Montreal-based outerwear brand Moose Knuckles has opened a 4,500 square foot permanent storefront at CF Toronto Eaton Centre in Toronto, continuing an expansion that will see the footprint grow to over 35 stores and pop-ups.
“Toronto is the largest market in Canada and one of the largest outerwear markets in the world,” shared Ayal Twik, Chief Marketing Officer, Moose Knuckles. “It would only make sense to be in one of the most heavily trafficked malls in Toronto.”
Twik shared a few of the details about the store, which is bringing technology into the forefront of the customer experience.
“Utilizing frosted glass, glossy surfaces, and hypothermia-inducing landscape, the Toronto store stimulates a chilly temperature environment with its ‘Canada Cold’ installation that includes an immersive room. When someone enters the room wearing a jacket, images read Radio-Frequency Identification (RFID) tags in the jacket to change the scene to the wearer’s climate band.”
Moose Knuckles has been opening stand-alone stores across the country, in addition to an on-going collection of store-in-store offerings and an outlet collection. The Flagship is located at Yorkdale Shopping Centre which was the first-ever for the chain when it opened in the fall of 2017, with other stores at West Edmonton Mall, CF Chinook Centre, CF Polo Park, and CF Pacific Centre. The Outlet Collection at Niagara, Premium Fashion Outlets in Mirabel, QC showcase join a recently opened Pop-up at McArthur Glen Outlets in Vancouver.
“Moose Knuckles is one of the largest premium outerwear companies globally. The good news is that we are as popular in Europe and Asia as we are in North America. The downside is we can’t open everywhere at the same time so we have to be super selective and opportunistic, but the plan is to open in every major urban centre. We are super proud that as Canadians, we are exporting our vision to the world.”
Moose Knuckles joins a number of brands to open at CF Toronto Eaton Centre in the last six months, including Jo Malone, PLUS and a new Swarovski concept store. The Moose Knuckles location will be a destination on the third floor, which is in a high-traffic thoroughfare between Nordstrom and the main atrium of the shopping centre.
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