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Icebreaker GM Discusses Canadian Store Expansion

By
Craig Patterson
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Icebreaker at CF Chinook Centre

New Zealand-based merino wool outdoor and sport clothing designer and manufacturer Icebreaker plans to grow its Canadian store count, following successes in its wholesale division and at its current Canadian locations. Today, the company’s fourth flagship opens in Calgary and according to its Canadian General Manager, more locations will follow. 

Icebreaker is the world’s largest merino outdoor apparel company. Founded in 1994, the company is privately held and headquartered in Auckland. It’s products are now carried in over 5,000 outdoor and sporting goods stores in 50 countries around the world. Its international network of 25 ‘TouchLabs’ includes 13 North American locations. Of those, three (and soon four) are in Canada. 

Icebreaker at CF Chinook Centre

‘TouchLabs’ are Icebreaker’s free-standing stores, distinguished from its shops-in-stores which it calls ‘TouchPoints’. Today, a 1,380 square foot TouchLab opens at Calgary’s Chinook Centre. The store’s design will be contemporary yet rustic and will launch the brand’s new ‘Body Fit Bar and Shop’ concept — a space dedicated to profiling the brand’s collection of base layers. The Calgary TouchLab will feature Icebreaker’s complete line of merino wool apparel including outdoor, run, fitness, kids, underwear and travel and lifestyle collections, along with socks and accessories — all made from merino wool sourced from the Southern Alps of New Zealand.

“As a brand that strives to inspire adventures in nature, Icebreaker is excited to bring our fifth Canadian retail location to Calgary, a city in close proximity to mountain resorts and outdoor recreation where people share our passion for the outdoors,” says Justin Walford, General Manager of Icebreaker Canada. “Canada is one of Icebreaker’s highest performing countries, largely due to the premium Canadians put on investing in high quality outdoor apparel. This flagship store will amplify Icebreaker’s tremendous network of existing retail partners who offer the Icebreaker range in Calgary, and introduce thousands of new winter and summer sports enthusiasts to the brand through our prime Chinook location.” 

Icebreaker at CF Chinook Centre

We interviewed Mr. Walford on Icebreaker’s Canadian store expansion. Currently, the brand has three Canadian TouchLabs — two in Vancouver and one in Montreal, as well as an outlet at the Toronto Premium Outlets. Mr. Walford says that the brand is interested in opening free-standing TouchLabs across Canada, but that it will do so carefully. The company has an excellent relationship with its Canadian wholesale vendors, to the point that some vendors have opened TouchPoint shops-in-stores to profile Icebreaker’s extensive product assortment. To be respectful to wholesalers and to maintain its excellent relationships, Icebreaker will selectively review opportunities for free-standing TouchLabs, seeking retail space in the 1,200 to 1,500 square foot range. Stores may locate in malls or on busy streetfronts, as opportunities may arise. Mr. Walford stresses that this growth will be careful and will only take place if the situation proves strategically beneficial. 

When some brands see success in markets where their product is carried by wholesalers, they may choose to open free-standing locations — possibly to the detriment of the very wholesalers who helped create brand identity in the local market. Speaking to Mr. Walford, it’s clear that Icebreaker’s strategy is less about dominating markets with freestanding stores, and more about maintaining relationships with all parties involved. Icebreaker’s new TouchLab locations will therefore compliment existing wholesale distribution, wherever possible, and be primarily built to attract new customers and amplify the brand’s awareness among Canadians. 

Icebreaker at CF Chinook Centre
Icebreaker at CF Chinook Centre

Mr. Walford explained how Canada is one of Icebreaker’s top markets — so successful, in fact, that the brand operates a Canadian headquarters in Vancouver with about 25 employees. Canadians appear to appreciate the brand’s value proposition, spearheading its tremendous growth. Calgary is specifically a strong market for Icebreaker, according to Mr. Walford. Its population is young, affluent and enjoys a ‘work hard play hard’ mentality which warrants a flagship. Chinook Centre, itself, presents an excellent opportunity for the retailer — not only is the mall one of North America’s most productive, it also boasts environmentally friendly features (including LEED certification) as well as an exceptional co-tenancy which includes Canada’s first Nordstrom store. 

We’ll keep you updated on Icebreaker’s Canadian store expansion. 

Hazelton Lanes Expanding to Become ‘Yorkville Village’

By
Craig Patterson
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Toronto’s iconic Hazelton Lanes shopping centre will be overhauled and rebranded as ‘Yorkville Villlage‘, as landlord First Capital Realty looks to incorporate it into the Yorkville neighbourhood. We’re told that First Capital is also looking to eventually own most of the buildings on the surrounding streets, turning Yorkville into a world-class entertainment destination.

First Capital bought Hazelton Lanes in 2011. Anchored by Canada’s most productive Whole Foods location, the centre otherwise struggled with its dated interiors and awkward access points. First Capital retained design firm Kasian to redesign the complex, and we’ve got renderings as well as a video highlighting the renovation.

First Capital will spend over $100 million, transforming the former Hazelton Lanes into a bright, upscale ‘neighbourhood centre’. Whole Foods will remain an anchor, as will Andrews department store and fashion retailer TNT The New Trend. We’re told that luxury retail will not be the primary focus for the new Yorkville Village, though if luxury brands want to join, they’re certainly welcome. 

A new 60 foot wide Yorkville Avenue entrance hall will welcome shoppers into into the south end of the complex. Featuring a retractable entryway with an ‘indoor/outdoor’ interior, a cafe and retail space will be housed under its glass roof. The new entrance replaces structures at 136-138 Yorkville Avenue, which will be demolished for the addition.

Equinox Fitness will get a new home within the complex. Currently located on the mall’s ground floor, Equinox will relocate to Yorkville Village’s third level, occupying 20,000 square feet of former office space. Equinox will also occupy about 4,000 square feet of Yorkville Village’s ground floor, as well as another 4,000 square feet of the mall’s concourse level. In the rendering above, you can see Equinox protruding over the sidewalk with large windows. 

The two-minute video provides a walk-through of the new Yorkville Village centre. The mall’s Avenue Road entrance will see a new facade and new signage, and the mall’s sun-flooded interiors feature reflective marble flooring and modern fixtures. The mall’s Hazelton Avenue entrance features an attractive wooden canopy, located between two historical townhomes which are now occupied by retail.

The video provides multiple interior views of the overhauled mall, including a renovated atrium featuring Whole Foods and Rexall Drugs. 

Hazelton Lanes’ first phase, at 55 Avenue Road, was built in 1976 and measured only 60,000 square feet. Because it opened before the Toronto Eaton Centre, it managed to secure more upscale retailers than it otherwise would have. Hazelton Lanes almost tripled in size in 1988 by adding address 87 Avenue Road to its north portion, hosting even more luxury retailers such as Hermes, Gianni Versace, Valentino, Fogal of Switzerland, Emanual Ungaro, Givenchy, Yves Saint Laurent Rive Gauche, and others. The recession which hit Toronto a couple of years later resulted in many luxury stores eventually closing at Hazelton Lanes. The mall’s awkward configuration, low ceilings and inconveniently-located entrances further contributed to the mall’s downfall. Hazelton Lanes eventually became more of a neighbourhood shopping centre (albeit an upscale one) of almost 237,000 square feet. 

First Capital also has big plans for the surrounding neighbourhood. It recently purchased several neighbouring retail properties, including 80-100, 102-104, 106-108, and 136-138 Yorkville Avenue. The map below shows the new Yorkville Village, consisting of the former Hazelton Lanes and the new retail properties, all marked in blue. First Capital currently owns about 80% of the north side of Yorkville Avenue between Hazelton Avenue and Bellair Street. We’re told that First Capital would like to eventually own much of the commercial space on both Yorkville Avenue and Cumberland Street, where it will create a world-class entertainment district including shopping, restaurants, and other neighbourhood amenities. 

First Capital could end up spending over half a billion dollars in the Yorkville area over the next several years, we’re told, as it acquires property for Yorkville Village. 

According to statistics compiled by First Capital, the local population is young (50% are between 25 and 40), affluent, and spends a considerable amount of time in the immediate area. As Yorkville’s population grows substantially with new condominium towers, First Capital will provide residents and visitors a variety of attractions and entertainment options. 

We’ll update this story as details become available. Thank you to Urban Toronto‘s bAuHaUs for providing us with the above video. All photos in this article are either via Kasian, or screenshots from the video. 

JoshuaDAVID Pop-up Brings 514 Fashion to 416 Style

By
Craig Patterson
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Five years after its initial foray into women’s fashion in Montreal, JoshuaDAVID, has set up a store in Toronto’s Atrium at Yonge and Dundas with a je ne sais quoi sure to satisfy every woman’s fashion craving. Notable award nominees, Joshua Fagan and David Archer, co-founded the boutique on the promise of personal attention and the forward-thinking fashion.  
 
The pop-up store officially opened on December 4 and will remain at the 585 Bay location (Dundas subway station – second floor) until January 31. In fact, JoshaDavid has done such a fabulous job of their temporary location that it is difficult to distinguish it from the surrounding permanent retail stores. 

“We’re very excited about having a presence in Toronto – a market where many of our loyal visitors and former Montrealers now live,” said David Archer, co-owner, JoshuaDAVID.  “Our mission is to bring the most enticing styles each season and work with our customers to create their perfect wardrobe.”

The pop-up store features special designer sample sales, exclusive products not regularly available in Toronto and the latest covet-worthy pieces from top designers including Alice + Olivia, Bailey44, Cambio, DVF, Equipment, Elie Tahari, FRS, Jenny Bird, Line, Mackage, Theory and Voluspa, as well as the exclusive JoshuaDAVID brand.

As part of the opening, JoshuaDAVID is hosting a coat drive for the YWCA 1st Stop Woodlawn Shelter. Anyone who brings in gently used outerwear will receive an additional 15% off towards their purchase of all regular and sale coats until January 31, 2015. 

 
For anyone searching for a stylish gift with European flare for the women on their Christmas shopping list, JoshuaDAVID is the ideal destination.  

Store Design Tips for Canadian Retailers

By
Craig Patterson
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SPAREPARTS WINNIPEG STORE DESIGN BY CUTLER

Developing a successful retail space can be a daunting task, particularly in today’s tough, e-commerce driven market. While a store can be attractive and aesthetically appealing, it’s all for naught if your customers aren’t driven to buy.  
 
The team at Cutler, a Vancouver commercial interior design firm, are experts when it comes to sellable spaces. They’ve helped brands like Samsung, The Body Shop and Clearly Contacts create inspired storefronts and interiors that drive sales. Cutler principal Natalie Cutler shares her insider secrets for a space that sells:

1. Customer Experience: Customer experience is key to creating that “I want everything” feeling, and it begins at the door.  Does your storefront entice?  Exciting displays like a mini pop-up shop at the entry or an amazing window display help to draw traffic. Inside, the layout of a space is crucial to the way customers experience a shop and its products. Circulating consumers through the space by using creative lighting, floor and wall fixtures ensures that they will stick around, view more items for sale, and if all goes according to plan, make a purchase.

2. Wayfinding: Wayfinding an industry term used to describe orientation and selecting a path within a built environment. The best way to achieve successful customer wayfinding is with creative and graphic signage that calls out different product offerings within an area of the store.  For most projects, Cutler uses all surfaces of a space – floor, walls and ceiling – in order to maximize potential for the route of most sales.

SPAREPARTS CUSTOM MERCHANDISING DISPLAYS BY CUTLER

3. Merchandising: It may seem obvious, but the importance of strong merchandising cannot be emphasized enough. Design “zones” that display product in mass quantity to give graphic appeal. For example, display an entire wall of cellphone cases rather than dispersing them throughout the store.  Also, create fixtures that allow you to group the latest essential products. Cutler will often design custom wall and floor fixtures to differentiate clients from competitors, and custom props to fit the fixtures and enhance the merchandise.

4. Transaction: Closing is critical in retail. Grab buyers’ attention at the cash desk with miniature displays and easy add-ons.  This is a merchandising opportunity to incorporate impulse buys or to educate customers on the brand.  Who hasn’t grabbed a few extra items on the way through the Sephora lineup?

5. Accessorize: Use furniture, accessories and artwork throughout the space to support your brand in a non-literal way.  A furniture vignette creates a hangout within the store, while a curated grouping of accessories enhances a product collection.  Don’t forget to change this up on at least a quarterly basis to keep your regular customers engaged and excited.

Upscale Nadège Patisserie Looks to Expand

By
Craig Patterson
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INSIDE THE ROSEDALE NADEGE STORE. PHOTO: WWW.PHOTOKLIK.COM

Upscale Toronto-based bakery/cafe Nadège Patisserie is looking to grow its current store base, including possibly expanding into other parts of Canada. The retailer has seen tremendous success with its various attractive and delicious products. Besides its current two (and soon, three) permanent bricks-and-mortar boutiques, Nadège also operates two temporary locations within Holt Renfrew. 

Nadège Patisserie’s first bricks-and-mortar location opened in July of 2009 at 780 Queen Street, across the street from Toronto’s Trinity Bellwoods Park. It was founded by chef Nadège Nourian and her partner, Morgan McHugh. Selling fine chocolates, pastries, cakes, macarons, sandwiches, gift ideas, and seasonal collections, Nadège Patisserie quickly saw success, warranting more store locations.

In May of 2011, the retailer opened a 700 square foot boutique at 1099 Yonge Street in Toronto’s upscale Rosedale area and next week, it openes a 950 square foot location along Toronto’s busy underground PATH system, within the Richmond-Adelaide Centre. Referred to as NADÈGE @ PATH, the new location features an extended coffee program and innovative corporate catering offerings, as well as the delicacies described above. 

In November, Nadège opened temporary boutiques at two Holt Renfrew locations in Toronto – one at 50 Bloor Street West, the other at Yorkdale Shopping Centre. We’re told that these shops are a resounding success, prompting the retailer to consider further expansion. 

INSIDE OF THE QUEEN ST. NADEGE FLAGSHIP. PHOTO: WWW.BARBARALEUNG.COM
YORKDALE NADEGE
TEMPORARY YORKDALE NADEGE CONCESSION. PHOTO: JENNA MARIE WAKANI

Remarkably, in only five years, Nadège Patisserie has grown to employ over 60 people. As Nadège continues to prosper, it may consider opening more locations in Toronto, and even possibly in other Canadian cities.

Regarding a Canadian expansion, “the world is our oyster!” we’re told. It would appear that given the size and location of its current locations, Nadège would seek streetfront and mall retail space under 1,000 square feet. 

Until Nadège does expand its bricks-and-mortar presence into other Canadian cities, you can buy its products on its e-commerce site: nadege-patisserie.com, which launched in November of 2013. 

Will Holt Renfrew Open in New York City?

By
Craig Patterson
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Will Holt Renfrew Open in New York City?

*UPDATE* Since we published this article, Shopping Centers Today tweeted the following, possibly putting the rest rumours that Holt Renfrew will expand into the United States: 

Our article on the topic: 

On Monday, a tweet from the International Council of Shopping Centers‘ (ICSC) Shopping Centers Today indicated that Toronto-based luxury department store Holt Renfrew could be looking for retail space in New York City. Sources say that Holt’s has sought retail space in Manhattan in the past and if the retailer succeeds this time, it could possibly signal the beginning of Holt’s opening stores in various American cities.  

Sources confirm that Holt Renfrew representatives were at the ICSC New York National Deal Making Conference on December 8th. On that afternoon, Shopping Centers Today (SCT) tweeted that “Canada’s Holt Renfrew department store is seeking space in NYC #CRE #NYConf #ICSC look for a lease signing soon”. 

The tweet has since been removed from SCT’s Twitter account, though we screencaptured it, partly out of disbelief. 

Holt Renfrew declined to comment on the subject. Sources at the conference, however, provided informative details that we’ll refrain from publishing at this time, except to say that SCT’s tweet may not be inaccurate. 

Analysis: 

If Holt Renfrew were to open in New York City, it could signal Holt’s intentions to expand into various markets throughout the United States. This would no doubt be a challenge for Holt Renfrew — it would need to secure a variety of premium luxury brands, many already carried in similar stores such as Saks Fifth Avenue, Neiman Marcus, Bloomingdale’s and Barney’s New York. Holt’s would then need to coordinate American logistics, not to mention secure retail space. Holt Renfrew’s newer stores are now as large as Saks Fifth Avenue and Neiman Marcus stores — its Mississauga Square One location for example, opening in the spring of 2016, will measure about 120,000 square feet. Its recently expanded Yorkdale store is about the same size and its Vancouver and Bloor Street flagships are both substantially larger (and set to expand). Its largest location, a combined Ogilvy/Holt’s in Montreal, will open in 2017 with 220,000 square feet. 

Even if Holt Renfrew were to operate only one American location in New York City, finding space large enough could pose a challenge. Before Nordstrom settled on occupying 285,000 square feet at 225 W. 57th Street (scheduled to open in 2018), it examined a number of locations that would possibly be appropriate for Holt Renfrew. A potential location at Park Avenue and 56th Street, however, is no longer available. Nordstrom, itself, is reportedly seeking retail space Downtown for a second Manhattan store, and three other department stores have recently announced new Manhattan locations.  

NEIMAN MARCUS’ NEW MANHATTAN LOCATION WILL SPAN 250,000 SQ FT. PHOTO: OXFORD PROPERTIES.

In September, Neiman Marcus announced that in 2018, it would occupy 250,000 square feet at the Hudson Yards, a massive multi-use development on Manhattan’s Far West Side. Saks Fifth Avenue recently signed for an 85,000 square foot space in Manhattan’s Brookfield Place, steps away from the rebuilt World Trade Centre. Last year, Barney’s New York announced that it will open a second Manhattan location at at 7th Avenue and 16th Street in 2017, measuring about 57,000 square feet.

SAKS FIFTH AVENUE’S MANHATTAN FLAGSHIP IS WORTH AN ESTIMATED $3.7 BILLION. PHOTO: WWW.NYC-ARCHITECTURE.COM

These new stores join Manhattan’s exceptional luxury flagship department stores, all of which are spending millions on renovations. Bergdorf Goodman‘s iconic Fifth Avenue stores (316,000 square feet: 250,000 sq ft + separate 66,000 sq ft men’s store) are seeing substantial remodels, solidifying the retailer’s reputation as one of the world’s top luxury stores. Barney’s New York continues to remodel its 275,000 square foot Madison Avenue flagship, and Bloomingdale’s is in the process of upgrading various departments at its 860,000 square foot Lexington Avenue flagship. Saks Fifth Avenue’s 646,000 square foot flagship, recently assessed at U.S. $3.7 billion, will see a $250 million overhaul, overseen by a president hired from London’s Harrod’s. 

Department stores aren’t the only competition that Holt Renfrew would face. New York City boasts dozens of the world’s top mono-brand luxury boutiques, some with multiple locations in upscale shopping areas such as Fifth Avenue, Madison Avenue and Soho. 

SOURCES SAY THAT SEVERAL YEARS AGO, HOLT RENFREW WAS LOOKING TO OCCUPY RETAIL SPACE AT THE BASE OF NEW YORK’S PLAZA HOTEL. PHOTO: HTTP://WORLDTRAVELNTOURISM.INFO

Sources tell us that Holt Renfrew has shown interest in Manhattan in the past. Prior to the Plaza Hotel‘s 2008 renovation, Holt Renfrew was looking to occupy retail space at the base of the iconic hotel, directly north of Bergdorf Goodman’s luxurious flagship. Holt’s would have been substantially smaller than Bergdorf’s, as Holt’s would have occupied less than 50,000 square feet of The Plaza’s 170,000 square foot commercial/retail component. 

INSIDE HOLT RENFREW’S VANCOUVER FLAGSHIP. PHOTO: ENROUTE.AIRCANADA.COM

Some speculate that Holt Renfrew could see success in Manhattan. New York City is home to a considerable number of Canadian expats, who may be receptive to shopping at an American version of Holt’s. Holt Renfrew has positioned itself as a slightly trendier version of Saks Fifth Avenue and Neiman Marcus, even by the music it plays — at Saks and Neiman’s, music tends to be more traditional, while at Holt’s, you’ll often hear upbeat 80’s songs such as Prince’s Raspberry Beret. Holt Renfrew’s more youthful vibe may be partly due to its ownership by London-based parent company Selfridges Group, which also owns Selfridges stores in Great Britain, Brown Thomas in Ireland, and de Bijenkorf in the Netherlands. 

To be clear, this is speculation, and we cannot confirm that Holt Renfrew intends to expand into the United States. This article is based on SCT’s tweet and conversations involving conference attendees. Holt Renfrew may end up never expanding into New York City or to other parts of the United States.

If Holt Renfrew chooses to expand into the U.S., however, it could signal a heated war with Richard Baker‘s Saks Fifth Avenue chain, which plans to eventually operate as many as seven Canadian locations. We’re told that Holt’s is taking Saks’ Canadian entry very seriously and as a result, Holt’s is upgrading its store fleet and closing underperforming locations. 

We’ll be sure to keep you updated on speculation that Holt Renfrew could open its first international location in New York City. 

Lululemon’s Innovative New Store Design

By
Craig Patterson
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MOVABLE WESTERN MAPLE TABLE WITH 'LIVE EDGE' FINISH. PHOTO: NICHOLAS YEE.

Lululemon‘s new store creates a focal point for the local community, addressing the trend towards retail space acting as a ‘hangout’. The brand’s overhauled store on Edmonton’s Whyte Avenue features innovative design with impressive, substantial wood fixtures and modifiable common areas allowing for collaboration, socialization, or even a place to work quietly. We took a number of high quality photos of the store and its features, specifically for this article.

The Whyte Avenue store was designed by Lululemon’s in-house store designer, Alison Janzen, based on feedback from locals in the adjacent Old Strathcona area. Requests included space to “connect, share and sweat with eachother”, according to Area Community Manager Lindsay Claydon. The resulting space features space for guests (as Lululemon calls its customers) to work, socialize, and even drink tea. Lululemon commissioned stunning fixtures for those purposes, including several movable solid-wood tables, stools, and wall fixtures.

“To create this community hub, we designed custom fixtures that are maneuverable and provide flexibility so the team can continually adjust the space to reflect the needs of the store for events and merchandising. We also added large live-edge communal tables from Peregrine to give guests a place to work and connect in the store” said store designer Alison Janzen.

LIVE EDGE WESTERN MAPLE LEDGE. PHOTO: NICHOLAS YEE.

We were immediately struck by the substantially thick wood used in many of the store’s fixtures, and how many fixtures serve not to display product, but for customers to use for their own enjoyment. A series of movable ‘collective tables’ line the centre of the store, encouraging patrons to sit, socialize, or even work on their laptops. USB and electrical cord plugins are provided in the tables, which are made from ‘live edge’ finishes and lucite legs. Fixtures are movable so that they can be moved to host a local vendor market, a goal coaching workshop, wine tasting, or other activities.  The wood used in these and other fixtures is Western Maple which was sustainably sourced from Vancouver Island, according to Vancouver-based Peregrine.

One of the wood tables hosted a pop-up shop from a community vendor, selling novel T-shirts reading “Silence is Luxurious” (see top photo). Lululemon tells us that its community strategy is decentralized, and that stores are individually responsible for creating experiences that resonate with guests and support their local communities. 

We were also impressed by some of the store’s other thick wood fixtures, also featuring ‘live edge’ finishes. Featured on the store’s walls are the store’s ‘What’s Happening Board’ and ‘Community Board’, as well as a wall-mounted acrylic mirror framed in thick Western Maple over the store’s cash desk.  According to Lululemon, fixtures were designed by Alison Janzen and then manufactured by Peregrine. Peregrine, we’re told, fabricates fixtures for some of Canada’s top retailers.  

CONVENIENT PLUGINS ADORN THE WESTERN MAPLE WOOD TABLES, DESIGNED BY ALISON JANZEN, FABRICATED BY PEREGRINE. PHOTO: NICHOLAS YEE.

While visiting the store, we observed several people meditating and doing yoga. Most were on floor mats, though one woman meditated on one of the substantial wood tables.  Not long after, a young woman plugged in her laptop and was working at one of the central stations. All the while, the store’s cash registers seemed to be ringing up substantial sales — despite space being used for non-retail purposes, the store is still making money.

The Whyte Avenue store addresses a new trend: “These brands are taking a different view toward what a physical store does and aren’t just looking at them as places for commerce,” says Neil Stern, a senior partner at retail consultancy McMillanDoolittle. “Everyone aspires to be Apple,” he says, referring to the stores’ accommodating atmosphere that sees scores of people using the free Wi-Fi. “These brands want to be the place where you hang out.”

Using the space for alternative purposes is strategic, says retail expert Bridget Russo. Community collaboration and in-store events “are helpful in driving store traffic and ultimately sales,” she says, “but really it’s about keeping the store active, becoming a brand people know and supporting other local businesses.” The strategy also tries to solve the problem of waning enthusiasm for brick-and-mortar shopping.

LIVE EDGE WESTERN MAPLE ‘WHAT’S HAPPENING’ BOARD, DESIGNED BY ALISON JANZEN, FABRICATED BY PEREGRINE. PHOTO: NICHOLAS YEE.

Given the hole left by declining neighbourhood institutions, the community store trend will continue to grow, McMillanDoolittle’s Stern says. “These brands are trying to take their place and ingratiate themselves into the community in a smart way at a fairly low cost.”

For those wishing to view the new store in person, Lululemon’s newly renovated Edmonton store is located at 10544 Whyte (82nd) Avenue. Its hours of operation are Monday-Friday 10:00am – 8:00pm, Saturday 10:00am – 6:00pm, and Sundays 11:00am – 5:00pm.

  • IMPRESSIVE LIGHT FIXTURE IN THE DRESSING ROOM AREA. PHOTO: NICHOLAS YEE.
  • FIXTURES CAN BE MOVED FOR VARIOUS IN-STORE ACTIVITIES. PHOTO: NICHOLAS YEE.

Mexx Brand About to Die in Its Omni-channel Sleep

By
Retail Insider
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By J.C Williams Group

News of the Dutch fashion brand, Mexx, filing for bankruptcy did not come as a surprise to us.

Earlier this year, while working on an international omni-channel strategy for a Canadian competitor of Mexx, we attempted to audit Mexx’s online strategy. At the time, we found that they had recently put their online business to bed.

According to the company, they decided to close the website to build a better one that would provide its customers with a superior shopping experience—a wise move in a digitally driven world.

However, now that the company is bankrupt, it appears that not only their online business but also the brand has died, or is about to die in its sleep!

Mexx.ca

On December 5, 2014, the day after Mexx filed for bankruptcy, we discovered the company’s website is no longer in a state of slumber, but it has not fully awaken. For instance, a banner that advertised a door crasher special for girls’ apparel was still on the homepage despite the fact that the offer had ended on December 1, 2014, which was eight days ago!

Online Sales Continue to Rise

An interesting shift is occurring in the retail world. For some retailers, online sales could potentially account for the majority of total sales in the near future. A new research report from UBS highlighted four companies that are expected to see a large portion of sales coming from e-commerce in the fourth quarter of 2014. These retailers include:

It was not long ago when many had said apparel purchases would not be well-received online!

“Go Omni-channel or Go Home”

While e-commerce is clearly the way to go, successful retailers are not stopping at a spectacular website. They are embracing what it means to be an omni-channel retailer. An omni-channel retailer integrates all of their channels to engage customers with a consistent, seamless and superior experience and message, and/or to gain efficiencies, such as inventory efficiency.

J.C. Williams Group’s quarterly Canadian E-tail Report surveys Canadian consumers regarding their online purchasing habits. The message has consistently been “Go Omni-channel or Go Home!”

Retailers who have invested in an omni-channel strategy have seen both their online sales and enterprise value increase.

If you don’t have an omni-channel strategy, in its place is a gaping hole in your business. Your customers are probably going elsewhere while you are sleeping. It is time to wake up before your brand falls into an eternal omni-channel slumber.

J.C. Williams Group is a well-known, full-service retail and marketing consulting firm. It offers clients practical, creative, and in-depth knowledge of retailing and marketing, including up-to-date know-how and techniques to make retail operations better and more profitable. You can also read their informative blog, Retaileye, here: retaileye.wordpress.com. 

Simons Plans to Operate as Many as 20 Canadian Locations

By
Craig Patterson
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Innovative large-format Quebec-based fashion retailer La Maison Simons plans to eventually operate as many as 20 Canadian store locations, according to CEO Peter Simons. The company is aggressively expanding by opening stores Canada-wide which is impressive, considering it currently has only one location outside of Quebec. 

Simons’ first location outside of Quebec opened in October of 2012 at West Edmonton Mall. The 126,000 square foot store has seen tremendous success and according to Mr. Simons, is the chain’s second-highest performer. After perfecting its store design with the August 2013 opening of its 115,000 square foot location at Montreal’s Galeries d’Anjou (its eighth store in Quebec), Simons embarked on its ambitious cross-Canada expansion. 

Simons has formerly announced five new stores, all of which will be open by March of 2017. In August of 2015, an 80,000 square foot store will open at Les Promenades Gatineau in suburban Ottawa and in October of 2015, a 100,000 square foot location will open at West Vancouver’s Park Royal. In March 2016, a 113,000 square foot Simons will open at Mississauga’s Square One and in August of 2016, a second Ottawa location, measuring just over 100,000 square feet, will open at Rideau Centre. Last month Simons formally announced its first Calgary store, located downtown, measuring 92,000 square feet at the base of the city’s first skyscraper.  

Canada is seeing substantial growth and increased competition among upscale retailers. Holt Renfrew, Harry Rosen, Nordstrom and Saks Fifth Avenue are expanding throughout Canada, carrying some of the same upscale designers as Simons. Simons differs from these other retailers, however, in how it pairs pricey designer products with its substantial moderately-priced private-label in-house fashion. Simons stores also lack cosmetics departments and large footwear areas typical of similar-sized department stores, instead focusing on ready-to-wear, accessories, and some home furnishings. 

Mr. Simons tells us that he’s keen to open even more Canadian stores, and that discussions continue for a number of potential locations. He says that he’s very much interested in opening a large store in downtown Toronto, though it may not be at Toronto Eaton Centre, as many have speculated. A second Calgary location could also be in the works, according to Mr. Simons, though he declined to provide details. Mr. Simons says that the retailer was contemplating opening a Winnipeg store, though at the moment it’s concentrating on other Canadian cities. Sources also confirm that Simons has been in talks with Oxford Properties to open a 120,000 square foot location at Toronto’s Yorkdale Shopping Centre though again, Mr. Simons declined to comment. 

Given the assertion that Simons could operate up to 20 Canadian locations, and given the reality that it operates multiple stores in some markets, we speculate that it will operate at least two locations in the Greater Vancouver Area. Simons will no doubt resonate with West Coast shoppers — Simons is fashion forward, and a considerable amount of Vancouver’s apparel is purchased by trend-setting Asian locals and tourists. A suburban Calgary location is also a possibility and would be strategic, given the aversion of many Calgarians to shop downtown. 

Mr. Simons told us in passing that, possibly some day, the retailer could expand internationally. For a retailer with such lofty Canadian expansion plans, we wouldn’t be surprised. It will be interesting to watch Simons’ expansion as it moves into Canadian cities where it has limited brand awareness, and we’ll keep you updated on any new store announcements. 

Upscale Women’s Fashion Retailer Maska Mode Continues Canadian Expansion

By
Craig Patterson
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Importing pieces directly from Italy, women’s multi-brand clothing retailer Maska Mode continues its Canadian store expansion with plans for several Canadian locations. Given that it carries brands exclusive to them in North America, Maska is also looking to expand into the United States. 

The privately-owned, family-run Montreal-based retailer specializes in ‘high-end fast fashion’ according to a company representative. Trends are addressed quickly, and all merchandise is imported from Italy. Its brands include names such as Gil Santucci, Northland, Imperial Fashion, and Rinascimento, and all stores are corporately owned. 

Maska Mode currently operates 21 stores under the Maska, Rinascimento, and Imperial labels. In Quebec, Maska Mode’s stores include six Maska stores, five Rinascimento boutiques, and four Imperial locations. In Ontario, the company operates two Maska and two Rinascimento stores – all in the Toronto area. On November 24th, Maska’s first Alberta location opened at Calgary’s Chinook Centre, measuring about 1,170 square feet. 

Maska has just opened two new locations in Vancouver, including a temporary location which opened over the weekend at 2756 Granville Street in Vancouver’s tony South Granville shopping district. We say ‘temporary’ because the store will close at the end of this month for a full-on renovation, prior to re-opening at the end of January, 2015. Maska opened a location last Thursday at Vancouver’s Oakridge Centre (1,115 square feet, replacing womenswear retailer Crisca) and in March of 2015, Maska will open a unit at West Vancouver’s Park Royal. 

Maska has further Canadian expansion plans, including a new location at the CORE in downtown Calgary. An opening date for that location has yet to be set. Maska is investigating opportunities in other Canadian cities, though a representative wouldn’t comment on which cities. Maska seeks retail space in the 1,000 to 2,000 square foot range, both in shopping centres and on upscale ‘neighbourhood’ shopping streets such as Sherbrooke Street in Westmount, Quebec and on Vancouver’s South Granville. 

Aurora Realty Consultants has been retained to represent Maska Mode across Canada. 

Maska also has big plans for the United States. Although the search for store space has yet to begin, the company sees possibly operating stores in cities such as Boston, New York City and Chicago. 

We’ll update you when we learn more on Maska Mode’s expansion plans throughout Canada. 

Jessica Nguyen is a student at the University of Alberta, as well as a Marketing Intern at the University of Alberta School of Retailing. She’s also a classic style enthusiast on Dressing Jessica – an everyday fashion blog for the petite and curvy woman.

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