Montreal-based lingerie retailer La Vie en Rose has been growing its operations domestically by opening several stores each year. The company has revealed that it will open five more stores before the end of June of this year, as its store count in Canada approaches 200 units. The company is also expanding operations internationally, as well as online.
Founded in 1984, La Vie En Rose sells a range of undergarments, sleepwear and swimwear, aimed at women aged 25-55. It also offers a range of men’s underwear, sleepwear and loungewear. The company has over 275 stores in 17 different countries worldwide, with close to 190 of those in Canada. Its first international location opened in 2004 in Saudi Arabia, where it now operates about 40 stores.
Marie-Noel Gervais, vice president of eCommerce and Marketing Strategy at La Vie en Rose, discussed the company’s exceptional growth that is being seen both in stores as well as online. This spring, La Vie en Rose will open six stores in Canada. Five of those are in Ontario — a location opened earlier this month at CF Fairview Park in Kitchener and at the end of May, stores will open at Dufferin Mall in Toronto, as well as at CF Lime Ridge in Hamilton. In early June of this year, La Vie en Rose will open at Toronto’s CF Sherway Gardens and towards the end of June, Mississauga’s Erin Mills Town Centre will see a location.
Image: La Vie en Rose
Image: La Vie en Rose
La Vie en Rose will also open on May 3 of this year at the Outlet Collection Winnipeg and, later this year, at Calgary’s CF Chinook Centre. Some existing stores will also be renovated this year.
A number of franchised international locations will be opening over the next few months as well. La Vie en Rose’s website says that its goal is “to be present on every continent, including Asia, Latin America and Africa,” going on to say that it aims to expands its “core division abroad by building close relationships with passionate licensees who have extensive fashion retail experience”.
La Vie En Rose also has extensive eCommerce offerings in Canada, noted Ms. Gervais, and in November of 2016, the company began shipping online purchases to the United States.
Image: La Vie en Rose
A new ad campaign with the tagline “Confidence Through Comfort” focuses on what women want from their clothing — a deviation from traditional lingerie marketing. Ms. Gervais noted that the campaign is an evolution of its positioning after listening to its consumers, reflecting “empowerment” and “confidence”.
La Vie En Rose works with brokerage Oberfeld Snowcap for its Canadian real estate negotiations. Ms.Gervais noted that future La Vie en Rose locations will be in the 3,000 to 3,500 square foot range, for the most part within shopping malls.
Ahead of marijuana being legalized in Canada, innovative Toronto-based figure3 has designed a retail model that leverages research from the cognitive sciences along with their own primary design research to transform how consumers experience medical marijuana.
The Liberal Government will introduce legislation to legalize and regulate marijuana in Canada this month. It’s expected to become law by July 1 of 2018. While retail distribution hasn’t been formalized, it’s anticipated that legalization could involve the dispensary model, where product is distributed through smaller neighbourhood retail stores specifically dedicated to cannabis product.
Toronto-based design firm figure3, known for gaining deep empathy and evidence as to how people experience design, set out to create a retail model based on how consumers fundamentally understand medical marijuana – both consciously and unconsciously. Their first store is already open in Florida, and figure3 expects a similar approach will be required to successfully design for the medical marijuana consumer in Canada.
Image: figure3
Tyler Gilchrist, vice president of design research and strategy at figure3, explained some of the surprising findings in the firm’s consumer research that inspired the design of its refreshing store design. ‘Connection Point’ research allowed figure3 to uncover the unconsciously held frames customers use to understand medicinal marijuana.
Positive understandings included ‘Nature, Connection and Compassion’ while negative frames were reflective of ‘Big Pharma’, ‘Science’ and negative ‘Transformations’.
Armed with its research, figure3 sought to trigger feelings of connection, compassion and nature; all neatly evoked by referencing healthy, natural food prepared by compassionate people. People naturally connect over food and as such, a kitchen-like design was created with a ‘kitchen island’ located to the right of the new space, with the product, or ‘garden’ located to the left. At the back of the retail space is a semi-private consultation area that can be likened to a ‘dining room table’.
All design decisions were strategically focused on activating the positive ways people think about medical marijuana by using a wholesome food frame as a mental shortcut. Like organic, natural food prepared lovingly by compassionate people, figure3’s Surterra project provides access to medical marijuana in a way that helps caregivers and loved ones connect.
figure3
Research indicated that traditional cannabis dispensary design can be intimidating for many purchasers, and ends up inadvertently triggering more of the negative frames people use to make sense of medical marijuana. Recognizing this, figure3 sought to create a comfortable environment that also normalizes purchases.
In figure3’s ‘Seven Principles of Retail Design’, its principle of ‘open & social’ is reflected strongly in a design that encourages the social behaviour of purchasing cannabis. By making behaviour inside the store open and visible – counter to conventional design within the category – figure3 leverages ‘social proof’, peoples’ innate tendency to mimic the behaviour of others in situations of ambiguity.
The design is already changing consumer perceptions, according to Mr. Gilchrist. Design has a way of changing minds and Mr. Gilchrist noted that patrons coming into the space, including those who may have been apprehensive about making purchases, are finding comfort in an unpretentious design that is reflective in a positive food retail experience.
Taking a thoughtful approach to retail design is protocol for figure3, which has designed a number of award winning projects. The company has been involved with retailers such as La Maison Simons, has designed the flagship BMO branch, and most recently created the remarkably designed Penguin Random House store in downtown Toronto, which has a functionality many times greater than what’s in its 158 square foot space.
Oxford Properties has officially launched its in-mall multi-vendor rotating temporary retailer initiative, called CONCEPT, at Toronto’s Yorkdale Shopping Centre. The new space addresses the trend of integrating pop-up retail into malls, and more could follow if it proves to be successful.
CONCEPT spans about 3,600 square feet in a location near Yorkdale’s TTC subway entrance, at the south end of the mall’s recently-opened Nordstrom-anchored expansion wing. Retailers in CONCEPT will change at regular intervals, providing brands exposure to consumers in Canada’s most productive mall, without the long-term commitment that is typically required.
Toronto-based design firm figure3 designed the new space. Marjorie Mackenzie, vice president of retail at figure3, described how Oxford Properties identified an opportunity in its network of retail properties to enhance the customer experience in its malls by “bridging the gap between click and brick”. With that in mind, figure3 designed a space that facilitated maximum flexibility while allowing the space to transform quickly and easily to accommodate a variety of product offerings. “This keeps it fresh, and creates a reason for shoppers to keep coming back to see what’s new,” said Ms. Mackenzie.
CONCEPT “reflects the high quality that customers have come to expect from Oxford,” according to Ms. Mackenzie, with “an element of surprise and delight for both the customer and the vendor.”
The first six vendors to launch in CONCEPT are all food-oriented, and include the following:
Caplansky’s Deli – The iconic Toronto-based deli style shop that specializes in smoked meat and other Jewish delicacies.
the man himself zane caplansky serves lunch at concept on april 5, 2017
Eva’s Original Chimneys – Delicious chimney cake cones, filled with soft-serve ice cream and homemade toppings, including two Yorkdale exclusive cones that have debuted at CONCEPT.
Nadia’s Chocolates – The Toronto-based company, known for its elaborate chocolate art, has also unveiled three-foot high chocolate Easter Garden sculptures at Yorkdale.
Nugateau – Toronto’s first Éclair Only modern concept pastry shop, offering a variety of decadent éclairs both in sweet and savoury flavours. All of the Éclairs are handcrafted, and are regularly updated with seasonal influences as well as the freshest ingredients available.
Uncle Tetsu – The popular Japanese cheesecake and pastry retailer, which also has a location in downtown Toronto that seems to have endless lineups.
Pie Squared – The Toronto-based eatery, known for its simple U.K. style meat pies mixed in with clever new flavours, which are wrapped into a delicious pocket.
All six retailers will have a presence in CONCEPT until the end of April, when the space will be re-animated with an entirely new set of tenants. Oxford Properties hasn’t yet revealed who the next wave of tenants will be, except to say that they could range from fashion to food to technology.
Pop-up retail can be strategic for some brands. Avison Young Sales Representative Hilary Kellar-Parsons explained how pop-ups allow retailers to test the market without being bound by long-term leases and costly tenant improvements, while also providing retailers an opportunity to establish a presence in the market prior to opening their permanent store in their ideal location. Pop-ups also provide e-commerce retailers the opportunity to test concepts in a physical form, and are also useful for ‘guerrilla marketing’ initiatives, she noted.
Pop-up retail is a phenomenon that’s also here to stay, according to Linda Farha, Founder and Chief Connector of pop-up go, an online platform that helps pair retailers with available temporary retail spaces. “Pop-ups create an air of excitement and scarcity due to their temporary nature, and also allow retailers to test out new concepts and new locations prior to opening permanent stores”, she noted. Ms. Farha’s pop-up go features a curated pop-up match service that provides access to the ever-growing pipeline of pop-up seekers looking for space, indicating that temporary retail space is now more popular than ever.
In keeping with enhancing experiences at its properties, Oxford has also launched its first ‘Style Concierge’ at Yorkdale. Housed in a 450 square foot space (in the mall’s new Nordstrom wing), Style Concierge features a private change room to provide clients an exclusive experience as well as the opportunity to bring in food and drink. The space can be booked (for a reasonable fee) by customers looking for styling, as well as by stylists looking to work with clients in the new space. American Express has partnered with Yorkdale’s Style Concierge, which officially launched this week.
Yorkdale Shopping Centre recently ranked as Canada’s most productive shopping centre in Retail Council of Canada’s first annual Canadian Shopping Centre Study. Yorkdale saw average annual sales of just over $1,650 per square foot for reporting retailers, excluding anchors. Luxury retailers play a key role in the mall’s productivity, with a significant percentage of the mall’s sales being at those stores.
Yorkdale continues to expand and add new retailers. In October of 2016, the mall unveiled its 300,000 square foot Nordstrom anchored expansion wing, which includes over 20 new retailers in a dramatic space boasting natural light and soaring ceiling heights. A number of first-to-market retailers opened in the space, including Canada’s first locations for fashion brands Sandro and Maje, as well as the world’s first freestanding Canada Goose store. A number of retail spaces in the new wing still sit vacant, and several have already been spoken for. Signage is now up for a new Roots store that will open in the new wing, and several more retailers, including some that will be opening their first Canadian locations, will be revealed to be opening in the wing this spring. This year, as well, Yorkdale will open a new westward expansion wing that will be anchored by RH (Restoration Hardware) and Sporting Life.
Retail executives looking to enhance their leadership skills are encouraged to attend RISE – Retail Innovation, Strategy and Excellence, the Retail Executive Leadership program, being hosted by the David Sobey Centre for Innovation in Retailing and Services at Saint Mary’s University in beautiful Halifax, Nova Scotia. The intensive six-day program runs from May 7 – 12, and includes retail-focused interactive lectures, simulations, a leadership assessment with personalized feedback sessions, case discussions and a group project.
The program is tailored to those in director level and senior executive roles, particularly those at mid-to-large retailers. High-potential managers may also register to participate.
The program will provide participants with a deep understanding of major current and emerging trends. Participants will be exposed to concepts and case studies by subject matter experts. The program provides participants with hands-on learning and the tools to develop necessary competencies to succeed in today’s dynamic retail environment. Last year’s participants reported emerging more confident, skilled and effective retail executives and leaders.
The program leverages action-based learning in a highly dynamic and interactive teaching environment. In addition to using case studies, you will engage in role-playing, simulations, group and industry panel discussions, projects, and mini-lectures. Evenings will include guest speakers, team activities and entertainment.
The David Sobey Centre is quickly developing a reputation as an industry thought leader. In March of this year, the Centre hosted a public talk by David Segal of DAVIDsTEA, and advisory board member Doug Stephens (the Retail Prophet) led faculty and researchers through a guided session mapping the future of retail. The Centre is also in the final stages of developing an exciting Living Lab project – more to come!
Sunday (p.m.):Strategic Thinking in a Changing Retail Landscape
Monday (a.m.): Retail Innovation
Monday (p.m.) and Tuesday:Effective Leadership in a Retail Environment
Wednesday:Digital, Omnichannel and Customer Experience
Thursday:Retail Analytics and Operational Excellence
Friday:Integrative Exercise and Plan of Action
Participants will leave the week-long intensive program with enhanced knowledge, attitude and skills in a range of areas. They will:
* Deepen understanding of the disruptive forces impacting the retail sector,
* Gain new perspectives into retail business models and innovation,
* Demonstrate use of data analytics to improve retail operations and business performance,
* Analyze strategic and operational retail challenges and formulate appropriate solutions,
* Develop greater personal awareness of leadership and decision-making style, and improve ability to work in and lead teams, and
* Identify and lead innovation and improvement opportunities
Participants will develop a personal leadership plan and a company action plan focused on an innovation opportunity.
Internationally-recognized faculty from the Sobey School of Business at Saint Mary’s University form the program’s central core. Industry experts supplement the instructional team. Read about them here.
Cost to attend includes meals and all learning materials. Taxes, travel and accommodations are extra. You may contact Client Services at the David Sobey Centre For information on hotel rates or university accommodations.
There’s still time to register. Group enrollment is also available. To apply or for more information, contact Client Services at the David Sobey Centre: Email: DavidSobeyCentre@smu.ca or Telephone: 902.496.8272.
LVMH-owned luxury timepiece brand Hublot will open its first freestanding Canadian location this spring, in Vancouver. Hublot is the latest luxury brand to open a location in the city’s burgeoning downtown ‘Luxury Zone’.
The Swiss luxury brand was founded in 1980 by Italian Carlo Crocco — a scion of the Italian Binda Group dynasty, best known for making Breil watches. Mr. Crocco named Hublot after the French word for “porthole”, and the first watch that he created featured the first natural rubber strap in the history of watchmaking — a feat that took three years of research to create. In 1998, Hublot was acquired by French luxury conglomerate LVMH (Louis Vuitton Moet Hennessy), and it continues to operate as a subsidiary.
Hublot watches are crafted to precision in a variety of styles, which have proven to be popular by luxury buyers worldwide. Prices are often well into the thousands, and some styles cost in excess of $1 million each.
HUBLOT CONSTRUCTION SIGNAGE AT 1076 ALBERNI STREET. PHOTO: BRODIE HENRICHSEN
The 1,500 square foot Vancouver Hublot store will be located within ‘The Carlyle’ retail complex at 1076 Alberni Street, in a space next to luxury brand De Beers. Hublot’s location marks the last vacant retail space within The Carlyle, which now houses luxury brands including Prada, Tory Burch, Saint Laurent and Moncler.
Vancouver’s Hublot might not be the last for Canada, according to Mr. Dickson. He’s considering potentially opening more locations for the brand, as well as for other luxury brands, as opportunities become available in both Vancouver and Toronto.
Hublot operates freestanding stores in many of the world’s top shopping cities. In the United States, Hublot stores are in New York City, Beverly Hills, San Francisco, Las Vegas, Atlanta, Dallas, Houston and Orlando, Florida. The Miami area boasts four Hublot stores — in Bal Harbour, Miami Design District, Boca Raton and in Palm Beach.
Last week, value-priced UK-based eyewear retailer Ollie Quinn initiated a North American expansion that included launching nine boutiques in Canada. The company’s growth plans are ambitious, with an anticipated 30 stores expected to open in North America over the next two years, as well as an equal number in the UK.
Ollie Quinn was founded in London in May of 2013 by four friends, two of which are Canadian. Its Canadian operations launched in March of 2014, though its stores have only just recently been rebranded under the Ollie Quinn nameplate.
Of the nine locations that are now open, five are in British Columbia, three are in Ontario, and one is in Alberta. British Columbia locations include four Vancouver boutiques (303 Cambie Street, Bentall Centre, 3795 Main Street, and Metropolis at Metrotown), as well as a location at 531 Pandora Avenue in Victoria. Ontario locations include Toronto at 387 Queen Street West, Mississauga at Square One, and a location at 354B Richmond Road in Ottawa. Ollie Quinn’s only Alberta location to date is at 829 17th Avenue SW in Calgary.
(MAIN STREET STORE. PHOTO: CHLOE KEOGAN)
(METROPOLIS AT METROTOWN STORE. PHOTO: CHLOE KEOGAN)
These locations were formerly licensed Bailey Nelson stores — parties have since parted ways, and Bailey Nelson is now opening its own corporately-owned Canadian locations.
Ollie Quinn is expected to open about 30 stores in North America over the next two years, according to communications director Siena Dixon. Many of those will be in Canada and as well, the company plans to open a further 30 stores in the UK during the same time period. This spring, the retailer will open its first US location in Seattle.
Boutiques are generally in the 600 square foot to 1,200 square foot range, according to Ms. Dixon.
The Canadian launch features Ollie Quinn’s inaugural collection of 50 optical and sunglass frames designed by an in-house team of creators, led by French designer Sebastien Brusset. Mr. Brusset has over 20 years of experience in the eyewear industry, having also worked with brands including TAG Heuer, Leica and Sonia Rykiel, as well as on Savile Row.
(MAIN STREET STORE. PHOTO: CHLOE KEOGAN)
Frames are designed in-house, and lenses are cut locally. Each frame included in the launch collection is named after one of Ollie Quinn’s team members. All frames are priced at $145 (including single vision prescription lenses), making Ollie Quinn competitive with the likes of expanding competitors such as Warby Parker, Bailey Nelson and BonLook.
Prescription frames are available within one week — or two weeks for more complicated prescriptions. They can be collected in store or delivered. Ollie Quinn works to existing prescriptions, as well as offering in-house eye exams. A full eye test takes about 30 minutes, after which a dedicated team of stylists will help customers find the perfect pair of frames for their face. In store, the Ollie Quinn optometrists can also help customers with high index and varifocal prescriptions.
Each boutique has been designed by in-house architects (including lead boutique designer Courtney Molyneaux) with a clean aesthetic and where possible, they work with local furniture suppliers and craftspeople to create welcoming spaces that reflect each individual neighbourhood. Guests are encouraged to linger, explore, and enjoy their experience.
Seattle-based heritage fashion brand Filson has announced that it will open its first two Canadian stores this spring, after confirming plans to enter the country earlier this year.
Filson’s first Canadian store will open at 47 Water Street in Vancouver’s trendy and historical Gastown area. A second location will follow soon after, at 694 Queen Street West in Toronto. Both locations are considered to be among the “coolest” in Canada, featuring a mix of local as well as international retailers in a variety of character buildings.
The Canadian retail store designs will feature custom furniture built from local salvaged wood, iron beams, wooden floors and imagery of Filson dating back to the late 1800’s, according to the company. Street level windows will showcase apparel, bags, and accessories for both men and women.
Filson partnered with Think Retail for its Canadian expansion, under the direction of Think Retail’s president Tony Flanz.
“Finally, after 120 years, we’re opening retail stores in Canada. We’re excited to share our love for the outdoors and Pacific Northwest roots with all Canadians who share the same values,” said Steve Bock, CEO of Filson. “The tactile experience is the best way for us to show the quality, craftsmanship and durability that’s sewn into every Filson item.”
Filson operates street-front stores in American cities that include Seattle, New York City, Minneapolis, Portland OR, Dallas, San Francisco, Plano TX, Detroit, Austin and Washington DC, as well as two factory outlets. Canada is the second international market for Filson, which also operates a store in London, UK.
Filson (originally named ‘C.C. Filson’s Pioneer Alaska Clothing and Blanket Manufacturers’) was founded in Seattle in 1897, and is known particularly for its clothing and luggage, as well as its guarantee. The company designs, manufactures and distributes its products, which feature rugged designs with prices in the mid to upper-end range. Quality is paramount to the brand, and it guarantees the lifetime of each item against failure or damage from its intended usage, according to Filson’s website. The company is owned by Fossil Group founder Tom Kartsotis, who also owns Detroit-based fashion brand Shinola.
Samsung has announced that it will open a 21,000 square foot flagship at CF Toronto Eaton Centre this summer, in a retail space that has been the subject of considerable speculation for the past two years. The store will be Samsung’s sixth in Canada, and will be considerably larger than its other stores.
The flagship will be unlike any in Canada, with unique features such as:
A Canadian-first — a fully functioning Samsung demo kitchen, allowing visitors to watch cooking demonstrations, get involved in their passion for cooking and delight their senses and taste-buds with on-site culinary creations,
Interactive Samsung Gear VR and Gear360 zones to ‘transport’ visitors across Canada, over rollercoasters and beyond,
The full Samsung lineup of smartphones and tablets, with an expansive assortment of mobile accessories to personalize guests’ favourite Samsung device,
A luxe TV experience zone ready to showcase amazing Samsung picture, sound and design innovations, and allow guests to indulge themselves in their passion for entertainment, and
Onsite Samsung Smart Service and trained Galaxy Consultants will guide guests through the experience, answer questions and provide technical support and repairs for mobile products. In addition, Samsung mobile device owners will also be able to coordinate 1:1, in-person sessions with Galaxy Consultants at CF Toronto Eaton Centre.
Canadian design firm Quadrangle is designing the store, which will have two entrances — a street level access point facing onto Yonge Street, as well as a separate entrance from within the mall, shared by Nordstrom, Uniqlo and H&M.
South Korean conglomerate Samsung launched its first Canadian location in 2012 with a 1,500 square foot location at Metropolis at Metrotown in Burnaby. A second store followed in February of 2014, when Samsung opened a 1,900 square foot unit at CF Richmond Centre, also in suburban Vancouver. A 2,200 square foot West Edmonton Mall store followed in November of 2014, and a 2,535 square foot CF Sherway Gardens store in Toronto followed in November of 2015. Most recently, in October of 2016, Samsung unveiled a 3,395 square foot store in the Nordstrom-anchored expansion wing at Toronto’s Yorkdale Shopping Centre.
Samsung will be one of several retailers to open this year in the Yonge-Dundas Square area, considered by many to be Canada’s answer to New York City’s Times Square. A block north, construction continues on a Michael Jordan-branded store at 306 Yonge Street, which opened temporarily in February of 2016. The current Hard Rock Cafe at 276 Yonge Street will be replaced with a Shoppers Drug Mart (possibly as large as 22,000 square feet), and more retail/development announcements will be made in the area, including between Yonge Street’s Saks Fifth Avenue and Nordstrom stores, both of which opened last year.
Australian eyewear retailer Bailey Nelson is launching its corporate Canadian store expansion, with plans to expand into various markets over the next several years. Vancouver will be the brand’s Canadian launch city, with Toronto expected to follow soon after.
This spring, Bailey Nelson will open its first corporate Canadian store at 1135 Robson Street, in the heart of Vancouver’s busiest shopping area. A location in Vancouver’s hip and historical Gastown (202 Carrall Street) will follow, according to Bailey Nelson’s North American managing director, Bree Stanlake. Prior to the Vancouver store openings, Bailey Nelson will host a number of ‘community activations’, she said.
Bailey Nelson is looking to enter the Toronto market this fall, according to Ms. Stanlake, with two lease negotiations currently in the works. Bailey Nelson is working with CBRE Toronto Urban Retail Team as well, under the direction of Jackson Turner, Arlin Markowitz, and Alex Edmison.
The company will look to open multiple locations in each market it enters, she noted, clustering stores in order to build a customer base. Following Vancouver and Toronto, Bailey Nelson will seek to expand into Ottawa and other major Canadian cities.
Bailey Nelson will test out the Canadian market and while there’s no ‘ultimate goal’ as to the number of stores it will open, Ms. Stanlake noted that Canada could see as many as 40-50 Bailey Nelson stores open over the next four years. Stores will generally range in the 1,000 square foot to 2,000 square foot range, and its initial focus will be on urban street fronts, in order to create connections within local communities. Shopping mall locations will also eventually play a key role in the company’s expansion, said Ms. Stanlake, particularly given our climate and exceptional foot traffic at leading centres.
Until recently, Canada was home to a number of licensed Bailey Nelson stores. These have since been converted to another banner, which we’ll discuss in a separate article.
Founded in Bondi Beach (Sydney) Australia in 2012, Bailey Nelson retails high-quality, on-trend glasses and sunglasses at a moderate price-point. It designs and manufactures its high-quality frames and uses top-quality lenses. Prices are a fraction of the cost of some competitors, and customer reviews reflect satisfaction with the company’s customer service and product selection.
Vancouver-based INDOCHINO, now the world’s largest made-to-measure menswear company, has opened its first retail showroom in the province of Alberta. Located on the second level of West Edmonton Mall, the new 3,200 square foot space features an eye-catching graphic exterior, and an interior with prominent ceramic flooring.
The store features four ‘zones’ as described by INDOCHINO’s Senior Director of Retail, Dean Handspiker, including areas for suiting, fabric, shirting and two lounges — one for grooms, and one for tailoring. The company’s other showrooms lack a tailoring area on the selling floor, making the new Edmonton location particularly unique. Furnishings in the space are from Vancouver-based eCommerce retailer Article, which is experiencing explosive growth, as discussed in Retail Insider last week.
Fixtures in the the new store were created by Vancouver-based Peregrine, which works with some of the country’s leading retailers and their interiors.
The Edmonton store’s design is intended to make shoppers comfortable, according to Mr. Handspiker, while video screens allow customers to ‘bring the suit to life’.
The West Edmonton Mall showroom is INDOCHINO’s sixth Canadian location, and is one of three to be opening in Canada this spring. On Thursday, April 6, INDOCHINO will open its second Alberta location at Calgary’s CF Chinook Centre and on Thursday, April 27, it will open at Metropolis at Metrotown, east of Vancouver. Indochino’s other Canadian showrooms are in Vancouver (Yaletown), Toronto (King Street East and Yorkdale Shopping Centre) Mississauga (Square One) and in Ottawa at CF Rideau Centre.
INDOCHINO announced a major international expansion last year, with the goal to open about 150 retail stores globally while selling a million suits annually by the year 2020. The company was founded in Vancouver in 2007 as an online custom suit retailer and in late 2015, co-founder Kyle Vucko was replaced as CEO by Shop.ca founder Drew Green.
INDOCHINO’s retail spaces/showrooms are an extension of the company’s online made-to-measure experience. INDOCHINO customers are paired with a Style Guide in-store, who helps them design one-of-a-kind suits or shirts. Style Guides take measurements, assist with fabric selection, and walk shoppers through custom options including buttons, vents, pockets, lapels and monograms. Each garment is made to order and delivered within four weeks, when customers can return for a second fitting to ensure a perfect fit. The showroom works in tandem with INDOCHINO’s e-commerce website, so men can access their profiles and reorder at their convenience. The showrooms are designed to be modern and bright, boasting comfortable reception areas and lounges dedicated to serving groom parties and other groups.
2016 was record setting for INDOCHINO, with three new showrooms, year-over-year omnichannel sales growth of 54% and year-over-year sales in comparable showrooms ending the year at 32%. In February 2016, the company announced a US $30 million strategic investment by Dayang Group — the world’s largest suit manufacturer — which has helped accelerate the company’s expansion plans, significantly enhanced the product offering to its customers, and generated additional operating efficiencies.
In 2017 the company’s growth trajectory has continued, with January’s year-over-year omnichannel sales growth over 50%, according to INDOCHINO.
Oberfeld Snowcap represents INDOCHINO as brokerage in Canada. According to Mr. Handspiker, future INDOCHINO showrooms will ideally be in the 2,500 square foot to 3,500 square foot range.
*The top photo of the store’s facade was provided by West Edmonton Mall.
