Canadian lingerie brand Understance is continuing its ambitious brick-and-mortar expansion with the opening of a new boutique in Burnaby, BC. Opened on March 28, the store is located at Metropolis at Metrotown, the largest shopping mall in the province.
The Burnaby store marks Understance’s fourth physical location and its second in British Columbia, further cementing its commitment to providing comfort-focused, size-inclusive lingerie through a personalized in-store experience.
New Store Designed with Comfort and Community in Mind
Spanning 2,000 square feet, the Burnaby location offers Understance’s full range of solution-based bras, underwear, and sleepwear. Known for its wide selection of 149 sizes, Understance caters to a diverse customer base, with band sizes from 28 to 48 and cups up to an N, making it one of the most inclusive offerings in North America.
“From day one, Understance has been committed to the humble yet challenging task of providing high-quality, reasonably priced, and thoughtful products to bra wearers,” said Jiayi Lyu, Director of Understance. “With an unmatched selection of sizes and options for different breast shapes, we’re proud to provide a range that no other brand does.”
Designed by Vancouver-based Mahtab Kiani of Kiani Design Group, the boutique reflects the brand’s aesthetic of brightness and approachability. The interior layout is intended to create a welcoming, educational space where customers can explore product options and receive expert fittings.
A Key Part of Understance’s Growth Strategy
The Burnaby opening follows Understance’s 2024 store launches in Toronto and Calgary, located in Bloor West Village and Inglewood, respectively. These followed the 2022 debut of the brand’s flagship store at 1024 Robson Street in downtown Vancouver, which marked Understance’s initial move from a direct-to-consumer online model to physical retail.
“Our physical stores play a key role in our mission, offering personalized fittings to ensure everyone finds their perfect fit,” added Lyu. “The opening of our Burnaby boutique brings us closer to Canadians, providing more chances to experience the comfort and care Understance is known for.”
Understance plans to open 30 retail locations across Canada within the next five years. The brand’s continued investment in brick-and-mortar underscores a belief in the value of in-person fittings and tactile product discovery—something that remains challenging in an online-only format.
Grand Opening Promotions and New Product Launch
To celebrate the launch of its newest location, Understance is offering 30% off all in-store items from March 28 to April 6, 2025. In addition, shoppers can be among the first to experience Understance’s latest innovation: the Bust Support Sleepwear collection.
This new line includes sleep and loungewear designed to provide gentle breast support throughout the night—addressing a growing demand for functional sleepwear that prioritizes comfort without compromising on aesthetics.
Customers visiting the Burnaby boutique will also have access to professional bra fittings provided by trained staff, part of Understance’s strategy to combat the widespread issue of ill-fitting bras. According to the brand, many people are still unaware they are wearing the wrong size, and its highly trained staff aim to fix that—one fitting at a time.
Backed by Industry Experience and Innovation
Founded in 2021, Understance is a subsidiary of Shenzhen Huijie Group Co., Ltd., a leading global lingerie manufacturer with more than 27 years of experience in the industry. That deep supply chain expertise enables Understance to innovate quickly and deliver quality products at an accessible price point.
The brand has distinguished itself in the competitive lingerie landscape with a focus on inclusivity, comfort, and function—a market segment that has often been underserved. As Understance expands across Canada, it continues to emphasize its founding vision: that every bra-wearer deserves supportive, well-fitting, and thoughtfully designed undergarments.
