Toronto-based fashion brand SMYTHE has appointed former Canada Goose executive Ana Mihaljevic as Chief Executive Officer as the company prepares for further retail expansion and investment in its digital business. The October 14 announcement comes ahead of a planned boutique opening at Toronto’s Yorkdale Shopping Centre in early 2027, adding to the Canadian womenswear brand’s network of standalone stores.
Mihaljevic will also speak at Retail Insider @ Rotman on November 3, joining three other Canadian retail leaders for an evening of fireside conversations exploring customer relationships and business growth. Registration is now open for the Toronto event.
Mihaljevic, who previously served as President, North America at Canada Goose, will oversee SMYTHE’s operations and growth strategy. Co-founders Andrea Lenczner and Christie Smythe will continue to direct the company’s creative vision and product development, maintaining their involvement in the brand they established in 2004.
The appointment comes as SMYTHE develops its direct-to-consumer business through physical stores and e-commerce, alongside its established wholesale operations. The company has identified investments in leadership, infrastructure and customer experience as priorities for its next phase of growth.
Ana Mihaljevic Brings Extensive Luxury Retail Experience
Mihaljevic joined Canada Goose in 2015 and held several senior leadership positions during her tenure, including Chief Commercial Officer and President, North America. Her responsibilities also included global store operations during part of that period, giving her experience across commercial planning, retail management and direct-to-consumer operations.
Before joining Canada Goose, Mihaljevic worked with international fashion companies including Ralph Lauren and Marc Jacobs. Canada Goose announced in January 2026 that she would depart the following month to pursue other opportunities, ending more than a decade with the Toronto-based outerwear company.
In SMYTHE’s October 14 announcement, Mihaljevic said she had been a customer of the brand before joining the business and was familiar with its design approach. She described an ambition to grow SMYTHE while introducing the company’s collections to a wider customer base.
Founders Retain Creative Leadership as Business Evolves
Founded in Toronto in 2004, SMYTHE initially established its reputation through tailored women’s blazers before expanding into a broader ready-to-wear collection. The brand built its business through wholesale distribution and subsequently added e-commerce and standalone boutiques, giving it greater control over how customers experience its collections.
Lenczner and Smythe will continue to lead the company’s creative direction, while Mihaljevic assumes responsibility for commercial operations and growth. The appointment introduces a dedicated CEO to manage the business as its retail and digital activities become more extensive.
In a joint statement announcing the appointment, the founders said Mihaljevic’s leadership would allow them to concentrate more closely on creative vision and product. The company also emphasized the importance of strengthening its operational infrastructure as it develops the business.
Yorkdale Boutique to Expand SMYTHE’s Canadian Retail Network
SMYTHE plans to open a boutique at Yorkdale Shopping Centre in early 2027, adding a third announced standalone location in Canada. Retail Insider previously reported that the store will occupy approximately 1,180 square feet between Ami Paris and Gentle Monster, placing the Canadian label among several international premium and luxury fashion retailers.
Yorkdale is co-owned by Oxford Properties and Alberta Investment Management Corporation and has continued to attract new international fashion brands. For SMYTHE, the location will provide access to customers shopping within one of Canada’s most established premium retail destinations.
The company’s first standalone boutique opened in Toronto’s Summerhill neighbourhood in 2022, at 1116 Yonge Street. The approximately 1,250-square-foot store allowed SMYTHE to showcase its collections in a dedicated environment while developing more direct relationships with customers.
A second boutique followed in 2024 at CF Chinook Centre in Calgary, occupying approximately 1,500 square feet. In an earlier interview with Retail Insider, co-founder Andrea Lenczner identified Alberta as the company’s strongest Canadian customer market outside Ontario, helping explain its decision to establish a physical presence in Calgary.
The Yorkdale opening continues SMYTHE’s measured approach to standalone retail expansion, with the company adding locations in markets where it has identified customer demand. No additional boutique openings beyond Yorkdale were announced as part of the CEO appointment.
Digital Growth Supports Further Investment
SMYTHE is also investing in its online business, where it reports substantial growth in customer acquisition. According to the company, annual new-customer acquisition through its e-commerce channel increased more than fivefold between 2021 and 2025, although it has not disclosed the underlying customer totals or corresponding revenue figures.
The brand launched e-commerce in 2017, five years before opening its first standalone boutique. Its business now combines online sales, wholesale distribution and company-operated stores, allowing customers to shop SMYTHE’s collections through several channels.
The company is preparing a refreshed digital customer experience as part of its broader investment strategy. For a retailer with a relatively small physical footprint, online operations provide access to customers in markets where a dedicated boutique may not be practical.
Mihaljevic to Join Canadian Retail Leaders at Rotman
Mihaljevic will participate in the November 3 Retail Insider @ Rotman event alongside Ian Rosen, President and Chief Operating Officer of Harry Rosen; Meghan Roach, President and Chief Executive Officer of Roots Corporation; and Kaelen Haworth, Founder of Absolutely Fabrics. Retail Insider Founder and Publisher Craig Patterson will interview the four executives during an evening of fireside conversations under the theme Finding Customer Fit.
The event will take place at the University of Toronto’s Rotman School of Management, with discussions beginning at 5:30 p.m. and networking to follow. Tickets are $35 plus HST, and registration is available through the official event page.
