Moose Knuckles is entering 2026 with a sharper sense of focus across its retail network, beginning with the recent relocation of its store at CF Toronto Eaton Centre. The move, which saw the Canadian outerwear brand shift next door into a smaller, more productive space, reflects a broader recalibration underway as Moose Knuckles aligns physical retail with brand evolution, product diversification, and disciplined global expansion.
The relocation was not driven by retreat, but by refinement. According to Andrea Elliott, Executive Vice President, Retail and Wholesale, Americas, the original Eaton Centre lease was secured during the height of the pandemic, when real estate availability was limited and long-term planning was clouded by uncertainty.
“We secured that space during COVID because it was important for us to be in the CF Toronto Eaton Centre, right in the downtown core and a major tourism hub,” Elliott said. “At the time, there weren’t many options available. While we had strong brand fans, the space itself ended up being larger than what ultimately made sense for us.”
As the business matured and performance benchmarks became clearer, Moose Knuckles revisited the lease with Cadillac Fairview and took the opportunity to right-size the store.
“We now have a very clear understanding of what our ideal footprint looks like from a productivity standpoint,” Elliott said. “The timing worked perfectly for us to relocate into the right space, at the right size, using our updated brand design, and the results have been excellent.”
Applying the Same Discipline in Ottawa
Toronto is not the only Canadian market where Moose Knuckles has refined its physical presence. In Ottawa, a long-running pop-up at Rideau Centre has now transitioned into a permanent store, again moving only a few doors but into a space better suited for long-term performance.
“Ottawa started as a pop-up in a small location,” Elliott said. “We were really waiting for the right long-term opportunity. When that space became available, we moved just a few doors down, built it out using the same design language as Royalmount, and the performance has been exceptional.”
The Ottawa move highlights a consistent theme within the Moose Knuckles retail strategy, patience paired with discipline. Rather than rushing into permanent commitments, the brand has used pop-ups as a proving ground to better understand customer demand and financial viability.
Pop-Ups as a Strategic Growth Engine
As of early 2026, Moose Knuckles operates 19 permanent stores across North America and Europe, with 21 total locations including two seasonal pop-ups. What began as a defensive tactic during the pandemic has since evolved into a deliberate and data-driven expansion tool.
“We initially leaned into pop-ups during COVID as a way to manage uncertainty,” Elliott said. “But very quickly, it became an offensive strategy. Pop-ups allow us to enter a market, operate during peak season, and truly understand its potential.”
By evaluating seasonal performance and extrapolating full-year profitability, Moose Knuckles can determine whether a market is ready for permanent investment. Even when a pop-up does not convert, the brand still captures long-term value.
“If we decide not to go permanent, we’ve still gained new customers, strengthened our e-commerce presence in that market, and built brand awareness,” Elliott said. “It’s a win on multiple levels.”
Current pop-ups include King of Prussia near Philadelphia in the United States and a high-profile Amsterdam location operated in partnership with fintech company Adyen, inside a former Hudson’s Bay building in the heart of the city.
“It’s a prime downtown location with strong tourist traffic and a very engaged local audience,” Elliott said. “It’s been a fantastic way to introduce the brand to that market.”
A Multi-Format Footprint Across Key Markets
Moose Knuckles’ physical presence spans a carefully curated mix of full-price and outlet locations across Canada, the United States, and Europe, reflecting a disciplined approach to market coverage and long-term brand positioning. Rather than pursuing aggressive saturation, the company has focused on securing locations that balance visibility, tourism exposure, and commercial performance.
In Canada, the brand operates in major urban and regional centres including CF Toronto Eaton Centre, Yorkdale Mall, Royalmount in Montreal, CF Chinook Centre in Calgary, Rideau Centre in Ottawa, CF Pacific Centre in Vancouver, West Edmonton Mall, and CF Polo Park in Winnipeg, while also maintaining outlet locations at Toronto Premium Outlets, Niagara Premium Outlet, and Premium Outlets Montréal. In the United States, Moose Knuckles has established a presence in high-traffic environments such as SoHo in New York City, Roosevelt Field, King of Prussia, Woodbury, Somerset, and Chicago Fashion Outlets, while its European footprint includes Roermond, Bicester Village, and Amsterdam, blending outlet destinations with select urban markets.
Canada Feels Well Covered as Focus Shifts Abroad
While Moose Knuckles continues to evaluate opportunities domestically, Elliott said the brand feels confident in its current Canadian footprint.
“We feel very good about our coverage in Canada, both from a full-price and outlet perspective,” she said. “Our penetration across the country is strong, and we’re in the right locations.”
Looking ahead, the emphasis is shifting toward international growth, particularly in the United States and Europe.
“That’s really where we see the greatest opportunity for expansion,” Elliott said.
For 2026, Moose Knuckles is forecasting between three and five new stores, primarily full-price locations in major global markets.
“Real estate decisions are critical,” Elliott said. “When you go permanent, you need to be absolutely certain you’re choosing the right location.”
Wholesale, Retail, and E-Commerce in Alignment
Unlike many brands that experience channel tension, Moose Knuckles has found that its wholesale, retail, and e-commerce businesses reinforce one another. Elliott oversees both wholesale and retail in North America, allowing for a fully integrated approach.
“Our wholesale partners are incredibly important to us,” she said. “When we open stores near those partners and invest in brand-building, we’ve seen that all channels benefit.”
In Canada, Moose Knuckles is carried by Holt Renfrew, Sporting Life, and Simons, while U.S. partners include Saks Fifth Avenue, Bloomingdale’s, Neiman Marcus, and Nordstrom.
“We haven’t experienced the conflict some people expect,” Elliott said. “Instead, we’ve seen success across the entire ecosystem.”
Digital Growth and Platform Investment
E-commerce continues to play a growing role in the business, supported by a recent migration to Shopify.
“We’ve seen strong year-over-year growth online,” Elliott said. “The platform upgrade has given us more flexibility, and it’s an area we’ll continue to invest in.”
Digital performance also informs physical expansion decisions, alongside wholesale distribution, competitive dynamics, weather patterns, and tourism.
Product Evolution Beyond Cold Weather
While Moose Knuckles remains best known for its premium outerwear, the brand has expanded its assortment into lighter-weight categories, sportswear, and logo-driven essentials.
“We are very intentional about balancing fashion and function,” Elliott said. “Our products need to perform, but they also need to feel relevant for city and street wear.”
Core jackets remain foundational, alongside evolving styles such as the brand’s signature “bunny” designs, sportswear, hoodies, polos, joggers, and the expanding Gold Series. Store teams play a direct role in shaping future product development.
“Our managers provide direct feedback to our design and merchandising teams every season,” Elliott said. “That level of collaboration is incredibly powerful.”
Experience as a Retail Differentiator
Inside Moose Knuckles stores, the emphasis is on experience rather than speed. Fit sessions often last 20 to 40 minutes, with teams trained to deliver what Elliott describes as a concierge-level approach.
“We want customers to feel welcomed and cared for,” she said. “It’s not about rushing a transaction. It’s about helping them make the right choice.”
That approach includes services such as guided fit sessions, careful handling of customers’ existing outerwear, and even assistance with zippers to demonstrate construction quality.
“We think about the entire experience from start to finish,” Elliott said.
Occasionally, customer feedback underscores the functional integrity of Moose Knuckles products in unexpected ways. Elliott recalled hearing from customers whose jackets helped reduce injuries during serious accidents.
“We don’t position ourselves around that,” she said. “But hearing those stories reinforces how much care goes into our construction and materials, and it means a great deal to our teams.”
