RONA inc., one of Canada’s leading home improvement retailers operating or servicing some 425 corporate and affiliated stores, is converting 15 Big Box stores to the RONA+ banner in May 2025.
The company continues to reposition the RONA brand, which is now its sole retail brand in Canada, it said in a news release on Thursday.
J.P. Towner
“The results are very positive for RONA+ locations in Québec, reflecting our customers’ enthusiasm for this enhanced store concept, which is why we’ve decided to convert more stores in the province. We are fortunate to have a strong brand that resonates with Québecers and has been operating in Québec for 85 years,” said J.P. Towner, President and Chief Executive Officer of RONA inc.
RONA+ provides a top-tier home improvement experience for PROs and DIYers alike thanks to its fair prices, well-designed product lines, flexible payment options, and more. Other “+” include dedicated areas for popular brands such as DeWalt, improvements in the kitchen and seasonal departments, and a complete overhaul of the PROs department, said the company.
Sylvain Proulx
“The conversions that took place earlier this year were a success, thanks in part to the significant contribution of our store teams,” said Sylvain Proulx, Regional Vice-President, Stores – Quebec. “With these new conversions, we are investing significantly to make our new Big Box store model available to more consumers in the province. Our priority during this transition is to offer our customers the best possible experience, and we will continue to serve them with the same passion.”
Saint-Bruno-de-Montarville – 1221 Boul. des Promenades, Saint-Bruno, QC
Trois-Rivières – 4025 Boul. des Récollets, Trois-Rivières, QC
Chicoutimi – 465 Boul. du Royaume Ouest, Chicoutimi, QC
Gatineau – 777 Boul. de la Cité, Gatineau, QC
Mascouche – 175 Montée Masson, Mascouche, QC
Anjou – 7273 Boul. des Galeries d’Anjou, Anjou, QC
Gatineau (Le Plateau) – 165 Boul. du Plateau, Gatineau, QC
Joliette – 2000 Boul. Firestone Est, Notre-Dame-des-Prairies, QC
Saint-Eustache – 440 Rue Dubois, Saint-Eustache, QC
Saint-Jean-sur-Richelieu – 170 Rue Moreau, Saint-Jean-sur-Richelieu, QC
Granby – 200 Rue Saint-Jude Nord, Granby, QC
Rimouski – 385 Boul. Arthur-Buies Est, Rimouski, QC
Brossard (dix30) – 9800 Boul. Leduc, Brossard, QC
RONA inc. is one of Canada’s leading home improvement retailers headquartered in Boucherville, Quebec. The RONA inc. network operates or services some 425 corporate and affiliated dealer stores under the RONA+, RONA, and Dick’s Lumber banners.
A recent study conducted by Léger on behalf of Heylist reveals that while 92% of Canadians do not consider themselves influencers, 74% of them report purchasing at least one product based on recommendations from friends, family, or acquaintances on social media.
Whether through friends, family members, or acquaintances, these online exchanges shape purchasing decisions, turning everyone into a potential influencer—often without even realizing it, said a news release.
Vicky Boudreau
“It’s not surprising that 27% of Canadians think that being an influencer requires a large audience. At Heylist, we aim to dispel this myth and allow as many people as possible to benefit from the booming creator economy. By highlighting the influential power of smaller creators, we are actively contributing to democratizing this industry,” explains Vicky Boudreau, CEO and co-founder of Heylist.
These smaller creators, known as nano-influencers, often have fewer than 10,000 followers online. Although their reach is more limited, they stand out due to their authenticity and direct connection with their community, said the release.
For brands, this presents an opportunity to connect with their customers in an authentic way through numerous trusted and genuine voices. It’s a trend to watch, especially as 46% of Canadians, including 67% of those aged 18-34, express a desire to collaborate with their favorite brands, it said.
“With a mission to provide opportunities for smaller influencers while simplifying marketers’ tasks, Heylist connects them through an easy-to-use platform. In addition to automating the steps in influencer marketing campaigns for its users, Heylist provides creators with the tools and support needed to succeed, regardless of their audience size,” said the company.
“It’s worth noting that last June, to support its growth, Heylist completed an oversubscribed funding round of $1.6 million, with major stakeholders including Accelia Capital, Investissement Québec, The51, and Anges Québec.”
Interior of The Rec Room Granville, photo credit: Tom Belding (CNW Group/Cineplex)
Cineplex, Canada’s leading entertainment and media company, is opening its Granville Street location of The Rec Room today in Vancouver.
The venue is Western Canada’s flagship location, set to become downtown Vancouver’s go-to destination for fun with three floors of endless entertainment, featuring amusement games, mini-golf, augmented reality darts, axe throwing, three dining destinations, private party rooms and live entertainment, said the company in a news release.
Ellis Jacob
“Granville Street holds a legacy of its own, historically known for fun and entertainment in downtown Vancouver, so we’re excited to become part of this iconic street,” said Ellis Jacob, President and CEO of Cineplex. “As leaders in entertainment, we’re adding the element of play to the community, paired with live entertainment and delicious food and beverages. We look forward to welcoming guests and ushering in a new era on this renowned entertainment strip.”
Spanning 45,000 square feet, Cineplex said the space seamlessly blends the historic sites of The Palms Hotel and Coronet Theatre buildings with a newly constructed development. Familiar to Cineplex, the site was also the location of Cineplex Odeon Granville 7, which the company operated until 2005.
“Excited to continue Cineplex’s legacy as part of Granville’s entertainment district, The Rec Room Granville celebrates the rich legacy of the street—once famously known as the “Street of Lights”—while preserving and honouring some of Vancouver’s most iconic landmarks. Guests will notice the Art Deco Dancer, prominently displayed on the exterior of the building and a stone replica on the ground-floor. Local legend says this iconic dancer was inspired by the original architect’s wife, a performer at the historic Coronet Theatre,” it said.
Interior of The Rec Room Granville, photo credit: Tom Belding (CNW Group/Cineplex)
The Rec Room Granville features:
Over 75 amusement games for endless play and friendly competition, where guests can win digital credits to exchange for prizes at The Trophy Case.
Attractions include augmented reality darts and axe throwing, mini golf and pool tables.
A stage for live entertainment, set to feature local bands, DJs, comedy shows and trivia nights.
The opening has generated close to 250 jobs.
Guests will have the choice of three dining options:
The ground-floor restaurant features a 75-seat bar, 160-seat dining area with an open kitchen and TVs for live sports. The menu was designed for social connection featuring favourites crafted with quality, like loaded nachos, lettuce wraps, jumbo wings and a decadent chocolate donut sundae. The Peach Don’t Kill My Vibe cocktail tower is perfect for sharing!
The Palms—a name derived from the location’s historic The Palms Hotel—a coastal inspired bar on the lower level, offering cabana-style seating and bold, flavourful, tropical inspired food and drinks including spiced jackfruit tacos, ahi tuna nachos and Clyde’s habanero margarita. The space also features a mural by local artist duo The WKNDRs.
The Shed, a quick-service restaurant located on the second floor offering a variety of drink and snack options including Buffalo chicken poutine and Korean corn dogs.
Cineplex is a top-tier Canadian brand that operates in the Film Entertainment and Content, Amusement and Leisure, and Media sectors. Cineplex offers a unique escape from the everyday to millions of guests through its circuit of 168 movie theatres and location-based entertainment venues. In addition to being Canada’s largest and most innovative film exhibitor, the company operates Canada’s favourite destination for ‘Eats & Entertainment’ (The Rec Room), complexes specially designed for teens and families (Playdium), and an entertainment concept that brings movies, amusement gaming, dining, and live performances together under one roof (Cineplex Junxion).
It also operates successful businesses in digital commerce (CineplexStore.com), alternative programming (Cineplex Events), motion picture distribution (Cineplex Pictures), cinema media (Cineplex Media) and digital place-based media (Cineplex Digital Media).
Cineplex is a partner in Scene+, Canada’s largest entertainment and lifestyle loyalty program.
Exterior of The Rec Room Granville, photo credit: Tom Belding (CNW Group/Cineplex)The Palms at The Rec Room Granville, photo credit: Tom Belding (CNW Group/Cineplex)
The Original Hot Chicken, a fast-casual concept specializing in Nashville-style hot chicken, has launched its first international brick-and-mortar location in Toronto.
As a flagship brand of Experiential Brands, an Atlanta-based global foodservice solutions company, The Original Hot Chicken’s debut into Canada is part of the brand’s plan to expand internationally and grow its footprint across North America, it said in a news release.
“The Original Hot Chicken’s Toronto opening signals a broader call for licensing partners ready to capitalize on the growing demand for premium fast-casual offerings which feature compelling unit economics including lower capital costs and operational simplicity. Situated at 20 Carlton Street between the bustling crossroads of Carlton and Yonge Streets, the 900-square-foot restaurant is optimized for both on-premises and takeout dining. Its graffiti-inspired interiors, vibrant pops of color, and bold design reflect the brand’s playful ethos and appeal to Toronto’s multicultural audience,” it said.
Experiential Brands said it specializes in scalable, chef-driven restaurant concepts, offering tailored solutions for operators—including licensing, white-label programs, and delivery-only models—to thrive in competitive markets.
“With this opening, we’re not just bringing a beloved American concept to Canada; we’re introducing a model designed to empower partners with proven tools for success,” said Aziz Hashim, founder and CEO of Experiential Brands. “The Original Hot Chicken’s vibrant menu and engaging guest experience are a perfect fit for the Canadian market, and we’re eager to collaborate with local licensing partners to expand our presence further.”
Photo: The Original Hot Chicken
Experiential Brands has established a dedicated supply chain in Canada, ensuring operational efficiency and consistent product quality. This infrastructure, combined with a robust support system for marketing, operations, and scalability, positions licensing partners for long-term success, it said.
“Rooted in Nashville tradition, The Original Hot Chicken offers a menu built around its signature pickle-brined, cornflake-rolled hot chicken, with customizable heat levels and the exclusive “Comeback Sauce.” Fan favorites include chicken sandwiches, tender baskets, and wings. The Toronto location offers fresh halal-certified proteins, ensuring inclusivity for the city’s diverse population. This highly anticipated expansion comes with an exclusive surprise for food lovers: a selective menu from Flametown Burgers, a crave-worthy new brand featuring irresistibly savory creations. Flametown Burgers reimagines classic comfort food with bold, modern twists, focusing on handcrafted burgers, signature sauces, and unforgettable flavors,” said the company, adding that it is actively seeking licensing partners to bring its unique dining experience to new markets in Canada.
Experiential Brands, is a leading foodservice solutions company specializing in scalable, chef-inspired restaurant concepts.
INDOCHINO Toronto King Street (Image: Dustin Fuhs)
INDOCHINO, the global leader in made-to-measure apparel, is poised to elevate its brand presence in 2025 through a strategic focus on brand development and customer engagement. Central to this initiative is the appointment of Ryane Askew as the new Vice President of Marketing, underscoring the company’s commitment to deepening consumer connections and driving sustained growth.
A New Chapter in Brand Evolution
Ryane Askew
“INDOCHINO has experienced remarkable growth over recent years, and we are now entering a new chapter where brand development will be central to our continued success,” stated Drew Green, Chief Executive Officer and President of INDOCHINO. “Ryane Askew brings a wealth of experience and a forward-thinking approach to marketing, making her the perfect fit to lead our efforts in shaping the future of the INDOCHINO brand.”
Ryane Askew is a seasoned growth leader with over 15 years of experience delivering impactful results for globally recognized brands, including Amazon, Nordstrom, Blue Nile, JCPenney, Pier 1 Imports, and Wyndham. Her expertise spans marketing, e-commerce, analytics, and technology, with a consistent focus on customer-centric leadership.
“I am thrilled to join INDOCHINO at such an exciting time in the company’s journey,” said Askew. “The INDOCHINO brand has always stood for quality, craftsmanship, and personalization, and I look forward to leading the team in building a stronger connection with our customers.”
Strategic Initiatives for 2025
Image: Drew Green, INDOCHINO CEO
As INDOCHINO looks toward the future, the company’s focus on brand development is expected to encompass a variety of initiatives, including refining its digital presence, expanding marketing efforts across channels, and enhancing the overall customer journey. With the appointment of Ryane Askew, INDOCHINO is confident that these initiatives will not only strengthen its position in the market but also solidify its reputation as a leader in custom apparel.
Since its founding in 2007, INDOCHINO has been at the forefront of revolutionizing men’s fashion by offering tailored suits and shirts at prices comparable to ready-to-wear alternatives. The company has successfully transitioned from an online-only brand to an omnichannel presence, with numerous showrooms across North America. In recent years, INDOCHINO has expanded its product offerings and entered new markets, including the launch of women’s made-to-measure apparel in 2023.
The Body Shop at CF Toronto Eaton Centre (Image: Dustin Fuhs)
The Body Shop Canada is set to enter a new chapter under the ownership of Serruya Private Equity Inc., the Markham, Ontario-based firm led by Michael Serruya, co-founder of the frozen yogurt chain Yogen Fruz. The cosmetics and skincare retailer confirmed in recent court filings that an agreement to sell all its assets was signed on December 6, with the deal expected to close on Monday.
The acquisition comes after a tumultuous year for the 44-year-old Canadian arm of the retailer, which has faced significant financial and operational hurdles. According to court records, Serruya Private Equity’s affiliate will purchase the company’s assets through a mix of cash and the assumption of certain liabilities. While the exact purchase price remains redacted, documents indicate that The Body Shop Canada’s creditors are owed between $11.5 million and $12.5 million.
A Rocky Road Leading to the Sale
The Body Shop Canada’s struggles came to light earlier this year when it filed for creditor protection in March, citing financial instability. At the time, the company closed 33 stores, leaving 72 locations operational. The Canadian business pointed to its parent company, European private equity firm Aurelius, as a key factor in its financial woes. In court filings, the Canadian arm alleged that Aurelius had “stripped it of cash” while burdening it with debt.
Michael Serruya
Despite these setbacks, public awareness of the company’s creditor protection proceedings triggered a surprising uptick in sales. However, the company continued to struggle due to its financial entanglement with its U.K.-based counterpart. The Body Shop Canada relied heavily on the U.K. operations for inventory, creating an additional layer of complexity.
“We were in a precarious situation,” said Jordan Searle, Head of The Body Shop Canada, in an affidavit filed earlier this year. “Our Canadian operations were profitable, but we needed to stabilize the business and find a sustainable future.”
By April, Searle revealed that there was sufficient interest from prospective buyers to pursue a sale. Following months of deliberation, an Ontario judge authorized the sale process in July. Interested parties were invited to submit offers by October 8, and court documents confirm that four bids were filed.
Serruya’s Plans for The Body Shop Canada
The deal’s complexity was heightened by the need for the Canadian operations to align with The Body Shop’s new U.K. ownership. Aurea Group, a French investment firm that purchased The Body Shop’s U.K. business earlier this year, indicated its preference to operate the Canadian arm through a franchise agreement.
Court filings reveal that Serruya Private Equity plans to enter into such a franchise agreement with Aurea Group before finalizing ownership. This arrangement ensures that The Body Shop Canada will continue to source its products from the U.K., safeguarding brand consistency. Franchising under Aurea’s leadership allows the Canadian business to remain part of the global brand while benefiting from Serruya’s strategic expertise.
Serruya Private Equity is no stranger to retail turnarounds. The firm has investments in several well-known consumer-facing businesses, including Second Cup Coffee Co., St. Louis Bar & Grill, Swensen’s, and Yogurty’s. Michael Serruya, the driving force behind the firm, has a reputation for reviving struggling brands and unlocking their growth potential.
The Body Shop Yorkdale
The Legacy of The Body Shop
Founded in 1976 by environmental activist Anita Roddick, The Body Shop emerged as a pioneer in ethical beauty products. Roddick’s mission was to create skincare and cosmetics that were not tested on animals and were produced through fair trade relationships with farmers and suppliers.
What began as a single store in Brighton, England, quickly evolved into a global phenomenon. By 2006, the brand was acquired by beauty giant L’Oréal for £652 million ($1.1 billion). L’Oréal later sold the company to Natura & Co., the Brazil-based owner of Avon, in 2017 for €1 billion ($1.4 billion). Most recently, Natura sold The Body Shop to Aurelius in 2023.
What Comes Next for The Body Shop Canada?
While the future remains uncertain, there is cautious optimism that Serruya Private Equity can inject the resources and expertise needed to stabilize The Body Shop Canada. The Canadian arm’s ability to retain a loyal customer base through this year’s turmoil is a positive indicator.
As part of the transition, Serruya Private Equity will likely focus on streamlining operations, improving the in-store experience, and enhancing e-commerce capabilities. The Body Shop Canada has an opportunity to reconnect with customers, particularly younger generations who align with its values. However, execution will be key.
Calgary is about to experience a groundbreaking journey into ancient Egypt with the arrival of Horizon of Khufu, an immersive virtual reality (VR) expedition. Opening at CF Chinook Centre on December 12 for a limited one-month engagement, this awe-inspiring attraction is brought to life by Paris-based Excurio and distributed by Montreal’s PHI Studio.
“This new VR experience will take you on a journey to explore ancient Egypt and the pyramid of Khufu,” said PHI Studio in a news release. “In a space of nearly 10,000 square feet, visitors will be transported to Cairo and freely wander through Ancient Egypt.”
Having already captivated close to 500,000 visitors in cities like Paris, London, Montreal, Shanghai, and New York, the Calgary debut promises to be a must-see cultural experience that combines history, technology, and breathtaking visuals.
Darren Milne
“Events like Horizon of Khufu are very impactful to CF Chinook Centre. Both because they offer our shoppers a new and distinctive entertainment experience and because it gives shoppers another reason to choose CF Chinook Centre. Building vibrant and engaging experiences for our shoppers is at the heart of our business, and we’re incredibly proud to bring our guests together to enjoy this truly unique event,” said Darren Milne, General Manager at Chinook Centre.
A VR Journey Through Time
Horizon of Khufu offers a 45-minute adventure where participants don VR headsets to explore the Great Pyramid of Khufu, a structure that has fascinated humanity for over 4,500 years. Visitors will roam freely through reconstructed galleries and spaces, many of which remain off-limits to the public in real life.
“The experience culminates in a climb to the pyramid’s peak, where a stunning view of modern Cairo and the Giza Plateau unfolds,” the release stated. “Participants will also embark on a solar barque along the Nile to witness the funerary rites of King Khufu, brought to life through the latest archaeological discoveries.”
Developed with guidance from Harvard Egyptologist Peter Der Manuelian and his team at the Giza Project, the experience ensures historical and architectural accuracy.
Natasha Gural of Forbes praised Excurio’s artistry, noting, “Not all VR experiences are worth the money, but Excurio has elevated it to an art form by evoking myriad emotions, the most genuine path to fostering empathy and amplifying the shared human experience.”
Bridging History and Technology
The Great Pyramid of Khufu, the last remaining Wonder of the Ancient World, was built between 2590 and 2565 BC. Standing at 146 metres, the pyramid represents a marvel of ancient architectural ingenuity.
Using state-of-the-art VR technology, Horizon of Khufu provides an unparalleled opportunity for participants to immerse themselves in this historical wonder. The production reflects three years of meticulous research and development, combining education and entertainment to captivate audiences of all ages.
Cultural Entertainment at Its Finest
The event’s Calgary debut marks an exciting chapter for PHI Studio, which is known for its innovative approach to immersive experiences. “PHI Studio has established a reputation as an incubator for cutting-edge talent and a catalyst for immersive, multidisciplinary projects,” said Phoebe Greenberg, Founder of PHI.
Horizon of Khufu is the first location-based entertainment experience distributed by PHI Studio, a testament to its growing role in the intersection of art, technology, and cultural storytelling.
Plan Your Visit
Tickets for Horizon of Khufu are now available online.
As pickleball is a rapidly growing sport, the Inclusive Place of Pickleball, or IPOP, will be opening its first location in British Columbia with the goal of expansion. Chris White, the CEO and founder of IPOP, discusses the benefits of the game and future plans.
“The most important word in our brand is inclusive – we are adaptable and want to be everywhere. Our brand is focused on maintaining mental health, improving lives in the long run, and aging healthily. This is why we are focused on creating an optimal pickleball centre with the best courts, quality programming, and a streamlined, enjoyable experience for the customer,” says White.
Chris White. Photo: LinkedIn
White’s journey and IPOP’s mission
During the pandemic, White found himself looking for connection, which led him to pickleball.
“During Covid, it was a really rough time for a lot of people. I was alone a lot of the time and didn’t have any interaction with people. Then I came across a park called Keswick Park, where people were playing pickleball, and I was intrigued by the sound and the laughter I heard. I rode my bike over and saw these people, all masked and spread out, playing pickleball. That day, I was there for four hours. I just made this group of friends, and I didn’t think about anything else. All I could think about was how to get back to that court the next day – pickleball saved my life.”
White’s new passion turned into a business opportunity.
“When the weather got bad in Canada, there were very limited options for playing indoors. That is when I saw a problem and a business opportunity. IPOP was born from the need to create a space where everybody could play, regardless of weather or other barriers. We want to make sure everyone feels welcome and has the opportunity to enjoy the game. This isn’t just about playing pickleball but about building a supportive, connected community. Our goal is to bring inclusive pickleball to the masses and secure access for future generations.”
White is making IPOP accessible to everyone no matter what barrier, including wheelchair accessibility.
Rendering of a future IPOP facility. Rendering Supplied.Rendering of a future IPOP facility. Rendering Supplied.
Expansion plans
IPOP is planning to open in the Lower Mainland area this winter. Before this, IPOP was using temporary locations in British Columbia.
White says IPOP is working on three locations in British Columbia: the Lower Mainland, Okanagan, Victoria, and Nanaimo. Okanagan is planned to open next summer, Victoria by 2025, and Nanaimo by 2026.
IPOP is also exploring opportunities across Canada, with plans to expand to Montreal next year. As the business is adaptable, it can go into different types of locations, such as retail and industrial areas. White says IPOP needs spaces with high ceilings and open areas for multiple courts, free of obstructions like columns.
Rendering of a future IPOP facility. Rendering Supplied.Rendering of a future IPOP facility. Rendering Supplied.
Adaptable concept
“As we are adaptable, we can put our concept into many different places, not just prime retail spaces but also industrial areas and raw land. We are also exploring other places in Canada, such as Quebec, Manitoba and Ontario. Our goal is to be where we are needed and create spaces that bring people together through the game of pickleball.”
White also mentions that shopping malls are ideal for their accessibility and foot traffic but is considering outdoor spaces like parking lots.
“Whether it is a vacant lot, an old grocery store, or a section of a mall, we can make it work. The key is to find a space where we can create an optimal playing environment and build a strong community.”
IPOP also offers programs for first responders, youths, and contributors to make pickleball accessible.
“We raise money through our tournaments and then subsidize those groups because they may not have financial access.”
Rendering of a future IPOP facility. Rendering Supplied.
Spreading awareness and health benefits of pickleball
White says pickleball offers a variety of health benefits: a full body workout and improved heart health, agility, and coordination.
“If you really want to improve your mental health, the fastest thing you can do is go to the local pickleball court, meet people, and play pickleball. You will feel better and be on the path to improving your longevity and mental health.”
He adds that pickleball improves physical fitness, reduces stress, and brings a “strong sense of community and connection.
The City of Lougheed: rendering: The City of Lougheed in Burnaby, BC. Rendering Supplied.
To promote pickleball’s health benefits, White partners with universities and collaborates with organizations like the BC Lung Foundation for research.
“Our goal is to create a welcoming environment where everyone can play and feel part of the community. As we expand, we are excited to bring the joy and benefits of pickleball to more people across Canada. With a focus on health, community, and inclusivity, IPOP aims to make pickleball a sport that all can enjoy, ensuring a lasting impact on both mental health and physical well-being.”
StyleDemocracy warehouse sale. Photo: StyleDemocracy
StyleDemocracy, a Canadian retail event company known for its large-scale warehouse sales, is transforming its business to include a more robust digital sales platform, all while continuing its successful in-person events.
Founded in 1999 by Michael Berg, the company has built strong relationships with global brands, offering an efficient solution for managing excess inventory. Now, under the leadership of his son, Oliver Berg, Vice President, and Alex Mazelow, Head of Digital, StyleDemocracy is expanding its reach, particularly through its evolving e-commerce strategy.
Business Origins and Growth in a Post-Pandemic World
Oliver Berg
StyleDemocracy’s roots go back to its origins in the retail industry. “My father started StyleDemocracy after our family business closed down. He leveraged his relationships with major retail brands to help manage excess inventory,” Oliver Berg explained. The company’s focus has always been on facilitating warehouse sales that allow brands to offload unsold stock while maintaining their brand integrity. From the start, StyleDemocracy worked with a wide array of high-profile brands, including Nike, Adidas, Ted Baker, and Max Mara, successfully filling a niche in the market.
The COVID-19 pandemic, however, forced a major shift in how the business operated. “We had to pivot when our in-person events were put on hold during the pandemic,” Berg shared. “Moving to e-commerce became necessary for us to continue serving our clients and keep the business running.” The shift proved beneficial, as post-pandemic retail saw a surge in excess inventory, making StyleDemocracy’s services more critical than ever.
Alex Mazelow
Before the pandemic, StyleDemocracy hosted around 10 to 12 events per year, mostly in the Greater Toronto Area. However, the demand for inventory liquidation skyrocketed in the aftermath of COVID-19, pushing the company to scale up operations. “In 2023, we hosted 20 events, and by 2024, we’re set to host 27, including several in the U.S.,” said Berg. The growth in demand reflects a broader trend in retail, where efficient inventory management has become a key priority for brands struggling with surplus stock.
StyleDemocracy’s E-Commerce Strategy Takes Shape
While the company’s warehouse events remain a staple, the move to e-commerce has been a vital part of its continued growth. Alex Mazelow, brought on as Head of Digital, has been tasked with guiding StyleDemocracy’s digital expansion. “We saw a massive opportunity to leverage our customer database, which has grown to over 400,000 people, and our strong social media following,” said Mazelow.
StyleDemocracy’s e-commerce strategy focuses on limited-time product drops that create a sense of urgency, mirroring the high-energy atmosphere of its warehouse sales. “We’re working with smaller quantities of in-demand products for each sale, offering a curated selection for a limited time,” Mazelow explained. These product drops will run between two and four days, designed to generate excitement and drive sales, much like the in-person events.
The company’s first post-pandemic e-commerce event launched last month for French luxury brand Christian Louboutin, known particularly for its footwear and bags. “The Christian Louboutin sale was fantastic,” said Mazelow. “We have more upcoming sales, including for brands 7 for All Mankind, Commes Des Garcons PLAY, and a designer fragrance sale in December”.
Balancing Physical and Digital Sales to Maximize Brand Value
Though e-commerce is growing, StyleDemocracy remains committed to its physical warehouse sales, which continue to deliver impressive results for both the company and its clients. The in-person events offer a unique shopping experience that online sales cannot fully replicate. “In-person sales have a much higher conversion rate,” said Berg. “When customers attend a warehouse sale, they’re more invested—they’ve traveled, sometimes waited in line, and once they’re inside, they’re far more likely to make a purchase.”
This level of customer commitment leads to conversion rates of 70 to 80 percent for warehouse events, compared to the 2 percent conversion rate that is considered strong for e-commerce. “We reserve our physical warehouse sales for larger quantities of inventory because the in-person experience drives mass conversion. It’s a different game than e-commerce,” Berg explained.
As demand for their services continues to rise, StyleDemocracy is expanding its physical footprint across North America. The company is hosting more events in major U.S. cities, capitalizing on its ability to rent large venues and run high-volume sales events. “Our warehouse sales are often held in spaces as large as 50,000 square feet, which allows us to manage significant amounts of inventory,” said Berg. This flexibility gives StyleDemocracy a competitive edge in the U.S. market, where similar event-based models don’t exist on the same scale.
StyleDemocracy warehouse sale. Photo: StyleDemocracy
Building the Future of StyleDemocracy’s Sales Model
Looking forward, StyleDemocracy is poised to continue its expansion, both in terms of physical events and e-commerce initiatives. The company recently introduced StyleDemocracy Club Plus, a membership program that offers exclusive benefits for just $14.99 per year. Members receive early access to both online and physical sales, which adds a level of exclusivity and drives further customer engagement. The program has already attracted 15,000 members and continues to grow as the company expands into new markets.
“We’re working to create a seamless, unified experience for our customers, whether they’re shopping in-person or online,” said Mazelow. “The Club Plus program is an important part of that strategy, allowing us to provide value to our most loyal customers in a way that aligns with their shopping preferences.”
The future of StyleDemocracy is bright as the company looks to further scale its operations, particularly in the United States. “There’s a huge market opportunity for us south of the border,” said Berg. “We’ve already made significant strides there, and we’re just getting started.”
With a business model that effectively combines large-scale physical events with the speed and agility of e-commerce, StyleDemocracy is well-positioned to remain a leader in the retail liquidation space. The company’s ability to adapt and innovate in response to market demands has set it on a trajectory for continued success in both Canada and the U.S.
The tax break applies to clothing, footwear, diapers, car seats, toys for children, jigsaw puzzles, physical video games, consoles and controllers, physical books, printed newspapers, Christmas and similar decorative trees, and food or beverages.
The purpose of this tax break is purportedly to offer financial relief to Canadians amid high food and housing costs. Minister of Public Services and Procurement Jean-Yves Duclos justified the decision as follows:
“Although inflation is down and our economy is strong, the cost of living remains a challenge for many middle-class Canadians. That is why the federal government is introducing a two-month tax break on groceries and everyday essentials.”
But while the tax break will indeed put more money into consumers’ pockets as the government claims, whether it will actually ease inflationary pressures is uncertain.
Inflationary pressure
Tax reductions often create an income effect by increasing disposable income and boosting demand for various goods and services. If supply isn’t able to keep pace with the rising demand, this can lead to higher inflation.
Historically, similar tax policies have had short-term inflationary effects. For instance, following Prime Minister Stephen Harper’s GST reductions in 2006 and 2008, prices temporarily spiked before stabilizing.
Prime Minister Justin Trudeau participates in an armchair discussion at the Sustainable Finance conference in Ottawa on Nov. 28, 2024. THE CANADIAN PRESS/Adrian Wyld
The holiday tax break will cost the government an estimated $6.3 billion, which will likely have a multiplier effect on the economy. This occurs when an initial injection of government spending leads to a larger overall impact on the economy as the money circulates through it.
While the tax-exempt goods represent a small fraction of GDP, this multiplier effect could drive notable GDP growth in early 2025.
Another key economic concern is the potential for “price stickiness,” where businesses fail to pass tax reductions onto consumers. For instance, when the Alberta government ended its 13-cent-per-litre gas tax in 2022, not all gas stations reduced prices equally. A similar situation could occur if businesses choose to keep prices near pre-tax levels to retain part of the tax savings.
The Canadian Federation of Independent Business has argued that the new policy will add confusion and increase administrative costs for affected businesses. It has called on the government to offer a $1,000 credit in their GST/HST accounts to offset the burden.
A customer shops at a grocery store in Sharon, Ont., in November 2024. The federal government has announced a sweeping promise to make goods like groceries, children’s clothing, Christmas trees and restaurant meals free from GST/HST between Dec. 14 and Feb. 15. THE CANADIAN PRESS/Chris Young
Sylvain Charlebois, a professor of food distribution and policy, has argued that the holiday tax break may seem like a relief but it could create long-term instability because the grocery savings are minimal and the benefits are disproportional.
Some businesses will likely see a boost in sales, however. Since all types of restaurant foods — dining in, takeout or delivery — will be covered by the tax break, restaurants will have a unique opportunity to attract more customers.
Winners and losers
There will be winners and losers from this tax policy, with the benefits disproportionately favouring higher-income earners. Wealthier households, who are less affected by inflation, are better positioned to take advantage of the tax break by spending more and saving more. These families will be able to more easily adjust their purchasing habits, such as stockpiling a year’s supply of baby diapers during the tax-free period.
This holiday tax break could exacerbate economic inequity — contrary to its stated objective. Taxes play a key role in reducing inequality, and any changes to the tax systems should consider that. Unfortunately, this GST reduction appears to fall short.
Moreover, the benefits are not distributed evenly across Canadian provinces and territories. Consumers from provinces with HST will not pay any taxes for the items listed in the policy, but those with standalone provincial sales taxes will still have to pay that tax. Alberta, which only charges GST, will be tax-free.
While the holiday tax break may offer limited economic relief, its potential adverse effects on inflation and income inequality cannot be overlooked. As such, we concur with Charlebois’s recommendation that permanently eliminating taxes on essential goods would deliver more equitable and lasting benefits.
About the authors:
Shahidul Islam, Professor Department of Anthropology, Economics, and Political Science, MacEwan University, and Subhadip Ghosh, Assistant Professor in Decision Sciences, School of Business, MacEwan University.
Disclosure statement
The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.
