The Indigenous-owned aaniin pop-up retail store at the CF Toronto Eaton Centre has achieved an extraordinary milestone, exceeding its one-month sales goal in less than 10 days, generating four times its projected revenue within two weeks.
This groundbreaking achievement highlights the growing demand for Indigenous-owned brands and the impact of aaniin’s innovative retail concept.
“The success of aaniin isn’t just about meeting sales goals – it’s about showing the world the power of Indigenous entrepreneurship,” said Chelsee Pettit, founder of aaniin, an Anishinaabe entrepreneur from Aamjiwnaag First Nation. “This store is all about celebrating Indigenous creativity, and we’ve made supporting our community easier than ever in a way that’s powerful, accessible and inclusive.”
Since its launch on November 29, the aaniin pop-up has transformed retail at the CF Toronto Eaton Centre. “Aaniin,” meaning “hello” in Ojibwe, is more than a pop-up shop—it’s a movement to promote and expand Indigenous commerce, said the retailer in a news release.
“Spanning 6,500 square feet, this retail space features over 40 Indigenous-owned brands, including aaniin’s in-house streetwear brand, as well as apparel, jewelry, beauty, home goods, artwork, books, and more. This exciting addition to the Downtown Tkaronto (the Mohawk word for Toronto meaning “the place in the water where the trees are standing”) mall invites everyone to embrace Indigenous entrepreneurship and creativity in an entirely new way,” it said.
“In addition to aaniin’s in-house products, the pop-up showcases 45 other Indigenous-owned brands that are thriving this holiday season, benefiting from the visibility and sales momentum aaniin has created. From established names like Cheekbone Beauty and Lesley Hampton to emerging brands like Future Kokum, these businesses are enjoying one of their most profitable seasons yet. The initiative is empowering small brands to succeed in a retail environment that often prioritizes large-scale enterprises, creating opportunities for economic growth and broader recognition of Indigenous talent.”
aaniin is inviting shoppers to a special book signing and reading event on Saturday December 14 from 1 p.m. to 4 p.m. The event will feature Cree Nomad, the Métis-Cree, Two-Spirit author and climate activist, whose debut novel, Hey, June, has become a sensation since its release earlier this year. Attendees can bring their copy of the book or purchase one in-store to have it signed by the author, enjoy a reading from Hey, June, and sip tea while connecting with the community in a welcoming space.
Also, shoppers can enjoy mini makeover sessions with Cheekbone Beauty from December 12 to 14. The pop-up will remain open through December 31.
aaniin was founded in June 2021.
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