Toronto’s Yorkville neighbourhood is seeing further retail investment along Cumberland Street, where Canadian skincare brand The Ordinary is preparing to relocate its longtime boutique and British jewellery retailer Diamonds Factory is planning a new storefront. The two forthcoming locations are near the recently opened Harry Rosen flagship and established French luxury bakery Ladurée, adding to several retail changes along the street over the past two years.
The Ordinary is moving from its Bellair Street storefront at 1240 Bay Street to 162 Cumberland Street, with signage announcing a November 2026 opening. The relocation comes as the building housing its existing boutique remains part of long-standing plans to expand the adjacent Village of Yorkville Park.
The Ordinary Relocating After Nearly a Decade in Yorkville
The Ordinary’s existing boutique occupies part of the commercial building at 1240 Bay Street, with its storefront facing Bellair Street near Cumberland Street. The location was among the early Toronto stores established by DECIEM, the Canadian beauty company behind The Ordinary.
Retail Insider reported in March 2017 that DECIEM had established four street-front boutiques in Toronto, including Yorkville. Its first store opened in July 2016 at 881 Queen Street West, followed by additional locations in Cabbagetown, Kensington Market and Yorkville.
The Bellair Street boutique has operated for approximately a decade, predating much of The Ordinary’s subsequent international growth. Its relocation will keep the brand within the same Yorkville shopping district, a short distance from its existing premises.
Construction hoarding at 162 Cumberland Street identifies the forthcoming store and features The Ordinary’s skincare products alongside the message “Better Access to Quality Skincare.” A notice at the existing Bellair Street boutique states, “We’re Moving. Opening Nov. 2026: 162 Cumberland St.”
DECIEM was founded in Toronto in 2013 by entrepreneur Brandon Truaxe, who died in January 2019 at the age of 40. The company became internationally recognized through The Ordinary, which developed a substantial following for its ingredient-focused skincare products and accessible pricing.
The Estée Lauder Companies initially invested in DECIEM in 2017 and acquired majority ownership in 2021. It completed its acquisition of the business in May 2024, bringing the Canadian-founded skincare company fully into its portfolio.
Diamonds Factory Preparing Cumberland Street Store
Immediately beside The Ordinary’s forthcoming boutique, Diamonds Factory has installed construction hoarding announcing another upcoming retail opening. The signage identifies the business as a custom fine jewellery retailer and includes the message “Coming Soon,” although no opening date is displayed.
Diamonds Factory specializes in diamond engagement rings, wedding bands and other fine jewellery, with a business model incorporating customizable products, online sales and physical showrooms. The British-founded company has developed a Canadian presence through appointment-based locations in several markets.
In Toronto, Diamonds Factory currently lists a showroom at 99 Yorkville Avenue, Suite 200, in an upper-level commercial space. Its Canadian network also includes locations in cities such as Montréal, Ottawa, Calgary, Edmonton, Vancouver and Victoria.
The new Cumberland Street premises are notable because many of the company’s Canadian showrooms operate from office buildings or upper-level commercial spaces. A prominent street-facing location in Yorkville would provide greater visibility to shoppers passing through the neighbourhood.
Cumberland Street Attracts New Retailers and Established Canadian Brands
The forthcoming stores join several retailers that have opened or relocated along Cumberland Street in recent years. Across the street, Canadian luxury menswear retailer Harry Rosen opened its approximately 38,000-square-foot, three-storey flagship at 153 Cumberland Street in September 2026, replacing its longtime Bloor Street West flagship.
Canadian designer Ross Mayer opened a roughly 1,000-square-foot boutique at 122 Cumberland Street in March 2025, offering fashion collections, bespoke tailoring and bridalwear. Retail Insider reported on the opening, which marked a new physical retail presence for the Toronto-based designer in Yorkville.
Another Canadian fashion business, Rock ‘N Karma, returned to Yorkville in December 2024, opening a boutique at 132 Cumberland Street after operating for several years on Queen Street West. Founded by sisters Naomi and Devorah Shapiro, the label had previously operated in Yorkville before moving west and subsequently returning to the neighbourhood.
The street also retains a mix of established specialty retailers. French luxury bakery and pâtisserie Ladurée operates at 162 Cumberland Street, while Avec Plaisir Fine Lingerie & Swimwear has a longstanding presence at 136 Cumberland Street and specializes in luxury intimate apparel and swimwear.
Cumberland Street is also seeing some consolidation among its established luxury retailers. The standalone ERES boutique at 126 Cumberland Street will close, with its merchandise offering being integrated into nearby Avec Plaisir at 136 Cumberland Street, staff at the ERES boutique confirmed to Retail Insider. ERES, the French luxury swimwear and lingerie brand owned by Chanel, is already carried by Avec Plaisir.
Together, these businesses illustrate the range of retail concepts operating within a short stretch of Cumberland Street, from Canadian designer boutiques and luxury menswear to skincare, fine jewellery and specialty food retail. The upcoming openings of The Ordinary and Diamonds Factory will add to a street that has experienced new investment, retailer relocations and some consolidation.
Village of Yorkville Park Expansion Remains Part of Redevelopment Plans
The Ordinary’s move also brings renewed attention to the future of its existing building at 1240 Bay Street, which has been included in long-standing plans to expand Village of Yorkville Park. The proposed project would involve demolishing the commercial building and creating additional public space toward Bay Street.
The property incorporates access to the TTC’s Bay subway station, making the accommodation of transit infrastructure an important consideration in any redevelopment. The existing building’s relationship with the station has been part of discussions about the site’s future.
In September 2020, Toronto City Council approved arrangements connected to the redevelopment of 80–82 Bloor Street West that included provisions for acquiring leasehold interests at 1240 Bay Street. Those arrangements contemplated demolition of the commercial building and the creation of parkland, with an approximately 1,760-square-metre park area identified in the planning framework, excluding certain TTC-related areas.
Park-related provisions were subsequently incorporated into an August 2024 Ontario Land Tribunal zoning bylaw governing the Bloor Street West redevelopment. The bylaw identified July 20, 2025 as a scheduled closing date for the leasehold acquisition, subject to its terms and provisions.
The current status of that transaction has not been independently confirmed, and no demolition or park construction timetable has been established. The Ordinary has also not confirmed whether the planned park expansion directly prompted its relocation.
Retail Insider previously documented the retail properties at 1240 Bay Street in March 2017, including DECIEM’s Bellair Street storefront. The building has long occupied a prominent position beside the park and near Bay subway station.
