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Canadian Designers to be Honoured at VMSD’s 2017 International Retail Design Conference [IRDC]

Three Canadian designers will be honoured at this year’s International Retail Design Conference (IRDC), taking place in New Orleans September 5-8. The award will be presented on September 5 as part of VMSD’s 2017 ‘Designer Dozen Award’, which recognizes the best and brightest young designers in retail design. 

The New Orleans IRDC conference will be held at the Ritz-Carlton New Orleans, with the conference now in its 17th year. A different city hosts IRDC each year and last year, it was held in Montreal. 

VMSD’s 2017 Designer Dozen winners will be presented the awards at IRDC’s September 5 Opening Reception. Canadian recipients include the following: 

  • Chad Webre, Director of Architectural Design, Freshii, Toronto (age 35),
  • George Bevan, Visual Display Specialist, Kit and Ace, Vancouver, BC (age 27), and
  • Meghan Pitt, Project Designer, JOEY Restaurants, Vancouver, BC (age 31).

“This year’s winners demonstrate an exceptional level of talent, dedication and initiative to evolve the customer experience at retail,” VMSD Editor-in-Chief Jennifer Acevedo said. “From interior designers to architects, visual merchandisers to experiential artists, our Designer Dozen are actively engaged in creating branded environments that delight shoppers and earn their loyalty.” 

IRDC is considered to be the premier educational and networking event for the store design and visual merchandising community. Presented by VMSD (Visual Merchandising + Store Design) magazine, IRDC combines educational sessions, roundtable discussions, interactive workshops and networking events into three productive days, drawing 400+ attendees from the U.S. and abroad.

Canadians are encouraged to come down to New Orleans to attend the IRDC event. The city, affectionately known as ‘The Big Easy’, offers a unique mix of African, Native American, Spanish and French cultures that are reflected through its people, music, art and food, and makes for a destination filled with energy and inspiration. It also has terrific architecture, unlike any other place in the United States. 

The 2017 conference program also features sessions on such timely topics as designing the brand experience; creating experiential spaces; selling innovation through the organization; Australia’s mixed-use footprint; designing for a sustainable future; international retail design; and many more cutting-edge issues.  

Additionally, this year’s event will feature more interactivity, including more panel discussions, more engagement with IRDC presenters, and added networking opportunities to connect with retail design peers. 

Speakers confirmed to date include retail design leaders from Hudson Jeans, Cadillac, REI, Whole Foods Market, Capital One, CB2, The Kroger Co., SoulCycle, Hallmark, Indochino, The Source, Vino Volo, Ariat, and more. IRDC Speakers will share perspectives and strategies for creating disruptively good brick-and-mortar experiences.

Retail-Insider readers receive an exclusive $250 USD off the individual registration rate by using the discount code RETAIL2017. Offer expires August 1, 2017. [REGISTER HERE]

For more information on speakers, sessions, networking events, sponsors and the conference hotel (The Ritz-Carlton New Orleans) visit: irdconline.com.

[Sponsored. To work with Retail Insider, email: craig@retail-insider.com]

Retail Insider Kicks Off Retail Real Estate Tours

Retail Insider will now be regularly including online tours of retail real estate, including shopping centres, urban streets and neighbourhoods. The first mall property to be profiled will be Toronto’s Bayview Village Shopping Centre next week, to be followed by a major retail street in Vancouver. 

Tours will include insight from local players including brokers, landlords, retailers and BIA heads (where applicable), and will discuss components that make the locations unique, as well as what’s on the way.  

To kick off the online tours, Retail Insider’s founder and Editor-in-Chief, Craig Patterson, physically toured a group of retail professionals though Toronto last week, ahead of and in partnership with Retail Council of Canada’s STORE Conference. The tour began with a retail technology presentation at Microsoft Canada’s downtown Toronto offices, where retail innovations from Microsoft and Architech were featured. Attendees then boarded a bus that went up Yonge Street past exciting recent developments around CF Toronto Eaton Centre (including new Saks Fifth Avenue, Nordstrom, and Jordan Brand stores), and then up to the Yorkville area, which will be seeing a multi-billion dollar overhaul over the next decade. The tour then took attendees down to trendy West Queen West, where patrons debarked to check out unique local retailers such as Bite Beauty, Warby Parker, Anthropologie, John Fluevog, and several other terrific retailers that make the area unique. The tour concluded with cocktails at the trendy Drake Hotel

More of these tours are expected to follow — thank you to sponsors Interac (presenting sponsor), Microsoft and Architech (contributing sponsors) and supporting sponsor, Canada Post

On the Retail Insider website, various properties will be featured in articles throughout the year, including shopping centres as well as various shopping streets and neighbourhoods. Toronto’s Bayview Village will be the first mall to be featured in our online tour, and a number of important streets and malls will also be featured in regular segments. Retail Insider will be traveling to different locations throughout Canada to see what’s new, as well as to learn what makes various retail locations worth visiting. 

Stay tuned for more announcements around Retail Insider’s online tours and as well, there may be partnership and sponsorship opportunities available for a series of physical tours in different Canadian cities.

(More from Microsoft’s Dave Rodgerson re: the tour, and STORE Conference

Eleventy to Launch North American Store Expansion in Canada [Renderings]

Yorkville Village Rendering (Photo: Eleventy)

Italian luxury fashion brand Eleventy will open its first freestanding North American store this fall, in Toronto’s Yorkville Village. It’s the latest boutique announcement for the upscale shopping centre, which is seeing a substantial overhaul and the addition of exciting new tenants. 

The 2,200 square foot store will be the first on the continent to carry both men’s and women’s Eleventy collections, and will be operated in partnership with local fashion retailer TNT The New Trend. Eleventy’s new Toronto store will be designed by Parisotto + Formenton, who provided renderings for this article. 

Eleventy was founded in 2007 by Marco Baldassari and Paolo Zuntini, and is particularly known for its upscale casual fashion design with a soft sartorial style. It has a network of 19 mono-brand boutiques in Europe and Asia, and is sold in over 500 specialty and department stores worldwide. The line is relatively new to North America — Eleventy USA launched in 2016, and it’s carried in upscale retailers such as Holt Renfrew, Nordstrom, Hudson’s Bay and Saks Fifth Avenue. Earlier this spring, an Eleventy men’s shop-in-store opened at Calgary’s Holt Renfrew, in a space previously occupied by Prada.  

According to Geoff Schneiderman, President of Eleventy North America, the brand’s quality is on par with some of the world’s top luxury brands, but at prices that are 1/3 to 1/2 that of pricier competitors. Eleventy strives to provide “the best possible quality at the best possible price,” he said. Collections are made in Italy, including fashions, footwear and accessories. 

Mr. Schneiderman explained that Eleventy first chose to work with wholesale partners for its North American expansion, and that its partnership with Toronto-based TNT resulted in the opportunity for a 50-50% partnership to open a freestanding boutique — a model that could be expanded to other cities. The Toronto store will feature warm interiors with imported Italian-made fixtures and millwork. 

While there are no other Canadian Eleventy locations currently planned, that could change if appropriate partnerships present. Mr. Schneiderman explained that Canada represents an impressive 35% of Eleventy’s North American business, and that even despite challenges to the Calgary economy, Eleventy’s value proposition has been well-received, for example. 

Toronto’s Yorkville Village is nearing the completion of a substantial multi-million dollar overhaul, that includes new interiors, new retailers, and a variety of services catering to affluent shoppers in the area. Eleventy is the second freestanding luxury brand to be announced for Yorkville Village — UK-based Belstaff recently announced that its first Canadian store will be opening in the mall this fall, in partnership with the Zappacosta family (who also operate philip and Nanni locations at Yorkville Village). We’ll be profiling other substantial changes to Yorkville Village soon, as the shopping centre will become unlike any other in the country in terms of its tenant and service mix. 

COS Announces Square One Store

COS
Image: COS

H&M‘s upscale fashion brand COS (stands for ‘Collection of Style’) has announced that it will open its fifth Canadian location this fall at Mississauga’s Square One. The store will span about 5,060 square feet on one level, and it will feature a clean, modern interior similar to its other four Canadian stores. When it opens, Square One’s COS will feature the brand’s autumn/winter 2017 collections. 

COS will be located in the mall’s new ‘luxury wing’ that debuted last summer. A 130,000 square foot Holt Renfrew store anchors the new wing, and Harry Rosen relocated into the new wing with a bright new store as well. Italian luxury brand Salvatore Ferragamo opened its largest Canadian store in the wing last summer, and a licensed Rolex boutique also opened nearby. Square One is one of Canada’s most productive shopping centres according to Retail Council of Canada’s Shopping Centre Study (with annual sales per square foot in excess of $1,000), and it’s also one of Canada’s biggest and busiest malls, and it will only become more popular with the addition of new retailers and entertainment concepts such as The Rec Room.

COS’ four other Canadian stores are in Toronto (x2), Montreal and Vancouver. COS launched its first Canadian store in September 2015 in Toronto at 85 Bloor Street West (former Tiffany & Co. space), followed by a second store in October of 2015 at 1310 Sainte Catherine Street West in Montreal (formerly occupied by Le Chateau). A store at Toronto’s Yorkdale Shopping Centre opened in October of 2016 and in March of this year, COS debuted its first Vancouver store at 18 Water Street in Gastown. Sources say that more Canadian COS stores are expected to follow. 

Image: COS

Parent company H&M launched the COS store concept on London’s Regent Street in March 2007. The brand has a wide product range that is divided into a number of different concepts, incorporating fashion essentials, reinvented classics and modern trends for men and women. COS was created by an in-house team of designers and buyers. It has 209 stores in 34 countries worldwide (Europe, Asia, North America, Australia and the Middle East) and currently retails online to 19 markets. H&M also operates & Other Stories (which is expected to enter Canada before the end of the decade) as well as its most recent brand, Arket, which will soon launch a store in London, with more to follow. 

CF Galeries d’Anjou Announces Target Space Replacement

Image: CF Galeries d’Anjou

The 120,000 square foot Target space in Montreal’s CF Galeries d’Anjou won’t be empty for much longer. Co-owners Cadillac Fairview and Ivanhoe Cambridge have announced that the space will become home to three major retailers, with that part of the mall to be renovated to house them. 

Two of the three retailers will open this summer, and one will follow in the fall. In August, Hudson’s Bay Company-owned Saks OFF 5TH and TJX-owned Winners will open stores in part of the former Target space, and in October of 2017, Old Navy will join them. Target closed all of its Canadian stores and exited Canada in the spring of 2015. 

The 30,000 square foot Saks OFF 5TH will be the first to open in the Montreal region, with two other confirmed stores (downtown Montreal and Premium Outlets Montreal) to open by the fall of 2018, or later.  

Image: CF Galeries d’Anjou
Image: CF Galeries d’Anjou (Food Hall)
Image: CF Galeries d’Anjou

Target’s space will be subdivided and a new corridor will be added, according to Brian Salpeter, Senior Vice President of Development at Cadillac Fairview. Each retailer will have an exterior entrance, as well as interior mall entrances from a newly built corridor. “These new leases demonstrate our ongoing commitment to providing our guests with best-in-class retail offerings, as well as our constant pursuit of remaining market leaders in a competitive industry,” he said. 

Mr. Salpeter explained that the landlords weren’t in a hurry to lease the space after it became vacant, and that a proactive and thoughtful strategy was carefully developed to best serve the market. 

While the three new retailers cater to the budget-concious (Saks OFF 5TH and Winners are off-price retailers, while Old Navy targets a thrifty demographic), the mall has a wide range of tenants and a broad range of price points at its retailers. Adding off-price retailers to mainstream malls is more common in Canada than in the United States — south of the border, most Saks OFF 5TH and TJX locations are either freestanding or situated in outlet centres. 

CF Galeries d’Anjou La Baie D’Hudson (Image: Vitre Tout)
CF Galeries d’Anjou La Maison Simons (PHOTO © MARC CRAMER)

The massive CF Galeries d’Anjou has seen some positive changes over the past four years. La Maison Simons opened a dramatic 120,000 square foot store in the mall in September of 2013 and at roughly the same time, the mall’s 190,000 square foot Hudson’s Bay store also saw a refresh (as well as the addition of TopShop). The mall began an $86 million expansion and redevelopment in 2013, and improvements have been ongoing. 

Sephora is one of the best-in-class retailers to have been added to the centre in recent years, and the mall also saw a beautiful new food hall debut in 2014, near Target. The mall is also home to some notable retailers such as Browns Shoes, Pandora, Rudsak, and soon, Bon Look and Squish Candies will be added to the mix. Retail Council of Canada’s Shopping Centre Study notes that the mall is one of the largest and most productive in the Montreal region. 

There will be a bit of space on the first level of the former Target space that won’t be occupied by the three retailers, and Mr. Salpeter noted that several smaller retailers will be housed in that space, with announcements to follow. 

Inside Michael Jordan’s 2nd North American Store [3D Phototour]

Jordan Storefront Toronto

By Martin Owusu

Last week, Nike in partnership with Footaction (a Foot Locker subsidiary) launched North America’s second Jordan Brand store. The 9,000 square foot 306 Yonge Street Toronto location follows the successful 2015 launch of the Jordan Brand’s flagship store in Chicago. Toted as a landmark for basketball culture in Toronto, the new store seeks not only to be a world destination for Jordan brand apparel and sneakers, but a hub for Toronto’s vibrant basketball community. 

The origins of Toronto’s Jordan Brand store date back to 2016, when Toronto hosted the NBA All-Star Weekend. Amidst the basketball hysteria that took hold of the city, Nike aimed to build momentum for the store’s eventual launch through a pop-up shop experience

“Pop-ups help generate interest and excitement, which provide momentum for a brand when launching a new concept or product,” says Linda Farha, Founder and Chief Connector at pop-up go, an online platform that helps pair retailers with available temporary retail spaces, including a match service that provides access to the ever-growing pipeline of pop-up seekers. “For Jordan – 306 Yonge, the initial success of their pop-up retail store during the NBA All-Star Weekend in Toronto in February 2016 has helped fuel their permanent store opening in the same location last week,” noted Ms. Farha. 

(CUSTOMIZATION AREA)

Conceptually, the store pushes the boundaries of a traditional retail space. In addition to providing premium selections of Jordan apparel and sneakers, the 9,000 square foot store seamlessly integrates a state-of-the-art training facility, two shoe customization stations and an on-site barber service. 

We coordinated a 3D tour of the Toronto Jordan store (below) with Warren Vandal of GEOmarketing Solutions, who uses an innovative Matterport platform to photograph stores to make it appear that one is walking through the live space’s three levels. Mr. Vandal is expanding his 3D photographic business to include retail stores, with a unique feature — products within the store can be tagged in the photo tour, with a link connecting them to an e-commerce site or other page. It’s a unique merger of brick-and-mortar and online that retailers may use to profile both store spaces as well as products. Mr. Vandal is now also able to create Google Street View tours, allowing the world to come and virtually tour a store within Google Maps.

(Click Image Below for 3D Tour) 

Main Retail Floor: The 5,000 square foot main floor is primarily dedicated to retail, and features the best of the Jordan brand, from apparel to sneakers. Also included on this level is a customization space staffed with three customization technicians. Here, customers are given the opportunity to take on the role of designer, including being able to customize Jordan brand t-shirts and laser-etch Jordan brand footwear to their own specifications. 

Besides offering the best of the Jordan brand, the street level floor offers customers an immersive basketball cultural experience. Adorning the walls are brand themed art and décor that draw inspiration from Toronto’s basketball culture. At the time of publication, the store displayed a total of nine art installations, including an Air Jordan shoe mural. Patrons can best experience the mural from the store’s very own consumer lounge.

Centre 23 Floor: Directly above the retail floor is the 3,000 square foot Centre 23 training facility. Staffed with two Jordan trainers, the centre provides a state of the art facility for player skill development. Facilities are open to local youth through training programs running Friday through Sunday, and include unique training features like the Jordan Standard interactive virtual training experience. This piece of technology integrates interactive media with traditional basketball skill drills to deliver an innovative training experience. Also included on this floor are three showers, washrooms and lockers for athletes to use post-workout. The floor also includes an on-site barber service. 

Kids Floor: To complete the store’s 9,000 square feet, the lower concourse level houses a kids space. This lower level retail space is dedicated entirely to children’s apparel and sneakers. Similar to the main retail floor, this level features a customization space with dedicated technicians. However, keeping in line with its child-centric theme, this floor’s customization space is geared towards sneaker-heads 13 and under. 

The store is accessible from both Yonge Street as well as on the concourse PATH level of the Atrium complex, giving customers a direct and convenient connection to the Dundas TTC subway station. 

Martin Owusu

Originally from British Columbia, Martin Owusu is currently studying towards a JD/MBA at Dalhousie University. He has a keen interest in the combined potential for sport and business to build community.

How Italian Plasters are Increasingly Used in Canadian Retail Spaces [Feature/Photos]

From luxury stores to government buildings to Las Vegas hotels to your own home, plaster is an unassuming yet versatile building material that has quietly made its presence felt (physically, especially) and grown in use in the last few years. In a recent interview, we sat down with Vancouver-based commercial plaster artist Darrell Morrison, proprietor of Decorative Painting and Plastering Concepts Inc., to describe the growing use of this versatile eco-friendly building material.

Originally of combined Italian and German heritage, Mr. Morrison was born to a family of artisans and trades persons and started his own firm in 2000. “I’m as much of a solutionist as an artist”, Mr. Morrison tells us. With over 500 works during a span of 17 years, Mr. Morrison’s work includes providing bespoke finishes in a luxury residence at The Erickson building in Vancouver’s coveted False Creek area, and the free-standing Versace boutique that premiered in December 2015 on Alberni Street. Mr. Morrison gave us an overview of plaster as a material and its use in the construction and interior design industries.

As a building material, plaster in its liquid form is malleable and versatile, with the ability to form and fit most aesthetics. Much like paint but more durable in comparison, the layering starts with a primer base coat, which is then layered over with plaster and sealed with applications such as wax or penetrating sealers to make the material durable and seamless. The layer of plaster, depending on the finish is as thin as 1/8” to 1/16” in thickness, yet its presence is pronounced. 

A natural product, plaster in its liquid form is caustic to human skin upon contact, but once it has dried out and hardened, it is a surprisingly eco-friendly natural product that can be easily discarded. Mr. Morrison tells us that plaster is the building material of choice for even sterilized environments such as hospitals. Due to its ecological friendliness, it is often used by developers to obtain LEED certification on commercial buildings, to align with the internationally-recognized U.S. Green Building Council’s environmentally-conscious standards.

As a finished product, the versatility of plaster is ideal for commercial buildings and can be used to create desired aesthetics. Rather than using pure marble or concrete, brands have preferred to use plaster as a breathable, cost-effective alternative. Versace, for instance, has opted for a more uniform minimalist look incorporating waves and clean lines that recall classical Italian architecture, rather than bringing in marble to replicate Italian architecture in their worldwide free-standing shops. Due to its malleability in its purest form, plaster can be used to work around physical impediments such as weight restrictions and to create the “flowing” curved interior design favoured by Versace. The drywall can be manipulated to resemble concrete or the marble looks of Venice or ancient Rome, keeping in line with the Versace aesthetic without having to import actual marble. Other Italian brands that have similar aesthetics such as Gucci and Prada have also used these materials. Shoppers will likely have noticed that plaster use also helps stores and buildings create “flow” that is common to Feng Shui principles, especially noticeable to the “China Rich” shoppers that frequently flood luxury stores. 

Since it is durable, plaster finishes have been used in heavy-traffic commercial areas such as luxury Las Vegas Strip hotels due to the ability of target repairs by a skilled installer, preventing the need to redo entire installations in certain situations. Whenever Mr. Morrison tends to one of his projects, the maintenance can be done in very little time for smaller commercial spaces under 10,000 square feet, as opposed to shutting down the store for a week to re-paint, thereby ensuring minimal interruption to business activity. Mr. Morrison even cites plaster finishes in public restrooms as an unexpected example of the little maintenance required for plaster finishing. From a cost perspective, plaster’s low maintenance also needs little additional “hidden costs” to literally keep up its appearance. Other brands in recent years to use plaster for their shops and concessions include H&M, Oak + Fort, OMEGA Watches, Holt Renfrew, Victoria’s Secret (New York) and Lululemon.

Plaster is also favoured for long-term projects where the project will be left unaltered for many years. Mr. Morrison’s next long-term project will be working on the interior 5-storey lobby of Vancouver’s ambitious 31-storey The Exchange commercial office tower. “They want no maintenance, and if there is maintenance, it must be very little,” Mr. Morrison said. “They want it to be durable. That’s why they chose plaster because it’s proven over time to be very durable in that situation.” Other Retail projects on the books for Mr. Morrison in Vancouver include Aesop on West 4th Avenue and Hublot luxury watches on Alberni Street.

The work often faces challenges with very tight timelines. For instance, Morrison recalls that Versace gave a tight time frame of three weeks to complete his firm’s work for the Vancouver free-standing store on Thurlow Street, but it was completed in a mere ten days due to round-the-clock work and 16-hour days. This is less of a product challenge, and speaks more to the expediency and skill set of the artist with which plaster can be installed from start to finish. 

For more information and to contact Darrell Morrison, visit his website: italianlimeplaster.com

SEE Eyewear to Enter Canada with 1st Store

Canada is seeing an unprecedented number of new international eyewear retailers enter the country. American optical retailer SEE will be the latest, with its first Canadian location set to open this summer in Toronto. 

SEE (‘Selected Eyewear Elements’) was founded in 1998 by optical pioneer Richard Golden, with an aim to provide consumers with affordably priced, fashion-forward eyewear. The company’s reasonable prices encourage shoppers to create a ‘wardrobe’ of glasses, with a variety of styles available. SEE is considered to be the first optical retailer to have created its own brand, and prices are kept reasonable by selling in-house designs directly to consumers. SEE has an in-house design team, and it also works with artisans from 17 countries worldwide (mostly from Europe) to constantly produce new styles. 

Some SEE styles are considered to be trendy, with the company’s slogan being “hip without the rip”. Prices in SEE’s American stores start at US $169, including both single vision plastic and polycarbonate lenses. The retailer has 40 stores in 17 US States, and is headquartered in Southfield, Michigan — an upscale suburb north of Detroit, home to a number of corporate headquarters.

SEE’s first Canadian store location is currently under construction at 153 Cumberland Street, in Toronto’s upscale Yorkville area. The boutique will be a bit more than 800 square feet in size, and will be adjacent to upscale multi-brand fashion retailer, Nicolas. The 153 Cumberland Street premises is at the back end of the 130 Bloor Street West commercial building, which includes retail locations for Gucci, Intermix and Hermès on the Bloor Street side, as well as Nicholas, Aveda and Lululemon on the Cumberland Street side. Hermès is moving into a 12,000 square foot space at 100 Bloor Street West later this year, and its current 4,000 square foot Bloor Street space is available for lease

CBRE Downtown Toronto’s Arlin Markowitz and Alex Edmison acted on behalf of both the landlord and tenant in the Cumberland Street lease deal. 

Canada is seeing an unprecedented number of international eyewear brands enter the market. New York City-based Warby Parker opened its first Canadian location last summer on Toronto’s Queen Street West, and a second location followed in the fall at Yorkdale Shopping Centre. UK-based Ollie Quinn launched a Canadian expansion this spring with nine locations that were formerly licensed Bailey Nelson locations. Aussie eyewear brand Bailey Nelson is opening its first corporately-owned Canadian stores this summer, with plans for as many as 50 stores over the next several years. Trendy New York City-based eyewear retailer Illesteva also opened its first Canadian location this spring, in a skylit retail space on Toronto’s trendy ‘West Queen West’. Cutting-edge Hong Kong-based MUJOSH opened its first Canadian store this spring at West Edmonton Mall, with more to follow as part of a national rollout. With the exception of Illesteva, all of these retailers promote themselves as offering value-priced products.  

The growth of optical retailers in Canada might not come as a surprise — according to Euromonitor International, Canadians spent over $4 billion on eyewear in 2016, with strong growth year-over-year for the past several years. The market has also been arguably under-served by value-priced eyewear retailers, and a number of homegrown retailers, particularly those selling pricier designer frames, could stand to lose business with these new international entrants. 

Not to be outdone, a number of Canadian eyewear retailers continue to expand their operations. Toronto-based Hakim Optical, for example, continues to expand its operations nationally. A number of other more traditional retailers such as Lenscrafters also continue to maintain strong Canadian operations, and there’s one unique eyewear retailer that stands out in particular — Montreal-based BonLook, also known for its affordably-priced designs, plans to expand its base of stores to more than 20 locations coast-to-coast over the next several years. 

High-End Fashion Boutique MC2520 Opens in Laval [Photos]

A new fashion boutique in Laval, Quebec aims to provide a high-end shopping experience for young men and women, with merchandise straight from the world’s premiere fashion destinations.

The new store, called Fashion House, MC2520, launched in mid-April. It’s the latest venture from fashion entrepreneurs Mary Bitzilou and Chris Paras, who also own MC2520’s neighbouring shops: Boutique Rococo, a women’s fashion boutique; and children’s retailer Kid Biz. All of the shops cater to affluent customers seeking premium brands.

Having been in the children’s fashion business for 25 years, Bitzilou and Paras saw an opportunity to cater to a slightly older demographic. 

“We realized that our clientele was getting older,” Bitzilou says. “They couldn’t find what they were looking for in the commercial market, therefore we decided to expand and make a big store called MC2520, which caters to a young women’s and young men’s market.”

MC2520 is geared to customers between the ages of 13 and 35 seeking the latest fashion trends. That adds a large new demographic to the customer base that Bitzilou and Paras have previously served. 

Since all three of their boutiques are located within the same 17,000-square-foot complex in Laval, the new retail outlet creates a convenient shopping experience for families, Paras says. 

“Now, we are pretty much catering to the whole family,” he says, “from kids all the way up to adult women.”

Compared to Bitzilou and Paras’ other boutiques, MC2520 offers a slightly lower price point, which reflects the trendiness of the styles in store. Many customers, Bitzilou says, are looking for new items to wear each week. 

“It’s more affordable fashion, because it’s faster fashion,” she says. 

The merchandise is selected and curated by Bitzilou and Paras, with an emphasis on styles from international trend centres such as Los Angels and Australia. Some of the brands available in the store include LVL XIII (an exclusive to MC2520), Blank-NYC, E7- Armani, Nana Judy (Australia) and Eleven Paris.

In a competitive retail environment, Bitzilou says offering the latest styles that customers are seeking is key to success. 

“Product mix is very important,” she says. “When customers come to our shops and they see that what they just saw in Milan is hanging on our racks, they’re very impressed.”

Also critically important, she adds, is customer service. Bitzilou and Paras have high standards for the staff they hire, and expect their sales representatives to maintain a close rapport with their clientele. 

“Customer service is key here,” Bitzilou says. “It comes down to knowing your client, knowing what they want, and being able to always come through for them.”

The design of the new retail space aims to reflect the trendy and high-end labels within it. The store boasts a contemporary look that combines bold marble with rustic wood, dramatic custom-made chandeliers and a variety of other eccentric accents.

Bitzilou and Paras have no immediate plans to expand their boutiques outside of Quebec, however branching into new markets is something they intend to explore in the future. 

Genesis Motors Launches Canadian Retail Expansion [Photos]

Genesis Motors at 630 Queen Street East (Image: Genesis Motors)

Hyundai-owned Genesis Motors is launching its Canadian brick-and-mortar expansion this week with a location in Toronto. It will be the first of several locations to open in Canada this year for the South Korean luxury automobile brand. 

Hyundai launched Genesis as a standalone marque in November of 2015 and in November of 2016, the company launched its Canadian eCommerce site

“Genesis goes beyond offering exceptional vehicles by providing a human-centred purchase and ownership experience,” said Brand Director Michael Ricciutto. “Genesis delivers personalized service every step of the way with the Genesis-at-Home concierge service and now, with the first retail store in Genesis Downtown, luxury boutiques.”

Genesis Motors at 630 Queen Street East (Image: Genesis Motors)

The company’s new stores address consumer feedback. “Genesis Downtown is another touchpoint for our customers. Since launch, our customers have expressed a desire to experience the brand in a more traditional automotive setting,” said Shahin Alizadeh, Distributor Principal of Genesis Downtown.

This week, Genesis opened its first Canadian store, at 630 Queen Street East in Toronto, at the base of a recently completed condominium building, Sync Lofts. The 4,000 square foot retail space is the first of several set to open in Canada this year. 

On October 1 of this year, Genesis is scheduled to open a 4,000 square foot showroom at Square One in Mississauga, followed by an October 15 opening of a 2,800 square foot location at CF Carrefour Laval, near Montreal. On October 15, as well, Genesis will open a 4,200 square foot store at 81 Rue Wellington in Montreal (corner of Duke Street), which will also have an adjacent 2,000 square foot service centre/garage area. Mr Ricciutto noted that consumers will be able to test drive vehicles at each of these locations. 

Genesis Motors at 630 Queen Street East (Image: Genesis Motors)
Genesis Motors at 630 Queen Street East (Image: Genesis Motors)

Genesis will also be available in several ‘traditional’ automobile retailers, including locations in Vancouver and Quebec City. The brand also operates an ‘experience centre’ at Toronto’s Pearson International Airport, which has helped further enhance brand awareness. 

By 2021, Genesis Motors anticipates operating 32 Canadian locations, according to Mr. Ricciutto. These will include freestanding stores (both mall and street-front) as well as showrooms in other dealerships. Genesis plans to have six new vehicle models by 2021, which the company expects to be a hit with its all-inclusive pricing, Genesis at Home concierge for sales and service, complimentary scheduled maintenance, and comprehensive warranty.