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Strike Looms at University of Toronto Press and Bookstore

By
Craig Patterson
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Entrance to the University of Toronto Bookstore at 214 College Street in downtown Toronto. Photo: Craig Patterson

A potential strike is on the horizon at one of Canada’s most prominent academic publishing and retail institutions. Members of the Canadian Union of Public Employees (CUPE) Local 3261, representing workers at the University of Toronto Press (UTP) and the University of Toronto Bookstore, have requested a “no board” report from the Ontario Labour Relations Board following months of negotiations. The move signals that, if no agreement is reached, workers could be in a legal strike position in early November.

Union members voted overwhelmingly in favour of strike action, with more than 90 percent supporting the mandate. Negotiations between the union and management are set to continue on October 29, as both sides attempt to reach a deal before a potential disruption to one of Canada’s leading academic publishing and retail networks.

According to CUPE 3261 President Luke Daccord, the central issues reflect challenges faced by warehouse, distribution, and retail workers across the country. “The issues here are no different than we see for warehouse and distribution or retail workers anywhere: the rising cost of living, instability faced by part-time workers, the need for decent health benefits and sick days,” said Daccord. “Our goal is to reach a deal that provides more stability for the workers, allowing improved operations at UTP and the bookstore for publishers and retail customers.”

The local represents more than 100 employees across UTP’s warehouse and distribution operations and the University’s retail bookstore network. Members have cited rising living costs and job insecurity as key concerns, particularly for part-time staff who experience unpredictable scheduling and limited benefits.

The University of Toronto Bookstore functions like a department store on campus. The two-level store is enormous, featuring various rooms in a heritage building on College Street. Photo: Craig Patterson

The Role of the University of Toronto Press

Founded in 1901, the University of Toronto Press has grown into Canada’s largest scholarly publisher and one of the most influential university presses in North America. Operating as a nonprofit organization affiliated with the University of Toronto, UTP publishes over 250 new titles annually and maintains an active catalogue of more than 10,000 books and 80 academic journals.

Beyond publishing, UTP is also a cornerstone of Canada’s academic book distribution system. Its Distribution Division handles logistics for over 260 publishers worldwide, operating warehouses in Toronto and Buffalo and distributing approximately 4 million books each year. This extensive reach has made UTP a vital link in Canada’s publishing supply chain, connecting independent publishers to national and international markets.

In recent years, UTP has sought to modernize operations through its Strategic Plan 2023–2026, which emphasizes digital innovation and global expansion. The press also announced a new publishing partnership in 2025 with the Canadian Pharmacists Journal, beginning January 2026. A potential strike, however, could disrupt both publishing and distribution activities, delaying shipments and academic releases across Canada.

Sephora kiosk at the University of Toronto Bookstore at 214 College Street in Toronto. Photo: Supplied

The University of Toronto Bookstore’s Retail Reach

The University of Toronto Bookstore, operating as the retail arm of UTP, serves a large and diverse academic community across the university’s three campuses: St. George, Mississauga, and Scarborough. Established alongside the press in 1901, the bookstore provides essential academic materials, technology products, and branded merchandise to more than 95,000 students and 15,000 faculty members.

Located in the historic Koffler Student Services Building at St. George and College Streets, the flagship store is a familiar landmark to generations of students and alumni. The bookstore also collaborates with well-known brands, offering licensed University of Toronto apparel through partnerships with Nike, Roots, Adidas, and Under Armour.

Beyond retail, the bookstore has played an active cultural role within the university and the broader literary community, hosting events for local and national authors and participating in the Toronto International Festival of Authors. The impact of a strike could also affect campus events and revenue during the busy fall academic term.

Second floor inside the University of Toronto Bookstore at 214 College Street in Toronto. Photo: Craig Patterson

Union Representation and Structure

CUPE 3261 represents more than 1,000 service, maintenance, hospitality, and retail workers across the University of Toronto’s campuses. Its membership includes caretakers, food service workers, groundskeepers, drivers, athletic staff, and the warehouse and bookstore employees at UTP.

The UTP and Bookstore bargaining units within CUPE 3261 are divided into three main groups: a full-time warehouse unit, a part-time warehouse unit, and a part-time retail unit. For the first time in several years, these groups coordinated bargaining efforts in 2025, seeking greater collective leverage. Although management declined to meet at a single bargaining table, the union maintained unified coordination across all units.

Union leaders argue that the issues under negotiation, particularly wage increases and benefit improvements, are essential to retaining experienced staff and maintaining consistent service levels. The workers’ demands include inflation-matching wage adjustments, improved job stability for part-time employees, expanded health coverage, and guaranteed sick days.

Main floor school supplies department at the University of Toronto Bookstore at 214 College Street in Toronto. Photo: Craig Patterson

A Push for Fairer Working Conditions

Throughout 2025, CUPE 3261 has focused on achieving stronger employment standards across all sectors of university operations. The “Good Jobs at U of T” campaign, organized jointly with faculty and student associations, has called for an end to outsourcing and for more equitable treatment of university employees.

At the Press and Bookstore, these concerns have translated into calls for more predictable scheduling, stable hours, and recognition of the professional expertise required in both academic publishing and retail service. While some progress has been made in recent years through joint committees and local advocacy, union leaders argue that wage stagnation and part-time instability remain unresolved issues.

For many workers, the prospect of a strike represents a last resort. “Our members have shown strong support for this action, but our goal remains a fair agreement,” Daccord said. “We want to ensure that UTP and the bookstore can continue operating effectively while respecting the people who make that possible every day.”

Both sides have agreed to resume bargaining on October 29. With a legal strike position possible in early November, time remains for an agreement that addresses workers’ concerns and maintains continuity for publishers, authors, and students.

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Loblaw campaign aims to feed 1 million children

By
Mario Toneguzzi
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Loblaw Companies Limited Head Office (Image: Loblaw)

Loblaw Companies Ltd. has launched its third “Get to Give Days” campaign, with the goal of supporting the President’s Choice Children’s Charity in its efforts to provide meals to children across Canada.

Running to Nov. 2, the campaign invites customers to donate at the checkout of participating Loblaw banner stores. The company has pledged to match all in-store donations up to $2 million. Donations can also be made online at pcchildrenscharity.ca.

Funds raised will support the Charity’s national Power Full Kids™ program, which delivers meals and food education to students in roughly 2,200 schools across the country.

Mark Wilson
Mark Wilson

“Supporting President’s Choice Children’s Charity is a foundational part of who we are as an organization,” said Mark Wilson, chief human resources officer at Loblaw and chair of the Charity.

“With the generous support of our customers and Loblaw’s matching commitment, these funds will make a significant impact in the fight against child food insecurity, helping the Charity reach even more children through the Power Full Kids™ program.”

The need for food support has been increasing. According to data from the University of Toronto’s PROOF research program, 2.5 million children under 18 across Canada’s ten provinces lived in food-insecure households in 2024 — up from 2.1 million the year before. Of those, about 1.9 million children experienced moderate to severe food insecurity.

Shantelle Rhynold
Shantelle Rhynold

“The rise in child food insecurity is deeply troubling, and it underscores the vital importance of programs like Power Full Kids™,” said Shantelle Rhynold, senior manager of marketing and fundraising at the Charity.

“In 2024, our program provided more than 997,000 Canadian children at nearly 2,200 schools nationwide with meals and snacks. We are immensely grateful for Loblaw’s continued partnership and the generosity of its customers during ‘Get to Give Days,’ which enables us to expand our reach and empower more children with the nourishment they need to succeed.”

The Power Full Kids™ program also includes food education components, teaching children how to grow and cook food while promoting healthy habits and life skills.

“The Power Full Kids™ program is invaluable to our school community,” said Jay Poitras, principal at Clarksdale Public School in Burlington, Ont. “It not only ensures our students have access to nutritious food, removing a significant barrier to learning, but also fosters deeper connections between staff and students. When children are well-fed, they are better able to focus, engage, and truly thrive in their educational journey, building confidence and essential life skills for their future.”

According to the Charity, 100 per cent of donations go directly to feeding students across the country. The organization aims to reach one million children annually by 2025.

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 Cineplex selling digital media arm for $70M

By
Mario Toneguzzi
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Cineplex Digital Media (Image: Dustin Fuhs)

Cineplex Inc. has signed a definitive agreement to sell its digital place-based media division, Cineplex Digital Media (CDM), to U.S.-based Creative Realities Inc. (CRI) for $70 million in cash.

In a recent press release, the company said the transaction is expected to close in the coming weeks, pending regulatory approvals and other customary closing conditions.

CRI will acquire all issued and outstanding common shares of CDM. Cineplex said the sale will strengthen its balance sheet and provide capital for share buybacks, debt reduction, and general corporate purposes, subject to restrictions under its current debt agreements.

“The strength of the offer, followed by a thorough diligence process, positioned Cineplex to capitalize on a timely opportunity to divest and unlock meaningful value,” the company stated.

Cineplex also announced it will continue as the exclusive advertising sales agent for CDM-operated digital-out-of-home networks across Canada under a long-term agreement included in the deal.

Ellis Jacob

“Over the past 16 years, Cineplex Digital Media has grown to be an industry leading and award-winning digital solutions company, operating some of the largest digital networks across North America,” said Ellis Jacob, president and CEO of Cineplex.

“As we continued to grow CDM, we had said we would remain open to an opportunistic and strategic sale. CRI’s strong offer and this accretive transaction will provide us with meaningful capital to continue to deliver value for our shareholders.”

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Canada’s Food Inflation Surges to Top of G7 Rankings

By
Sylvain Charlebois
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Inside a Loblaw Grocery Store (Image: Dustin Fuhs)

Almost a year ago, Canada’s Food Price Report projected that food inflation in 2025 would range between three and five per cent. We now stand squarely at four. For consumers, it’s been a bruising year. After months of relative calm, grocery prices have surged again since spring, driven by tariffs, weather disruptions, and a weakening Canadian dollar.

Between March and September, food inflation jumped sharply across several everyday staples. Coffee and tea prices rose by nearly fifteen percentage points, sugar and confectionery climbed by more than three, while beef and condiments each increased by about one. These aren’t luxury goods—they’re breakfast-table essentials. Canadians are paying more for their morning coffee, family barbecues, and pantry staples than they were just six months ago.

When compared with other G7 countries, Canada’s performance stands out—and not in a good way. Japan currently faces the highest food inflation rate at 7.2 per cent, followed by the United Kingdom at 5.1 per cent. Canada sits third at 3.8 per cent, the only G7 country to post three consecutive monthly increases. Italy follows closely at 3.7 per cent, while the United States, Germany, and France are all below Canada at 3.2, 2.9, and 1.7 per cent respectively. For an advanced, food-producing nation, this is not a comfortable position.

Much of the renewed pressure can be traced back to trade policy. The counter-tariffs introduced in March, combined with new U.S. measures, have quietly inflated costs across the entire food chain. Tariffs are, by nature, inflationary—they disrupt market efficiencies, raise input prices, and trigger retaliatory actions that make goods more expensive on both sides of the border. What begins as a political statement quickly becomes an economic burden, felt most acutely in grocery aisles.

The loonie’s recent weakness has only made matters worse. Since January, the Canadian dollar has fallen significantly against the U.S. dollar, amplifying the cost of imported products such as coffee, cocoa, and processed foods. For a country that imports roughly $70 billion in food annually, currency depreciation functions like a silent tax on every grocery bill.

As we move into the winter months, these forces show few signs of easing. Transportation costs remain high, retailers are passing along supplier increases, and consumers are already adapting by trading down or buying less. While overall inflation is moderating elsewhere in the world, Canada’s food sector is moving in the opposite direction.

Prime Minister Mark Carney recently remarked that his government will be judged by the prices Canadians pay at the grocery store. On that score, Canadians are indeed paying attention. Tariffs, trade friction, and a soft currency have all converged to make food more expensive—and voters are noticing. In a world where food inflation is once again a global problem, Canada’s return to the top of the G7 pack is an unenviable distinction.

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AIRE Ancient Baths to Open First Canadian Location in Toronto

By
Craig Patterson
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Image: AIRE Ancient Baths

AIRE Ancient Baths, the luxury Spanish wellness brand known for transforming historic buildings into candlelit bathhouses, will open its first Canadian location in late 2025. The new site, located in Toronto’s Fashion District, will be among the largest in AIRE’s international portfolio and the brand’s 10th global destination.

The company’s expansion into Canada follows locations in major cities including Barcelona, London, Copenhagen, Chicago, and New York.

“From our origins in Spain to our global destinations, AIRE has always honoured ancient bathing traditions while creating transformative, sensory experiences,” said Amadeo Serra, CEO of AIRE Ancient Baths. “Toronto’s international spirit, creative energy, and vibrant cultural scene make it the perfect home for our Canadian debut.”

AIRE Toronto will be located at 510A Front Street West, inside a restored Edwardian Classical building originally constructed in 1912 for the Copp Clark Publishing Company. The 23,000-square-foot space is now a designated heritage site and will retain many of its original architectural features, including exposed wooden beams and soaring columns.

“Honouring the building’s literary and industrial past is at the core of our design approach,” said Serra. “Vintage books and printing presses echo its publishing history, while its new role celebrates a different kind of art—the art of relaxation.”

Nine Thermal Baths and Signature Experiences

The Toronto location will feature nine thermal pools and a variety of AIRE’s signature design elements, including thousands of candles and stone-lined baths set in near silence.

Among its features will be The Palestra Outdoor Bath, an open-air pool offering guests the opportunity to immerse themselves in a calm and meditative outdoor setting. The Flotarium, a saltwater bath, will provide a weightless floating experience, while the Thousand Jets Bath will use hydrotherapy to invigorate the body.

Guests can also move through the Tepidarium, Caldarium, and Frigidarium pools, each with a different temperature designed to awaken the senses and promote balance. A private Wine Bath, infused with antioxidant properties from Spanish tempranillo grapes, will add a signature AIRE touch.

Additional amenities include a dry sauna, vaporium, 12 massage rooms, and two heated marble beds.

“In Toronto, guests will discover a space where silence, candlelight, and the sound of water create an atmosphere unlike anything else in the city,” said Serra. “It’s a place to disconnect fully and rediscover balance.”

Photo: AIRE Ancient Baths

Ancient Traditions Meet Modern Wellness

Guests will be guided through a thermal circuit that alternates hot, warm, and cold pools — an experience rooted in the bathing rituals of ancient Rome, Greece, and the Ottoman Empire. AIRE’s candlelit setting, subdued soundscape, and architecture-inspired design are all integral to the brand’s sensory identity.

AIRE Toronto will also offer signature treatments and massage rituals designed to complement the thermal journey.

Among them is The Signature Wine Experience, which begins with a 30-minute private wine bath, followed by a cranial massage and a 45-minute full-body treatment. Guests end the ritual with a tasting of Matarromera wine paired with Spanish cheeses.

The Orange Garden Experience, inspired by AIRE’s signature fragrance, includes a full-body massage and face treatment with Gua Sha, finished with a cooling mask and juice refreshment.

Photo: AIRE Ancient Baths

Global Brand with Historic Roots

Founded in Seville, Spain, in 2000, AIRE Ancient Baths is built on a simple philosophy: to transform architecturally significant buildings into immersive wellness environments that celebrate the element of water. The first AIRE location was opened in a 16th-century palace in Seville, where the founders reimagined traditional bathing rituals through a modern lens.

Every AIRE property is selected for its architectural character and cultural connection to its city. The company’s restoration projects often involve former palaces, factories, or warehouses, merging historic integrity with contemporary luxury.

After establishing locations across Spain, AIRE expanded internationally in 2012 with the opening of AIRE New York Tribeca. The brand now operates across Europe and North America, including recent openings in New York’s Upper East Side and Copenhagen.

Toronto: A Key Step in North American Expansion

The Toronto opening represents an important step in AIRE’s North American growth strategy. The Canadian location will bridge the company’s presence in the United States with new markets poised for luxury wellness development.

The facility will employ about 120 staff and is positioned to attract both domestic and international visitors seeking elevated urban spa experiences. Reservations are already available online, with the 90-minute Ancient Baths experience starting at $175.

The expansion comes amid rising demand for experiential wellness concepts that blend relaxation, architecture, and cultural immersion. AIRE’s entry into Toronto reflects the city’s growing reputation as a wellness hub, alongside other luxury spa developments emerging downtown.

Awards and Recognition

AIRE Ancient Baths has received international recognition for its design and service excellence, including:

  • ELLE Magazine: “Best Spas to Visit in 2024” (New York)
  • USA Today 10Best Readers’ Choice Awards 2025: Top 10 Best Day Spas in the United States
  • World Spa Awards nominee: “England’s Best Day Spa” (AIRE London)
  • Architecture MasterPrize Honourable Mention (AIRE Chicago)

Following its Toronto debut, AIRE is preparing to open a Los Angeles location in 2026 and is exploring further international markets, including Europe, the Middle East, and Asia. The company continues to operate under a model that emphasizes control over every aspect of design and guest experience, preferring to grow organically rather than through franchising.

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Haven Greens Launches Ontario-Grown ‘Trillium Blend’ at Costco

By
Craig Patterson
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King City-based Haven Greens is advancing its mission to redefine local agriculture with the introduction of Trillium Blend, a Costco-exclusive leafy greens mix symbolizing Ontario freshness, strength, and pride. The launch underscores the company’s rapid growth since its debut earlier this year and marks another major step toward expanding access to sustainably grown, locally sourced produce.

Trillium Blend takes its name from Ontario’s official flower, representing the province’s vitality and natural abundance. The mix combines baby green leaf, baby red butter leaf, arugula, and mustard greens — a medley designed to deliver freshness and flavor with every bite. Each pack is cultivated and packaged at Haven Greens’ five-acre facility in King City, Ontario, and offers a consistent, ready-to-eat product grown for Ontarians, by Ontarians.

Jay Willmot

Haven Greens CEO and Founder Jay Willmot described the partnership as a meaningful milestone: “Producing an exclusive new blend for Costco, a retailer so widely beloved in our home province and beyond, within our initial launch year has been an honour. Costco’s commitment to consistently providing Canadians with quality products aligns closely with our goal of providing a fresh, sustainable, and readily available alternative to seasonal field lettuce.”

The Technology Behind the Taste

Located on the historic Kinghaven Farms property, Haven Greens operates Canada’s first fully automated greenhouse, a state-of-the-art facility powered by controlled environment agriculture (CEA) and advanced automation. The climate-controlled space maintains optimal growing conditions year-round, entirely pesticide-free and untouched by human hands until packaging.

The greenhouse’s innovative design allows for continuous production, generating approximately 10,000 pounds of lettuce per day and totaling 3.6 million pounds annually. Using an AI-managed system and a mobile gutter technology developed by Finland’s Green Automation, each growth cycle is completed in just 25 days — from seeding to harvest.

The automation significantly reduces waste, water usage, and energy consumption. Haven Greens reuses more than 90 percent of its water and nutrients, a process that contributes to its goal of achieving net-zero operations by 2027.

Image: Haven Greens

Extending Shelf Life, Reducing Waste

Haven Greens’ products are notable for their exceptional shelf life. Each ready-to-eat pack remains fresh for up to five weeks, compared to the typical two-week lifespan of field-grown greens. The controlled environment eliminates external contaminants, enabling the company to produce lettuce that is clean, consistent, and free of pesticides.

By growing locally and distributing within the province, Haven Greens also reduces the environmental footprint associated with long-distance transportation. Currently, over 97 percent of Canada’s leafy greens are imported from the United States and Mexico. Haven Greens’ model directly addresses this imbalance, strengthening Canadian food security while supporting regional agriculture.

Image: Haven Greens

A Rapid Rise in the Retail Sector

Launched officially in early 2025, Haven Greens began with a modest distribution footprint but has quickly expanded across Ontario’s retail landscape. The brand’s leafy greens are now available at independent grocers such as Summerhill Market and larger chains including Metro, Sobeys, and Giant Tiger.

The exclusive Costco partnership represents a significant milestone in its retail journey. It positions Haven Greens alongside other trusted Canadian food producers that emphasize sustainability, transparency, and quality. The brand’s growing distribution network also includes food service clients in Quebec, Alberta, and the United States, expanding its reach well beyond provincial borders.

From Horse Racing Legacy to High-Tech Agriculture

Haven Greens’ story is deeply rooted in family and tradition. The operation was established by Jay Willmot, who transformed his family’s long-standing Kinghaven Farms from a world-renowned thoroughbred breeding operation into a forward-thinking agricultural enterprise.

Kinghaven Farms, founded by Donald G. “Bud” Willmot over five decades ago, was once synonymous with Canadian horse racing excellence. Today, under Jay’s leadership, it has evolved into a model of sustainable agriculture, merging legacy stewardship with technological innovation. His background in commerce, environmental studies, and law helped guide Haven Greens toward a vision that balances profitability with environmental responsibility.

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Haven Greens Launches Canada’s 1st Fully Automated Leafy Greens Greenhouse

Zvelle Unveils Innovative Campaign as Brand Reinvents Itself

By
Craig Patterson
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Zvelle Power and Purpose campaign image

Toronto-based luxury footwear label Zvelle has launched an ambitious new campaign filmed 200 feet beneath Niagara Falls, marking a striking new chapter for the Canadian brand as it completes a major rebrand and relaunch. The campaign, produced in collaboration with Niagara Parks, introduces Zvelle’s new direction as a men’s luxury footwear brand and reflects its evolving vision of Canadian creativity on the global stage.

Founded in 2015 by Elle AyoubZadeh, Zvelle built an international following for its artisanal women’s footwear and handbags, produced in small workshops in Florence, Italy. Known for its sculptural minimalism and symbolic detailing, the brand earned recognition among global tastemakers and celebrities including Denzel Washington, Will Smith, Coleman Domingo, and Jesse Williams.

Elle AyoubZadeh

In 2025, Zvelle underwent a full-scale transformation, transitioning from women’s to men’s footwear as part of AyoubZadeh’s long-term vision to redefine contemporary luxury through craftsmanship and storytelling. The move reflects broader changes in the fashion landscape, where authenticity, sustainability, and design integrity are increasingly valued over mass production.

“Our rebrand represents an evolution, not a departure,” said Elle AyoubZadeh, Founder and Creative Director of Zvelle. “We’ve always focused on meaningful craftsmanship and individuality. This next chapter allows us to explore those values through a new lens.”

The Lore Sneaker: Symbol of Reinvention

Zvelle’s new campaign introduces Lore, a stitch-free, handcrafted luxury sneaker designed to showcase the brand’s renewed focus on men’s footwear. Sculpted entirely by hand in Italy, the shoe combines the formality of a dress shoe with the casual ease of a sneaker.

The campaign places the Lore sneaker in one of Canada’s most dramatic environments—the Tunnel at the Niagara Parks Power Station. The 2,200-foot-long underground passage, carved more than a century ago, served as an industrial conduit for water from the Falls. Now restored as a public attraction, it provided the stage for a campaign that connects modern artistry with Canadian heritage.

“I wanted to show Canada not just as a backdrop for beauty, but as a source of it,” said AyoubZadeh. “Our identity can hold its own next to Paris or Milan. We just have to show it differently.”

The resulting visuals are minimalist and cinematic, contrasting the raw textures of the tunnel’s stone walls with the refined design of the Lore sneaker. The imagery reframes Niagara Falls from a tourist destination into a symbol of creative power, one that mirrors the brand’s own evolution.

Zvelle Power and Purpose campaign image

Collaboration with Niagara Parks

The partnership between Zvelle and Niagara Parks marks an innovative blend of fashion, heritage, and storytelling. For Niagara Parks, it represents an opportunity to showcase the country’s natural and historical landmarks through a creative and contemporary lens.

“Niagara Parks is proud to support bold, creative expressions in Canadian fashion,” said Chris Giles, Director of Sales, Marketing & Communications at Niagara Parks. “By partnering with Zvelle to showcase the historic Power Station and Tunnel, we are not just offering a backdrop—we are celebrating nature as a source of global inspiration and changing the way the world sees the Canadian landscape.”

The collaboration highlights a growing trend in Canadian luxury branding, where fashion companies increasingly turn to iconic domestic settings to ground their storytelling in authenticity and national identity.

Craftsmanship and Values

Despite its rebrand, Zvelle remains anchored in the craftsmanship that has defined it since its founding. Each shoe is handmade in Italy using ethically sourced materials and traditional techniques. AyoubZadeh continues to work with family-owned factories in Florence that emphasize attention to detail and sustainable production practices.

“The shift to men’s footwear gave us the opportunity to push design innovation while maintaining our core principles,” she said. “Every Zvelle product is made to last—it’s designed to age beautifully and to carry meaning.”

Zvelle’s design aesthetic also continues to weave in symbolic references, such as the brand’s inverted heart motif, drawn from the Persian number five. This detail represents emotional strength and endurance, values that remain central to the label’s identity even as it enters a new market.

Zvelle Power and Purpose campaign image

From the Arena to the Tunnel: A Storytelling Evolution

The Niagara campaign follows Zvelle’s earlier men’s debut, the Ray Arena collection, inspired by Theodore Roosevelt’s “Man in the Arena” speech. That campaign introduced Zvelle’s new creative direction, positioning the modern man as thoughtful, confident, and defined by quiet strength rather than overt display.

Together, the Ray Arena and Lore campaigns signal a broader narrative strategy for the brand—one that uses powerful imagery to explore themes of resilience, reflection, and identity. In both, AyoubZadeh has sought to communicate an emotional message through design, reinforcing Zvelle’s belief that luxury should be both expressive and purposeful.

Zvelle Power and Purpose campaign image

A Canadian Brand with Global Ambition

Zvelle’s evolution arrives at a time when Canadian designers are increasingly seeking to distinguish their brands internationally. By combining Italian craftsmanship, Canadian creative direction, and global storytelling, Zvelle positions itself among a growing cohort of Canadian fashion houses building worldwide recognition without abandoning their roots.

Zvelle’s footwear has been featured in The Impression, one of the fashion industry’s leading publications, and continues to attract attention for its sculptural, minimalist approach. The brand maintains private showrooms in Los Angeles and Milan, serving clients who appreciate its understated elegance and artisanal detail.

For AyoubZadeh, however, the brand’s success is as much about perspective as prestige. “Luxury is not about geography,” she said. “It’s about how something makes you feel when it’s made with intention. I want Zvelle to reflect the integrity and confidence of Canadian creativity.”

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Zvelle Reinvents as Men’s Luxury Shoe Brand

Playa Bowls signs master franchise agreement in Canada to launch its international expansion

By
Mario Toneguzzi
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Photo: Playa Bowls
Photo: Playa Bowls

Playa Bowls, a leading superfruit bowl shop with nearly 350 U.S. locations, has announced a master franchise agreement with Eat Up Canada Inc. to expand the brand across North America.

Known for partnering with high-growth U.S. restaurant concepts, Eat Up Canada Inc. marks Playa Bowls’ first international development deal and includes plans to open more than 160 shops nationwide.

John Cappasola
John Cappasola

“Playa Bowls is in a fast-growing category with tremendous momentum, and this agreement
marks a major step in our strategy to introduce our great-tasting menu full of health conscious
options to new markets,” said John Cappasola, CEO of Playa Bowls.

“George Heos and Alex Gerzon are exactly the kind of experienced operators we look to partner with; they are proven brand stewards and developers with deep expertise in scaling successful restaurant concepts.
From building a 50-unit Firehouse Subs portfolio to spearheading other emerging brands’
entrances into Canada, George and Alex bring the operational excellence, local insights, and
passion for growth that align with our values and vision for Playa Bowls’ continued expansion.”

After decades of restaurant industry experience with brands including KFC, Pizza Hut, Taco Bell, Burger King, Boston Pizza, and Recipe, Heos and Gerzon, the founders behind Eat Up Canada, successfully built a 50-unit Firehouse Subs portfolio in Canada. In the brief time since founding the current business two years ago, they’ve scaled Pokeworks to eight Canadian locations and also developed the MightyBird fast casual concept. With deep expertise in franchise development, real estate, operations, supply chain and marketing, Eat Up Canada is uniquely positioned to support rapid expansion of Playa Bowls throughout Canada.

Photo: Playa Bowls
Photo: Playa Bowls
George Heos
George Heos

“Playa Bowls is exactly the kind of high-growth, high-potential brand we look for,” said Heos. “Our team specializes in introducing standout U.S.
restaurant concepts to the Canadian market, and Playa Bowls fits that profile perfectly with their proven unit economics and a passionate following. Bringing a leading superfruit bowl brand into our portfolio allows us to tap into the demand for better-for-you dining at a time when consumers are more health-conscious than ever.”

Alex Gerzon
Alex Gerzon

“From the moment we experienced Playa Bowls, we were impressed by the quality of their product, the strength of their design, and the simplicity and scalability of their operational model,” said Gerzon. “We believe Playa Bowls is perfectly positioned for the Canadian market, and we’re excited to bring its vibrant energy and community-focused experience to neighborhoods across Canada.”

Earlier this year, Playa Bowls celebrated its 300th location in Atlanta’s Buckhead neighbourhood and has maintained a steady pace of domestic growth with dozens of additional shops debuting in the first three quarters of 2025. With more than 350 units currently in development across the U.S., Playa Bowls is on track to open 90-plus new shops before the end of the year.

“The agreement with Eat Up Canada represents a major milestone for Playa Bowls as it continues to build momentum both nationally and internationally for its fresh, vibrant concept. As the brand continues to enter new domestic markets in states like New York, Massachusetts, Ohio, Texas, Maine, Arizona, and California, Canada marks the next step in bringing Playa Bowls’ signature tropical escape to more guests around the world,” explained the company.

Photo: Playa Bowls
Photo: Playa Bowls

“Known as New Jersey’s original acai bowl shop, Playa Bowls is the nation’s leading superfruit
bowl shop serving up an extensive and unique menu of over 40 items, including the bright flavors of acai, pitaya, green and coconut bowls alongside oatmeal bowls, juices, smoothies, and cold brew made with the freshest, high-quality ingredients. What began as a pair of blenders, a patio table, and a fridge in 2014 has flourished into more than 300 shops nationwide that operate in 27 states, thousands of employees, and a mission to lead communities in healthy, sustainable living.”

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Eat Up Canada eyes expansion with focus on guest experience and innovative real estate strategy: George Heos

Freed & Freed’s ‘Pink for a Cause’ Launches Capsule Collection

By
Craig Patterson
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Freed team group photo for Pink for a Cause. Image: Freed & Freed website

In a heartfelt union of personal experience and community impact, Winnipeg-based outerwear brand Freed has launched Pink for a Cause, a capsule collection that embodies both fashion and philanthropy. The initiative, unveiled in October 2025 during Breast Cancer Awareness Month, is the brainchild of Marissa Freed, CEO and fourth-generation leader of the 104-year-old family company. All proceeds from sales go to research for survival care.

The Pink for a Cause collection holds deep personal meaning for Freed, who drew inspiration from her own recent journey as a breast cancer survivor. Through this initiative, proceeds from sales will go toward advancing breast cancer research, care, and post-treatment support for women navigating the long and often overlooked recovery process.

Marissa Freed

A Personal Journey Inspiring Purpose

Freed describes Pink for a Cause as the natural outcome of reflection and healing after a long, demanding medical journey. “I always knew once I felt better, I wanted to find some way to give back,” she shared in an interview with Retail Insider. “But I didn’t know how, where, or when. As I began to go through all of my journey, I realized that there are still too many unknowns and too many scenarios where you have to advocate for yourself.”

After undergoing three surgeries and completing chemotherapy, Freed began to feel like herself again only by mid-2025. “It took much longer than I anticipated,” she recalled. “I think I was finally 100 percent back to myself by July. Looking back at photos from that time felt surreal. It was like an out-of-body experience. You almost disassociate just so you can carry forward.”

Her story, one of perseverance, advocacy, and rediscovery, has become the foundation for Pink for a Cause. “All I want to do now is figure out how I can give back and make it easier for other women,” Freed explained.

Pink for a Cause. Image: Freed & Freed website

Designing ‘Pink for a Cause’: Sustainability Meets Symbolism

Like all of Freed & Freed’s designs, the Pink for a Cause capsule is guided by the company’s long-standing sustainability values. Freed emphasized that each piece in the collection is crafted from surplus or reclaimed materials, reflecting the brand’s zero-waste philosophy.

“We are very intentional about zero waste,” she said. “We use leftover fabrics from past seasons and produce in small runs so that we don’t overproduce or contribute to landfill. This is our version of doing our best from a sustainability standpoint.”

The capsule embraces a dusty rose pink, a hue that naturally aligns with both the cause and current fashion trends. “The stars just aligned where dusty pink is the colour of the moment,” Freed noted. “It represents breast cancer awareness while also being fashion-forward and timeless.”

The pieces themselves blend Freed & Freed’s hallmark of understated luxury with an emotionally resonant theme. Among the highlights are:

  • The Stella, a collarless full-length faux fur coat with a belt that merges elegance with comfort.
  • The Luna, a vegan suede coat with a soft faux fur lining and an oversized collar.
  • The Tiny Tote and Oversized Tote, both crafted in rose tones.

Freed noted that one of the brand’s fans, Lisa Corbo, fell in love with the oversized tote, “so much so that she got several.” The collection also includes multiple variations of pink tones to appeal to different personal styles. “Some people love a brighter pink; others prefer something softer,” Freed said. “But the dusty rose is the heart of the capsule.”

Pink for a Cause. Image: Freed & Freed website

Giving Back Through Fashion

Freed & Freed officially launched Pink for a Cause on October 1, aligning with Breast Cancer Awareness Month. The brand hopes to raise awareness not just about prevention and early detection but also about life after treatment, a stage often overlooked in public discourse.

“It’s just starting to gain momentum,” Freed said of the campaign. “We launched at the beginning of October, and I’m hoping more and more people will learn about it as time carries on. I’m speaking with a few different organizations to fine-tune where the proceeds will go, but I want them to contribute toward both early diagnosis and the continuation of life after treatment.”

Freed, who was diagnosed as BRCA1-positive and triple negative, initially thought of focusing donations on genetic breast cancer research. However, as she reflected on her own experience, her focus shifted toward improving quality of life for survivors.

“What I really want to do,” she said, “is support research into how we can avoid long-term disabilities that result from treatment. Many of us who survive are grateful but afterward, we face osteopenia, osteoporosis, and other lasting side effects. You finish treatment, and suddenly, you’re dropped off. There’s nobody there to guide you, and you have to advocate for yourself all over again.”

Freed hopes the Pink for a Cause initiative will spark broader conversations about survivorship, rehabilitation, and mental health. “We’re supposed to thrive at life,” she said. “We’ve survived, but we still carry the effects of treatment. If I can help make that easier for even a few women, then it’s worth it.”

Pink for a Cause. Image: Freed & Freed website

Freed & Freed: A Century of Craft and Compassion

Founded in 1921 by brothers David and Morris Freed, Freed & Freed began as a modest Winnipeg pants manufacturer before evolving into one of Canada’s premier outerwear makers. Over more than a century, the company has dressed the RCMP, Canadian Armed Forces, and Olympic teams, and produced garments for department stores such as Hudson’s Bay.

Under Marissa Freed’s leadership since the late 2000s, the company has become a model of modern Canadian craftsmanship and ethical production. Its 50,000-square-foot Winnipeg facility continues to employ nearly 100 people, maintaining a balance between domestic manufacturing and global collaboration.

Today, Freed & Freed’s in-house FREED line highlights vegan and cruelty-free materials, slow fashion principles, and sustainable luxury. “We produce less, but we produce better,” Freed explained. “Our customers care not just about how a garment looks but about what it represents.”

The Pink for a Cause collection is available through Freed & Freed’s website throughout October 2025 and beyond, marking a powerful intersection of fashion, sustainability, and humanity — crafted in Winnipeg, for women everywhere.

Link to shop Pink for a Cause.

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Canadian Brand Sona Cosmetics Launches Affordable Line

By
Craig Patterson
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Image: Sona Cosmetics

Canadian-born and women-owned Sona Cosmetics officially launched across Canada on September 18, bringing a fresh perspective to the country’s beauty landscape. Founded by industry veterans, the Montreal-based brand is redefining what affordable, high-quality cosmetics can look and feel like. Its mission, according to Co-Founder and Director of Brand Marketing Lauren Mezzaluna, is simple: to make “makeup without the markup” available to every Canadian consumer.

“We’re on a mission to bring thoughtfully curated and high-quality beauty products to everyone at affordable prices,” said Mezzaluna. “There’s a huge gap in the Canadian market when it comes to affordable, high-quality beauty products that also have a community and a story behind them. That’s exactly where Sona fits in.”

Lauren Mezzaluna
Lauren Mezzaluna

With its tagline, Beauty Without Barriers, Sona is addressing a shift in consumer expectations as Canadians seek both quality and inclusivity in personal care. The brand’s debut lineup combines effective skincare ingredients with on-trend formulations, reflecting a commitment to performance, accessibility, and cultural authenticity.

A Canadian Brand Filling a Market Gap

The inspiration behind Sona Cosmetics stemmed from what Mezzaluna describes as a growing disconnect between value and accessibility in the beauty market. Once-affordable drugstore products have seen prices rise steadily, while prestige beauty, dominated by American and global brands, often comes with a significant markup.

“We noticed Canadians were facing a form of FOMO,” she explained. “Consumers see brands in the U.S. offering trendy, affordable, high-performing products, but they’re not easily available here. Meanwhile, prices at local drugstores have climbed dramatically. Concealers that used to be $10 are now closer to $18, and some foundations that were once $15 are up to $36. We wanted to change that.”

With this launch, Sona joins a growing number of Canadian brands reclaiming market share by offering homegrown, cruelty-free alternatives to imported beauty products.

Image: Sona Cosmetics

Inclusive Formulations Meet Thoughtful Design

Every Sona product has been formulated to combine affordability with results. The debut collection features Tinted Lip Treatments, Peel Off Lip Stains, Glowy Lip Oils, Liquid Blush Wands, Liquid Contour Wands, and Jelly Cheek and Lip Tints, all priced between $6 and $12.

“Our formulas are comparable to what you’ll find at Sephora,” said Mezzaluna. “They’re as good, if not better, than many higher-priced products. We’re democratizing beauty by removing the unnecessary markups that inflate prices elsewhere.”

Each product features premium ingredients such as hyaluronic acid and peptides to nourish the skin while delivering high performance. The line is entirely cruelty-free, vegan, and meticulously tested to ensure consistent quality.

“We want our customers to feel confident that when they buy Sona, they’re getting luxurious quality at a price that makes sense,” said Emily David, Co-Founder and Director of Product. “Beauty should never feel exclusive or unattainable.”

Image: Sona Cosmetics

Building Community Through Sona World

Beyond products, Sona Cosmetics is positioning itself as a lifestyle brand rooted in community and inclusivity. Its marketing strategy centres on what the team calls Sona World, a growing digital and real-world ecosystem where consumers can interact with the brand, share experiences, and shape its evolution.

“When you follow us on Instagram, engage with our content, or shop our products, you’re becoming part of Sona World,” said Mezzaluna. “It’s about more than makeup. It’s about everyday empowerment, community, and connection.”

The brand’s early activations have included pop-ups at fitness studios such as Palani Studios and collaborations with local cafés to connect directly with consumers. With its core demographic of Gen Z and Gen Alpha shoppers, Sona is tapping into the power of social media, campus activations, and in-person experiences to build brand loyalty organically.

“Our younger consumers are leading beauty trends online,” Mezzaluna noted. “By reaching them first, we’re also reaching every generation they influence.”

A Bold Retail Strategy: Dollarama and Giant Tiger

Sona’s retail launch is unconventional. Instead of starting with specialty beauty chains, the brand chose mass retailers Dollarama and Giant Tiger as its first national partners.

“Millions of Canadians shop at Dollarama every month, about 93% of the population,” Mezzaluna explained. “That’s comparable to Walmart’s reach in the United States. We wanted to be where Canadians already shop. These stores see tremendous foot traffic, and they’re underrepresented when it comes to modern beauty offerings.”

By partnering with these retailers, Sona is redefining where Canadians can expect to find quality beauty products. “If you go to a Dollar General in the U.S., you’ll see a wide variety of affordable, trendy beauty brands. We’re bringing that same experience to Canadian consumers,” she said.

The company also plans to expand into additional mass-market retailers and drugstores, with announcements expected later this year.

Jelly cheek & lip tint. Image: Sona Cosmetics

E-Commerce as a Storytelling Platform

While retail partnerships are key to Sona’s accessibility, its e-commerce platform sonacosmetics.ca serves as the brand’s storytelling hub.

“Online is where we can really showcase who we are,” Mezzaluna said. “We control the visuals, share ingredient information, and show application videos so customers can truly understand how our products perform. Even though beauty is tactile, we’re creating a sensorial online experience that mirrors what you’d find in-store.”

The digital experience also allows for continuous evolution. “The product images and videos you see today will be updated often,” she added. “We’re always innovating to stay relevant and keep our content as fresh as our formulas.”

Continuous Innovation and New Product Launches

Sona’s strategy includes monthly product drops designed to keep pace with trends and maintain excitement. Each collection is carefully planned a year in advance, ensuring that every launch resonates with the brand’s audience while maintaining its affordability promise.

“Our next launch is at the end of the month, and then we have new products every month through 2025,” said Mezzaluna. “The item we’re most excited about right now is our Pressed Blush, available in four shades. It contains vitamin E, giving it a hydrating texture that blends seamlessly for a natural, blurred finish.”

Headquartered in Mount Royal, Quebec, just steps from the Royalmount development, Sona Cosmetics is deeply connected to its Canadian roots. The company’s leadership team is predominantly female, embodying the inclusivity it promotes through its products.

“Our entire team is based here in Canada,” Mezzaluna said. “We didn’t set out to emphasize it, but it’s something we’re proud of. Retailers love that we’re Canadian. They appreciate the accessibility of working directly with a homegrown company that shares their values.”

Looking ahead, Sona plans to build a strong domestic foundation before expanding internationally. “Our short-term goal is to become a well-known Canadian brand with a strong retail footprint,” said Mezzaluna. “Within five years, we want to expand into the U.S. and other markets while maintaining our price point and our Canadian values.”

Staying true to its roots while expanding globally may become Sona’s defining trait. “Inclusivity and accessibility aren’t marketing buzzwords for us,” Mezzaluna emphasized. “They’re the reason we exist. We want every person, regardless of budget or background, to be able to enjoy great makeup. That’s the essence of Sona.”

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