capable of. From product to people to presentation, it’s all here.”
And judging by the early response from shoppers, the brand’s return to prominence is gaining momentum.
