Montreal-based eyewear brand BonLook has officially opened its latest boutique at the city’s much-anticipated Royalmount shopping destination. The new location, adjacent to Aldo and across from Starbucks on the second floor, represents the 24th standalone store for the brand in Canada and marks a bold new chapter in its evolution under parent company FYidoctors.
“This is more than just a retail expansion—it’s a convergence of design, fashion, and community,” said Dr. Frédéric Marchand, Optometrist and Vice President for Visique and BonLook at FYidoctors, in an interview with Retail Insider. “We felt this project aligned perfectly with our vision for BonLook as a Canadian brand that leads with fashion-forward accessibility.”
Corporate Growth Rooted in Canadian Innovation
Founded in Montreal in 2011 by siblings Sophie and Louis-Félix Boulanger, BonLook first made waves as an online-only eyewear retailer before pivoting to physical retail in 2015. With minimalist boutiques and a seamless omnichannel experience, BonLook quickly became known for merging style with service. In 2021, the company was acquired by FYidoctors, a diversified Canadian healthcare company, providing new infrastructure and resources for growth.
“Since joining FYidoctors, BonLook has grown into a major pillar in our organization,” explained Dr. Marchand. “As someone who started as an optometrist in my family’s clinic and joined FYidoctors in 2015, it’s exciting to see how far the brand has come.”
The Royalmount store is the first new BonLook boutique launched post-acquisition and serves as a signal of things to come.
Why Royalmount Was the Perfect Fit
Royalmount, one of Canada’s most ambitious mixed-use retail projects, is still in its early phases. But with its upscale tenants, expansive entertainment venues, and integrated public transit connections, the development has already made a strong impression.
“We’re excited to be part of this destination,” said Dr. Marchand. “Royalmount is being positioned as a lifestyle centre—not just a mall—and BonLook fits well within that framework. We offer a stylish, emotional retail experience that connects with customers on more than just a transactional level.”
The mall is home to high-end fashion brands and accessible favourites like Uniqlo and Aldo. BonLook aims to serve the customer who values both style and substance, positioning itself as a ‘fashion affordable’ rather than ‘affordable fashion’ retailer. “It’s a subtle difference,” Marchand noted, “but an important one.”
Art Meets Retail: A Collaboration with LeBicar
Adding a local artistic element to the boutique, BonLook partnered with Montreal artist LeBicar to design the store’s facade. The result is a striking minimalist floral mural that acts as a creative landmark in the space.
“Royalmount wanted retailers to create something unique,” said Dr. Marchand. “So we brought in LeBicar, who’s well-known for collaborations around Montreal, to develop a concept that reflected both our brand and the surrounding community.”
Beyond the storefront, additional design elements by LeBicar appear inside the boutique, reinforcing BonLook’s commitment to visual storytelling and local culture. Dr. Marchand hinted that this collaboration could expand into future creative projects.
Eyewear and Eye Care Under One Roof
While BonLook started as a fashion-focused brand, the integration with FYidoctors has allowed the retailer to add professional optometric services into its stores.
“We’re in the final stages of installing eye exam equipment in the Royalmount location,” said Marchand. “It was important for us to pair style with service. Now, customers can not only find beautiful frames, but also receive professional care, all in one place.”
This offering sets BonLook apart from many fast-fashion optical retailers, as customers can receive complete service—from prescription to purchase—without having to visit multiple locations.
A National Footprint with Montreal Roots
Although BonLook now operates boutiques in multiple provinces, its DNA remains proudly Quebecois.
“Our design team and marketing team are still based here in Montreal,” Marchand emphasized. “This store reinforces our commitment to growing the brand nationally while keeping our identity rooted in Canada.”
With 36 standalone stores, shop-in-shops within FYidoctors locations, and a strong online presence, BonLook has grown substantially. The brand has also launched wholesale distribution of its frames into over 60 other locations across Quebec. “BonLook is now the number one selling frame in quality retail within those stores,” said Marchand.
Future Growth Plans
According to Marchand, BonLook is far from done expanding. “The Royalmount location came a little earlier than expected in our rollout plan, but we couldn’t pass up the opportunity,” he explained. “We’re looking at future growth both through new boutiques and through expanded wholesale distribution.”
BonLook has also begun testing shop-in-shop formats in smaller communities, giving the brand a way to reach customers outside major urban markets without the costs associated with full store leases.
“Shop-in-shops give us flexibility,” said Marchand. “We can enter smaller towns that don’t have large malls and still provide access to the BonLook experience.”
Retail Trends and Brand Differentiation
When asked about broader retail trends in the optical industry, Marchand pointed to increasing commoditization—and the challenges that come with it.
“There’s a race to the bottom right now, with retailers competing to be the cheapest,” he said. “But BonLook has always been about more than just price. Our goal is to offer quality, fashion-forward frames at an accessible price, with service and design that create emotional connections.”
He added, “Some customers come in not knowing the brand, and leave loyal advocates. When you look at the quality, the value, and the service, people are often surprised.”
BonLook is also responding to growing consumer interest in Canadian-made products. “We’re proudly Canadian. Our lenses are now made domestically, and all of our frame design work is done in Montreal,” said Marchand.
“That matters to people right now.”
