Canadian heritage apparel company Tilley is in the midst of a rapid retail expansion across Canada, with three store openings in roughly three months as the company accelerates its push into physical retail under parent company Unity Brands.
The company recently opened a new store at The Well in downtown Toronto following the launch of a location in Victoria, British Columbia. A store at Bayview Village Shopping Centre is also expected to open soon, becoming Tilley’s eighth location including its factory outlet store.
For many consumers, Tilley is still best known for its iconic hats. The company, however, has steadily expanded into apparel, sport and lifestyle categories while building a growing network of standalone stores in carefully selected markets across Canada.
“We definitely want to grow the chain,” said Arif Mukhtar, Vice President of Retail Development at Unity Brands. “We’re looking for the right real estate opportunities in markets that fit the brand.”
Tilley Targets Lifestyle-Oriented Retail Markets
The company’s recent expansion builds on the opening of its first modern standalone store on Toronto’s Ossington Avenue in late 2022. Since then, Tilley has expanded into locations that align closely with its customer base, including Oakville, CF Chinook Centre in Calgary, Victoria and The Well.
The strategy appears deliberate. Rather than pursuing aggressive nationwide rollout, the company is focusing on affluent urban neighbourhoods, premium shopping centres and markets with strong outdoor and travel-oriented consumer demographics.
Mukhtar said Ossington remains one of the company’s strongest-performing locations, while Oakville has also performed well because of its affluent customer base and alignment with the brand’s aesthetic.
Tilley also operates locations at Toronto Premium Outlets and a factory store in Toronto.
The Well Store Introduces a More Refined Concept
The recently opened store at The Well spans approximately 2,600 square feet and reflects what the company describes as a more refined retail concept for the brand.
Mukhtar said the company has spent the past several store openings refining what a Tilley retail environment should look and feel like.
“The stores have a very outdoors feel that reflects what the brand is about, getting outdoors and embracing nature,” he said.
The newer stores incorporate dark walnut finishes, forest green accents and lifestyle-focused merchandising intended to reflect the company’s outdoor roots while presenting the broader apparel assortment in a more contemporary way.
The assortment now extends well beyond hats and travel apparel. Tilley has expanded into full men’s and women’s collections as well as Tilley Sport, which includes golf, tennis and active lifestyle apparel.
The stores are also helping introduce the modern Tilley brand to consumers who may still associate the company primarily with headwear.
Wholesale Remains Core to the Business
Founded in 1980 by Alex Tilley, the company built its reputation through durable outdoor hats and travel apparel before growing into a broader wholesale and international distribution business.
Today, Tilley products are sold globally, including operations in Australia and the United Kingdom.
While the company is expanding its direct-to-consumer business, wholesale remains a major part of operations.
“Wholesale is still the majority of our business, but we’re continuing to grow the retail side and strengthen our connection with consumers,” Mukhtar said.
In Canada, the company has partnerships with retailers including RONA, where Tilley Tough workwear products are sold, as well as TJX banners including Winners and HomeSense through Tilley Home products.
Tilley Sport has also recently expanded into Simons through shop-in-shop presentations.
Unity Brands Guides Tilley’s Evolution
Tilley’s retail expansion has unfolded under Unity Brands, which also oversees Kit and Ace and other retail businesses.
Unity Brands includes Canadian retail entrepreneur Joe Mimran among its leadership group. Mimran is widely recognized for founding brands including Club Monaco and Joe Fresh.
The company has also maintained some manufacturing operations in Toronto, which Mukhtar said remains important to the brand’s Canadian identity.
“Being a Canadian brand, it’s important for us to maintain manufacturing in Toronto, and a good percentage of our hats are still made here,” he said.
