Londonderry Shopping Centre Overhaul on Track for 2017 Completion [Before & After Photos]

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October 13, 2016

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Edmonton’s Londonderry shopping centre is seeing an overhaul that will bring it into the 21st century. The centre’s completed renovations are already impressive — a new food court and washrooms opened over the summer, and new retailers are being added to the centre. Next year, Quebec City-based fashion retailer La Maison Simons will open an innovative 100,000 square foot store in the mall, also attracting a number of new retailers that are in discussions with landlord 20 VIC Management Inc.

This article features a number of photos of the centre prior to the renovation, as well as recent photos of the centre as renovations progress. The mall’s new look is considerably more modern.

When it opened in 1972, Londonderry was the largest mall in Canada west of Toronto, and the only two-level mall in Western Canada. The 85 store mall was anchored by Eaton’s, The Bay, Woolco, Safeway, and a movie theatre. In 1984, the mall added 65 additional stores and services. The two-level, 779,000 square foot centre now features over 150 shops and services, and is anchored by Hudson’s Bay, Winners, Save-On Foods and Shoppers Drug Mart.

Landlord 20 VIC Management announced plans to spend $130 million to overhaul the centre in the fall of 2014, including a full renovation of all mall common areas, the addition of a considerable number of new retailers, renovations of existing retailer spaces, new full-service dining experiences, a brand new relocated food court, as well as a lighting upgrade of all interior and exterior fixtures and a state-of-the-art security surveillance system. The project involves a partnership between MMC Architects and GH+A Design.

The recent completion of the Anthony Henday ring road opens up a new customer base, and expands the target trade area for Londonderry. Residents of the nearby affluent communities of St. Albert and Sherwood Park are now a 15 minute drive along the Henday to Londonderry — which factored into 20 VIC’s redevelopment strategy for the centre.

As the overhaul progresses, 20 VIC Management is in talks with a number of national and international retailers to open in the centre, which is expected to become one of the region’s top performing malls upon completion. The landlord continues to seek out new retailers as renovations continue.

*Attention: High Profile Sponsorship Opportunity: Retail Council of Canada will soon be launching its first annual research study on Canadian shopping centres, which will be distributed widely and promoted heavily. For information on Sponsorship opportunities, contact: cpatterson@retailcouncil.org*

La Maison Simons is scheduled to open its 100,800 square foot Londonderry store on August 24, 2017. The store will be particularly unique, featuring sustainable design that will self-generate over 50% of its overall electrical usage with the installation of a solar-electric system on the mall parking lot and on the store roof.

“We are thoroughly examining how we can reduce our environmental impact throughout the whole company, from the suppliers we work with to the raw materials we use”, said CEO Peter Simons. “Our stores are the visual and tactile part of the Simons experience so it is extremely important that we continue testing sustainability initiatives, like the latest in solar PV technology, on location where we interact with our customers.”

Simons’ new store will feature the addition of one of the largest solar-electric systems in a retail project in Canada including 700 solar-electric modules on the parking lot and 1100 modules on the roof. The solar energy-producing parking lot canopy will also protect customers and vehicles from the elements. The combined solar-electric system will generate 470,000 kWh/year (equivalent to 65 homes) and will reduce greenhouse gas emissions by 300 tonnes/year. As well, electric car charging stations will be installed in the parking lot adjacent to the store.

The Simons store’s interior lighting will include LED lighting throughout the entire store as well as dimmable light fixtures adjacent to naturally lit areas of the store to maximize natural day light, reducing electricity devoted to lighting by more than 40%.

“With Edmonton being one of the sunniest cities in Canada, Londonderry was a natural testing ground for the latest in solar-electric technology,” said Jordan Adams, general manager, Londonderry shopping centre. “Simons is leading the way in leveraging innovation to create new standards for sustainability in retail and we’re thrilled to be partnering with them to bring visibility to solar technologies in Canada.”

Simons announced its Londonderry store in January of 2015, following the October 2012 opening of a Simons location at West Edmonton Mall (the first Simons outside of the province of Quebec). The Londonderry Simons will differ from the West Edmonton Mall unit in a couple of ways — Londonderry will feature two fashion levels as opposed to one in the West Edmonton Mall store, and Londonderry’s Simons will also feature an in-store café.

Construction is ongoing at Edmonton’s Londonderry shopping centre, with renovations expected to be completed before the fall of 2017. We’ll provide an update on the mall’s overhaul as construction nears completion, and more new tenants can be announced.

Rolex Opens Largest Location in North America, in Vancouver (Photos)

By

Craig Patterson

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October 12, 2016

A large Rolex store has opened in Vancouver’s ‘Luxury Zone’ and according to its franchisee, it’s the largest such boutique in North America. The 2,750 square foot store is located at the base of the Shangri-La Hotel, with an address of 1119 Alberni Street. The space was formerly occupied by the ‘Xi Shi Lounge’. Vancouver-based Global Watch Company (GWC) operates the licensed boutique.

“The inauguration of the new Rolex Boutique in Vancouver marks an exciting moment in the history of Global Watch Company and is a reflection of the company’s loyalty to the values of the Rolex brand,” said Mr. Sassan Pourfar, founder and owner of GWC. “We are very proud to be expanding the Rolex presence in the city and to have the first Rolex boutique in Vancouver. We look forward to upholding the finest standards of quality and service.”

STOREFRONT, AS TAKEN FROM ACROSS ALBERNI STREET, BY RITCHIE PO.

LOOKING FROM THE STORE’S ALBERNI STREET ENTRANCE INTO THE STORE.

According to GWC, the boutique’s interior is “inspired by water and the sea” with a wall of illuminated laser-etched Aqua glass. The store also features private shopping showrooms, and the iconic Rolex crown decorates the entrance, walls, and display cases. Polished walnut wood cabinets, bronze detailing, floors in Crema Marfil marble, cream-coloured leather tabletops and panelling characterize the interior. Mr. Pourfar explained that much of the store’s millwork was manufactured in Switzerland under Rolex’s strict retail design guidelines.

*High Profile Sponsorship Opportunity: Retail Council of Canada will soon be launching its first annual research study on Canadian shopping centres, which will be distributed widely and promoted heavily. For information on Sponsorship opportunities, contact: cpatterson@retailcouncil.org*

Mr. Pourfar founded Global Watch Company in 2009 with a retail location at 925 W. Georgia Street, across from the Fairmont Hotel Vancouver. Mr. Pourfar said that he may consider future expansion opportunities in the city.

Rolex joins a number of brands that have recently opened stores in Vancouver’s ‘Luxury Zone’, including Prada, Saint Laurent, Moncler, Versace, Brunello Cucinelli, Strellson, and Jaeger-LeCoultre, as well as brands such as Louis Vuitton, Hermes, Tiffany & Co., Burberry, Escada and others. This fall, a Stefano Ricci boutique will open nearby on West Georgia Street and next year, Van Cleef & Arpels will open a two-level store on Alberni Street’s 1000 Block.

*Interior store photos were supplied.

Danier Relaunches Under New Ownership

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Craig Patterson

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October 12, 2016

Fashion brand Danier is re-launching store locations under new ownership and new strategy, dropping ‘Leather’ from its name and focusing on a variety of men’s and women’s fashion categories. The previous Danier Leather brand sought creditor protection in February of this year and closed its previous store locations, prior to being bought over the summer.

According to Danier’s Managing Director, Olga Koel, the brand will initially focus its expansion in Ontario with several new locations. Stores will be different than those of the previous brand, being lighter and more modern, reflecting an air of accessible luxury. Danier dropped ‘Leather’ from its name in order to carry a wider variety of products, which include apparel such as wool jackets and sweaters for both men and women. Prices are being kept reasonable to serve a wider market segment, with high-quality women’s silk blouses being priced at $150, for example, while pure merino wool sweaters cost $177. A variety of outerwear (both in wool and leather) is available, as are collections of footwear, bags and accessories. Ms. Koel described Danier’s new fashions as being fashion forward and high quality, serving a wide demographic with its competitive pricing.

*High Profile Sponsorship Opportunity: Retail Council of Canada will soon be launching its first annual research study on Canadian shopping centres, which will be distributed widely and promoted heavily. For information on Sponsorship opportunities, contact: cpatterson@retailcouncil.org*

The new Danier has already begun opening stores. Danier’s first new location opened last week in the expansion wing of Ivanhoe Cambridge’s overhauled Oshawa Centre. A second location has just opened at Mapleview Shopping Centre in Burlington, and a third location will open on October 13 at Upper Canada Mall in Newmarket.

New Danier stores will ideally be in the 1,500 to 2,000 square foot range and be located within enclosed shopping centres, according to Ms. Koel. She praised brokerage Northwest Atlantic and David George, who is representing the new Danier with its Canadian expansion plans.

*Photos supplied by Danier are of the new Oshawa Centre store.

SoulCycle to Enter Canada as it Commences International Expansion

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Retail Insider

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October 11, 2016

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New York City-based luxury cycling studio and retailer SoulCycle has revealed plans to open two Toronto locations. This marks the first international expansion for the fitness brand, which currently has 66 locations across the United States.

The first Canadian SoulCycle location will be at 435 King Street West (near Spadina Avenue), and is expected to open in March 2017. SoulCycle has also confirmed plans to secure a second location in the city’s affluent Yorkville neighbourhood, which is expected to open shortly after.

“Toronto has been a market that has been requested for years. We’re very excited to bring SoulCycle to Canada,” says Gabby Etrog Cohen, Vice President of Pubic Relations and Brand Strategy for SoulCycle.

SoulCycle’s King Street West location is just over 4,000 square feet in size, taking up part of the former Design Within Reach retail space. A majority of the new SoulCycle premises will be dedicated to a 55-bike cycling studio, which is where SoulCycle’s signature cycling classes will take place. The location will also boast a retail store and locker room areas for both men and women.

435 KING STREET WEST WILL SEE SOULCYCLE’S FIRST INTERNATIONAL LOCATION. IMAGE BY DEVON JOHNSON.

SOULCYCLE’S KING STREET LOCATION WILL TAKE UP THE NORTH PORTION OF ‘SPACE B’.

“It’s exciting that SoulCycle is opening its first studio in Canada, in a premier brick and beam building along King Street West – right in the heart of the action in downtown Toronto”, said Hilary Kellar-Parsons of brokerage Avison Young, who negotiated the Toronto deal in partnership with Avison Young’s Tyler Sopik.

SoulCycle classes incorporate upper body exercises and high-energy music into each class, set in a dark candlelit room. SoulCycle is known for it’s cult following of riders, with a loyal clientele including names such as Michelle Obama, Oprah Winfrey, David Beckham, Demi Lovato, and Lady Gaga.

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SoulCycle offers a pay-as-you-go system rather than a monthly membership model, with each cycling class costing riders $30. Ms. Cohen says there is “absolutely” a market for boutique fitness in Toronto. Although SoulCycle won’t be the first premium fitness experience in Toronto, SoulCycle’s internal studies have shown high demand for the brand. “[It] has been our number one requested market for years,” says Ms. Cohen.

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High Profile Advertising Opportunity: Retail Council of Canada will be launching its first annual research study on Canadian shopping centres. It will be distributed widely and promoted heavily, with sponsorship opportunities available. For more information, contact: cpatterson@retailcouncil.org.

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SoulCycle also offers a wide range of men and women’s athletic wear. The merchandise mix will stay consistent with SoulCycle’s American retail locations. Riders will find Toronto-branded SoulCycle gear, mainly in SoulCycle’s signature yellow colour. “We try to stay away from anything outside our core colouring,” says Ms. Cohen.

SoulCycle’s in-house team will design interiors for both Toronto locations. All SoulCycle locations are accented by SoulCycle’s signature yellow and white colour palette. With a small space that houses both a cycling studio and retail space, Ms. Cohen says the King Street location will “utilize every corner and nook”.

SoulCycle recently began recruiting talent for its first location, and is in the process of training new Canadian cycling instructors in New York City. SoulCycle’s King Street location is still searching for an Assistant Studio Manager and Front Desk Staff according to SoulCycle’s career portal.

SoulCycle was founded by Elizabeth Cutler and Julie Rice in 2005. The company was acquired by Equinox Holdings Inc. in 2011, which currently operates two Equinox Fitness locations in Toronto, and a Vancouver location opening in late 2016. Equinox Fitness is a subsidiary of The Related Companies. Ms. Cohen says that most SoulCycle locations generally range between 2,500 and 4,000 square feet.

According to the L.A. Times, SoulCycle plans to expand to 250 locations across North America. When asked about expansion plans in Canada, Ms. Cohen says SoulCycle plans for expansion across Canada in other major cities, however the team is still planning. “It’s very important that we listen to [each] local community first”.

Saks Food Hall and Pusateri’s Avenue Road Opening Dates Announced

By

Craig Patterson

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October 10, 2016

Toronto-based Pusateri’s Fine Foods has revealed the opening date of its Saks Fifth Avenue food hall in downtown Toronto, as well as the opening date of its fire-devastated Avenue Road flagship. Both locations saw delays due to unforeseen circumstances.

The 25,000 square foot CF Toronto Eaton Centre Saks food hall was originally intended to open in February of 2016, at the same time that Saks Fifth Avenue opened its 170,000 square foot Canadian flagship at the eastern end of the 1 million square foot Hudson’s Bay Queen Street building. Discoveries during excavation delayed the project for several months. Pusateri’s Avenue Road flagship was ravaged by fire in August of 2015, and was originally intended to reopen in August of this year. The family recently sold the 15,000 square foot building and surrounding land to First Capital Realty, and even though the site could possibly be redeveloped in the future, Pusateri’s will continue to operate on the site indefinitely.

SAKS FOOD HALL MEAT DEPARTMENT (RENDERING GH+A DESIGN)

The Saks Fifth Avenue food hall, located on the concourse level of Saks’ Canadian flagship, will open to the public on Thursday, November 10. The store will be a showstopper, similar to the CF Sherway Gardens Saks food hall (also operated by Pusateri’s) that opened in March of this year. The new Saks food hall will feature a variety of upscale grocery items ranging from vegetables to meats, as well as specialized sit-down options and a variety of engaging culinary stations. Renderings indicate that the store will feature a Champagne and raw bar, sushi bar, cold-pressed juice bar, café, full service hot food counter, rotisserie, and several other exciting and unique features that will be revealed shortly.

Pusateri’s freestanding Toronto flagship, located at 1539 Avenue Road, will reopen on Thursday, November 17. The overhauled flagship will feature over 15,000 square feet of redesigned retail and food service space, adding over 100 new brands to its grocery assortment. Full-service fresh departments will be upgraded, including an increased local and international cheese selection, a bolstered deli meat offering, an expanded bread boutique, as well as an amplified assortment of prepared food and an elevated array of hand-rolled sushi.

New features in the Avenue Road store will include La Cucina, a demonstration area and rotisserie carving station; Greenhouse Juices, offering 100% organic cold-pressed juices; Pusateri’s Café, where guests can enjoy specially-made coffee blends and baked goods, as well as for the first time ever a full service restaurant on the premises.

Pusateri’s operated the Avenue Road store for almost 30 years, becoming a fixture in the local community. The company has since expanded to include grocery locations in Toronto’s affluent Yorkville area and at Toronto’s Bayview Village. A Pusateri’s location at RioCan Oakville Place opened in July of this year, measuring about 18,000 square feet.

*All renderings via GH+A Design.

Tsawwassen Mills Opens to Massive Crowds [Photos/Floor Plan]

By

Craig Patterson

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October 5, 2016

After much anticipation, Ivanhoé Cambridge’s 1.2 million square foot hybrid outlet centre, Tsawwassen Mills, has officially opened to the public. The LEED® certified enclosed mall, located south of Vancouver, features 16 anchors and 180 retailers, 50% of which are ‘pure outlet’ stores.

The centre opened to crowds of shoppers at 10:00 am on Wednesday, October 5. The parking lot was full before the official opening time, with traffic being directed as shoppers continued to seek out parking spaces. Richard Hui attended the opening and said that there were “long lines of eager shoppers waiting for the doors to open”, going on to say “the centre is a pleasant surprise, bringing stiff competition to the McArthurGlen Outlets at YVR Airport”.

CLICK ABOVE FOR INTERACTIVE TSAWASSEN MILLS MALL MAP.

Grand opening attendees included Ivanhoé Cambridge executives, Tsawwassen First Nation Chief Bryce Williams and the Honourable John Rustad, British Columbia Minister of Aboriginal Relations and Reconciliation.

Tsawwassen marks the third ‘Mills’ centre for Ivanhoé Cambridge, following the opening of Vaughan Mills north of Toronto in 2004 and CrossIron Mills in Calgary in 2009. Tsawwassen Mills is the largest shopping centre to be built in Canada since 2009.

The unique enclosed centre features five distinct shopping neighbourhoods – Fashion, Outdoor Life, Coast Salish, City, and Nature – each featuring its own custom artwork and design elements. Construction began on the massive Tsawwassen Mills in January of 2014, which is located at Highway 17 and 52nd Street in South Delta — about 30 minutes north of the Washington State border and less than 5 km from the Tsawwassen Ferry Terminal.

Ivahnoé Cambridge says that 180 brands are confirmed for the centre, including 18 that are first-to-market such as: Bass Pro Shops, DSW Designer Shoe Warehouse, Pro Hockey Life, Saks OFF 5TH, The Outlet by Harry Rosen, Michael Kors Outlet, lululemon athletica outlet, and Browns Outlet (shoes), as well as several others. Thirteen of the mall’s 16 anchors are now open.

Tsawwassen Mills features a 1,100-seat food hall, four full-service restaurants, a children’s play area, a sports dome and six public entrances each featuring its own special design features. Several stores offer unique entertainment options, including a skate park in the West 49 retail space, and a themed bowling alley inside of Bass Pro Shops.

According to Ivanhoé Cambridge, more than $600 million went into building Tsawwassen Mills, which now employs about 3,500 full-time and part-time staff. The centre features a 6,000 stall parking lot with 14 electric vehicle charging stations. Other sustainable features include a LEED® certification as mentioned above, based partly on 20% of construction materials being recycled, as well as the planting of 2,000 trees on the property.

Ivahnoé Cambridge says that the mall will draw shoppers from the BC Lower Mainland as well as Vancouver Island, and even from the United States. Americans are increasingly shopping in Canada as the Canadian dollar remains low compared to US currency.

There’s Still Time to Register for IoT, Big Data Retail Summit in Toronto (November 15-16)

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Retail Insider

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October 5, 2016

Retailers that leverage IoT, Big Data technologies in different aspects of their businesses can both increase their profitability and gain a competitive advantage. However, knowing which technologies to invest in and what the ROI of IoT can be can sometimes be difficult to ascertain without guidance.

Fortunately, all of this will be discussed at the IoT, Big Data Retail Summit, which takes place at St. Andrew’s Club (150 King Street West) in Toronto on November 15-16, 2016. The conference will cover topics such as optimizing the supply chain, tech adaptation in retail, and creating new channels and business streams. There’s also a reduced rate for retailers. Recently confirmed speakers will also cover topics with respect to having a digital-first approach and the ROI of IoT.

New Speakers for IoT, Big Data Retail Summit

Some of the most recent additions to the speaker line-up are from:

In addition, new speakers include:

Director Customer Insights – Jackman Reinvents
SVP Customer Experience & Digital Channels – Rogers Communications
Founder – Brainsights
CEO and President – GALE Partners
Co-Founder and CEO – Aislelabs

Sessions from these new speakers include “Introducing a Digital First Mentality into B2B Organizations,” “Shifting Traditional Marketing to Digital First Marketing,” and “Investing Right into Technology & The ROI of IoT.”

For the latest speaker and program updates, download the conference brochure here: www.iotevents.ca/event/retail

There is also a new Gold Sponsor for this conference, namely Architech.

Register for this event today to secure your spot: www.iotevents.ca/event/retail

For more information, you may reach the conference organizers, IoT Events, via email at info@iotevents.ca or over the phone at +1 (647) 775-1610.

*Sponsored. To have your event (or product or service) profiled on Retail Insider, email: craig@retail-insider.com*

MUJI Reveals Ambitious Canadian Expansion Plans (Q&A)

By

Craig Patterson

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October 4, 2016

Minimalist Japanese retailer MUJI will be opening its third Toronto-area store next month, at Toronto’s Yorkdale Shopping Centre. The store will be the brand’s largest and most comprehensive Canadian location to date, and one of a number to open in Canada over the next several years. The company answered one question that it never has to date — how many stores it plans to operate in the Canadian market.

The 6,375 square foot Yorkdale MUJI store is set to open on Thursday, October 18, in the mall’s newest expansion wing anchored by a new 199,000 square foot Nordstrom store (opening on October 21). Muji will be located next to another Japanese retailer, Uniqlo, opening on October 20.

The Yorkdale MUJI will be unlike any other in Canada, being the first to feature in-store personal shopping consultants (two of them), an interior advisor and a styling advisor (being experts in the brand’s home decor and fashion selections), as well as an embroidery studio to customize MUJI product on-site. In addition to the brand’s popular gel ink pens, ‘beads sofas’, organic cotton shirts and ultrasonic aroma diffusers, MUJI Yorkdale will offer a selection of new garments and accessories, new food items, as well as ‘MyBag’ totes with exclusive Canadian designs. Yorkdale store departments will include garments (for men, women and children) and accessories; health and beauty; stationery; storage and furniture; bedding; kitchenware; food; as well as stamp and embroidery stations mentioned above.

We asked Muji’s Canadian President, Toru Akita, several questions about Muji’s new Yorkdale store, as well as the company’s plans for expansion within Canada. Questions asked by us are marked as ‘R-I’:

R-I: Will there be anything unique about the new Yorkdale MUJI store, that will be different from the company’s other two Canadian stores?

Mr. Akita: The Yorkdale store, following the theme of omotenashi, a Japanese way of treating guests with attentive care, will offer new services for the first time in Canada. For example, in order to help customers to improve the comfort of their homes, or to find comfortable and well-fitting clothes, we will have an interior advisor and a styling advisor in store. Also, we will have an embroidery service which will allow customers to transform MUJI garments into their own unique, original items.

R-I: Will there be any other GTA locations opening for MUJI?

Mr. Akita: Yes. We are considering opening 1 to 3 new stores in the GTA area in the next year.

R-I: Can any other Canadian MUJI locations be confirmed, or at least markets? (ie Vancouver/Montreal)

Mr. Akita: The plans have not been finalized yet. We are currently considering potential locations in other provinces, for new stores that could be opened in 2017.

R-I: How many locations, ultimately, could MUJI end up operating in Canada?

Mr. Akita: By 2020, we are considering opening 15 to 20 stores in Canada. (note: this is the first time this information has been publicly released).

R-I: We like to credit brokers and store designers: Is MUJI represented by a brokerage in Canada, and is there a designer we can credit with designing the Yorkdale store?

Mr. Akita: Please do not credit any brokers or store designers. This is because the concept of anonymity is a very important part of the MUJI brand, and we wish to protect this concept.

MUJI’s first Canadian store opened in November of 2014 in Toronto’s ‘The Atrium’, in a 4,400 square foot retail space at 20 Dundas Street West. A second Canadian MUJI store opened in November of 2015 at Square One in Mississauga, spanning 5,225 square feet.

Known for being innovative and its products being affordable and unbranded, MUJI carries various household items, furniture, appliances, stationery and apparel. With hundreds of stores worldwide, it saves money by spending little to nothing on market research and advertising. Muji is short for Mujirushi Ryohin, or no-brand superior items, and was founded in 1980 as the private-label brand of a major supermarket chain (not unlike Canada’s Joe Fresh). MUJI currently operates 12 American stores. Seven are in the New York City area, three are in the San Francisco Bay area, and two are in southern California.

Deciem Continues Rapid Store Expansion [Photos]

By

Craig Patterson

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October 4, 2016

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Toronto-based Deciem, the self-proclaimed “Abnormal Beauty Company”, has leased several more retail spaces in the Greater Toronto Area as it expands its Canadian operations. The company is also expanding globally at a rapid rate.

Three Toronto Deciem locations are now open. In July of this year, the company opened its first freestanding location in the world at 881 Queen Street West, now considered to be the brand’s flagship. Two more locations opened over the summer, both in unique locations. A store in the city’s Cabbagetown area is located at 242 Carlton Street (near Parliament Street), and another opened in the city’s iconic Kensington Market, at 285-A Augusta Avenue over the summer as well.

Deciem is confirmed to have leased two more GTA locations — one in the city’s affluent Yorkville area, and one at Square One in Mississauga. The Yorkville store will replace women’s fashion retailer Quasar Mode, located on Bellair Street beside the TTC ‘Bay’ subway entrance within the 1240 Bay Street commercial building (north of Harry Rosen‘s massive Bloor Street flagship). Square One will mark the brand’s first Canadian boutique within an enclosed shopping centre, as Deciem selects storefronts to help it gain brand awareness.

Stan Vyriotes and David Wedermire of DWSV Remax Ultimate Realty Inc. are representing Deciem in its Canadian expansion negotiations, as well as selected international markets.

Deciem has also opened a store location in Seoul, South Korea, and will soon open units in Melbourne and Sydney, Australia.

Deciem was founded by Brandon Truaxe in 2013, and its products are carried at more than 20,000 stores in 18 countries. The United Kingdom is currently Deciem’s largest market (in the summer, only about 3% of its sales were in Canada), though that will increase as it opens more stores. Deciem features nine beauty brands under its corporate umbrella, ranging in price-point and focus.

Earlier this summer, we reported that the company is looking to expand globally into the UK, United States, Spain and Mexico, among other countries. Mr. Truaxe said that he’d like to have multiple locations in each major city that Deciem enters. “Toronto and all of Canada are high priorities for us in terms of retail expansion partly because Canada is our home and partly because the Canadian retail landscape in beauty is dysfunctionally behind the times” he said.

Mr. Truaxe explained that he’s looking to expand the brand “opportunistically”, and that part of the company’s strategy is to gain brand awareness from establishing several store locations in each city, before moving into new markets. He explained that storefronts also act as ‘advertising’ for the brand, as well as providing a comfortable environment for consumers to become educated on its products.

Nordstrom Prepares to Open Yorkdale Location

By

Craig Patterson

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October 4, 2016

Nordstrom is preparing to open its three level, 199,000 square foot store at Yorkdale Shopping Centre — the retailer’s second location in Toronto. It follows the opening of the CF Toronto Eaton Centre store last month, which saw huge crowds line up to check out the new flagship. The Yorkdale store will feature a pre-opening charity gala as well as a number of events, and will also feature a number of brands unavailable at the downtown store.

Yorkdale’s Nordstrom opens to the public on Friday, October 21. The store will also host a number of pre-opening events, as described below. According to Nordstrom’s website, the Yorkdale store will feature several prominent women’s designers and shop-in-store, including Burberry, Céline, Chloé, Dries Van Noten and Valentino. As with the CF Toronto Eaton Centre store, the Yorkdale Nordstrom will feature the edgy ‘SPACE’ department — making Toronto the only city in the world to boast two of them.

On Wednesday, October 19 between 7:00pm and 10:00 pm, Nordstrom is hosting its Yorkdale opening gala in-store, featuring celebrity DJs Russell Peters, Hannah Bronfman and Brendan Fallis as well as DJs, DJ JazzyJeff and Sophie Jones. Attendees will also be treated to cocktails, gourmet bites, desserts, shopping and a performance by Sean Jones. There will be an in-store fashion show highlighting resort collections from top designers. Canadian designers Aurora James of Brother Vellies and Steven Tai will also make special appearances. Tickets are $150 per person and 100% of tickets proceeds will benefit Covenant House Toronto, Humber River Hospital Foundation, Pediatric Oncology Group of Ontario (POGO), SickKids Foundation, St. Michael’s Foundation and Women’s College Hospital Foundation. Complimentary valet parking will be provided. To purchase tickets or for more information, please visit nordstromrsvp.com/Toronto.

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On Friday, October 14 & Saturday, October 15, Nordstrom will be hosting its Yorkdale ‘BFF (Beauty + Fragrance + Friends)’ event between 11:00 am and 7:00 pm. Attendees will get to see Yorkdale’s Nordstrom location a full week before the store opens to the general public. At the beauty and fragrance event, you can get your makeup done by an artist, take a master class and explore some of the department’s special services. To schedule an appointment, sign up for a class or for more information, you may call 1 (800) 967-0592 or email: eventrsvp834@nordstrom.com

Immediately prior to the 10:00 am public grand opening on Friday, October 21, Nordstrom is hosting an opening Beauty Bash between 8:00 am and 10:00 am. Attendees can examine new products from the top names in beauty and learn the latest tips and enjoy free consultations. The first 2,000 customers to sign up for a beauty consultation will receive an exclusive Nordstrom Beauty Bash tote (one per customer; while supplies last). Nordstrom is proud to partner with Rethink Breast Cancer on this event and to support their work on behalf of young people affected with a $5,000 donation.

According to Nordstrom, the Yorkdale store will employ about 850, which is about the same number of staff working at the CF Toronto Eaton Centre flagship. Yorkdale’s Nordstrom will feature the following services and amenities:

Personal Stylist
Beauty Stylist
Beauty Concierge
Mobile Checkout
Certified Shoe Fitters
Certified Bra Fitters
Family Restrooms
Mother’s Lounge
Complimentary Gift Boxes
Nordstrom Gift Cards
Debut Rewards
Free Wi-Fi

The Yorkdale Nordstrom will feature three restaurant concepts: Bazille restaurant, Habitant lounge, and coffee concept ‘Ebar’. Bazille is the restaurant provider for Nordstrom’s Calgary and Ottawa stores, and Habitant lounge is featured at Nordstrom’s CF Pacific Centre flagship in Vancouver, as well as at the CF Toronto Eaton Centre flagship. Coffee concept Ebar is located in all Nordstrom stores.

Nordstrom’s Yorkdale store manager will be Brynn Herthel-Conn, who has extensive experience with the company’s California operations.

The Yorkdale store (as well as all Canadian Nordstrom stores) is being designed by Seattle-based Callison Architecture, and it will feature clean, single-surface flooring throughout to provide flexibility to adjust and evolve departments. Natural light will flood the store through ample windows.

Yorkdale’s Nordstrom store will span 199,000 square feet, making it the company’s third largest Canadian store. Nordstrom’s largest Canadian store, which opened in September of 2015 in Vancouver, measures about 230,000 square feet. Nordstrom’s CF Toronto Eaton Centre flagship spans about 220,000 square feet over three floors.

The excitement will continue in the fall of 2017, when Nordstrom opens its third Toronto store at CF Sherway Gardens, measuring about 138,000 square feet. Nordstrom entered the Canadian market in September of 2014 with a 140,000 square foot CF Chinook Centre location in Calgary. A second Canadian location, measuring 157,000 square feet, opened in March of 2015 at Ottawa’s CF Rideau Centre.

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