This investment marks a milestone in SECTION 35’s journey toward expanding its reach and deepening its impact in both the fashion industry and Indigenous communities, the company said in a news release.
“Founded by Justin Jacob Louis, SECTION 35 is more than just a streetwear label—it’s a movement that merges contemporary fashion with Indigenous culture and history. Known for its bold designs, meaningful storytelling, and collaborations with Indigenous artists, SECTION 35 has gained widespread attention for breaking boundaries and reclaiming space for Indigenous voices in the global fashion scene,” said the company.
It said the partnership with Raven will fuel SECTION 35’s growth plans, allowing the company to scale its operations, enhance its product offerings, and expand into new markets. This investment also aligns with Raven’s mission to foster the success of Indigenous enterprises that drive positive social, cultural, and environmental impact.
Justin Jacob Louis
“We are incredibly excited to partner with Raven Indigenous Capital Partners,” said Louis. “Raven’s belief in our company and its vision, through this investment, will allow us to continue honouring our people and culture through fashion, while building a sustainable, thriving business that reflects our values. With Raven’s support and partnership, we believe that the best is yet to come.”
Sean McCormick
“SECTION 35 represents the future of Indigenous entrepreneurship—innovative, culture-driven, and impactful,” said Sean McCormick, General Partner at Raven. “Our investment reflects our belief in Section 35’s ability to reshape perceptions of Indigenous fashion while creating real opportunities for Indigenous artists, creators, and communities. We are proud to be part of this next chapter.”
SECTION 35 said it remains committed to amplifying Indigenous perspectives in fashion and supporting community-focused initiatives. With Raven’s investment, SECTION 35 said it will also explore new ways to give back, uplift Indigenous youth, and create lasting social impact.
The brand was founded in Vancouver and is currently based in Chilliwack, BC. It blends contemporary fashion with Indigenous storytelling, art and culture. It was founded in 2016 with a mission to honour and amplify Indigenous art, fashion and culture through high-quality, stylish clothing designed for all. The company is currently planning an expansion into a new location at District 1881 to offer a better retail experience for its customers. The new location is expected to open in early November.
Raven Indigenous Capital Partners is a Vancouver-based venture capital firm that invests in innovative, scalable, and culture-driven Indigenous businesses. Raven’s mission is to empower Indigenous entrepreneurs who are generating positive social, environmental, and economic outcomes. By investing in Indigenous-led enterprises.
Musician and entrepreneur Rihanna attends an event for her lingerie line Savage X Fenty at the Westin Bonaventure Hotel in Los Angeles on Aug. 28, 2021. (Jordan Strauss/Invision/AP)
Over the past decade, there has been a significant rise of celebrity brands. Recent data from NielsenIQ, a global marketing research firm, shows just how significant this boom has become.
Celebrity beauty brands collectively achieved $1.1 billion in sales from November 2022 to November 2023. Interestingly, these brands experienced a growth rate of 57.8 per cent, far outpacing the overall beauty category’s growth of 11.1 per cent during the same period.
Celebrity brands are products or services created, endorsed or owned by famous individuals who leverage their fame to influence consumer decisions. With the rise of social media and the emergence of digital celebrities, these celebrity brands have become increasingly prominent.
On the surface, the appeal seems straightforward for both celebrities and consumers. Celebrities use their influence to develop brands that bypass the typical awareness stage, entering consumers’ consideration immediately upon launch.
Consumers, in turn, expect that a celebrity they admire will offer high-quality products that resonate with their preferences and values. However, this trust can quickly erode when products fail to meet expectations.
There are three key reasons that can often lead to the downfall of these ventures: product quality, authenticity and misalignment of positioning with the target market.
Selena Gomez poses at the Rare Impact Fund Benefit, on Oct. 4, 2023, at Nya Studios in Los Angeles. Her makeup brand, Rare Beauty, is one of the most successful celebrity beauty brands, making $350 million in 2023. (AP Photo/Chris Pizzello)
Consumers expect that products endorsed by their favourite celebrities will live up to a high standard. When this expectation is not met, trust is quickly eroded. This falls in line with the expectation confirmation theory, which suggests consumer satisfaction is shaped by the relationship between initial expectations and the actual performance of the product.
An example of this is Kylie Jenner’s skincare brand, Kylie Skin, which came under fire shortly after its launch for promoting a walnut scrub. Skincare professionals and consumers criticized the product, for being too harsh for the skin and potentially causing microtears. This raised questions about the product safety and hurt the brand’s reputation early on.
Consumers expect products to deliver on promises, and if quality is lacking, no amount of celebrity endorsement can save the brand.
The value of authenticity
Younger consumers especially value authenticity in celebrity brands. Consumers are increasingly drawn to brands that feel like a true extension of the celebrity’s personal brand and values.
When a brand feels disingenuous or disconnected from the celebrity, it often results in strong backlash. Given the heightened expectations surrounding celebrity-backed ventures, any perceived inauthenticity tends to amplify negative word-of-mouth, even more so than traditional brands.
For example, in the case of Millie Bobby Brown’s Florence by Mills, the brand faced early challenges, particularly regarding its authenticity and the quality of its marketing.
Shortly after its 2019 launch, Brown was criticized for faking a skincare routine video in which she appeared to mimic applying her products without actually using them. This misstep raised doubts about her involvement in the brand and its authenticity, leading to public backlash.
Misalignment between what celebrities think their target market wants and what the market actually desires can severely impact a brand’s success. An example of misalignment in brand positioning is Jessica Alba’s Honest Beauty.
Initially launched as part of the Honest Company, which focuses on safe, non-toxic baby products, Honest Beauty faced challenges when it expanded into skincare. Issues like the 2015 sunscreen backlash where consumers reported sunburns despite using the product, and other allegations of misleading product claims, eroded trust.
Additionally, while the brand was positioned as eco-conscious and affordable, some premium-priced products alienated a portion of the target audience, creating a disconnect between its mission and consumer expectations.
In essence, successful brands must align their positioning — how the brand is perceived in the minds of the consumers — with the celebrity’s image and their audience’s expectations to avoid such challenges.
The future of celebrity brands
As the market continues to evolve and consumers become more discerning about the products they buy, the success of celebrity brands requires more than just star power these days. The era of slapping a famous name on any product and expecting it to sell is over.
With the market becoming increasingly competitive, longevity is now a critical measure of success. While some brands may enjoy an initial boost of interest upon launch, the real challenge lies in sustaining that momentum over time.
To stand out in today’s crowded marketplace, celebrity brands must demonstrate substance, quality and purpose. Today’s consumers are looking for brands that go beyond the surface, offering consumers real value, authenticity and a commitment to social responsibility. Celebrity brands must work to prove their worth and longevity to consumers.
As we move forward, the focus will shift from the sheer number of celebrity brand launches to which ones are truly deserving of consumers’ trust in a space that continues to be increasingly competitive.
Omar H. Fares is a lecturer of Marketing in the Lazaridis School of Business and Economics, Wilfrid Laurier University.
Tahini’s Restaurants, renowned for its Mediterranean fusion cuisine and recognized as one of Canada’s fastest-growing restaurant chains, has unveiled a major expansion plan after hitting a milestone 50th store opening in the country.
“We are thrilled to bring the unique flavours of Tahini’s to more communities across Canada and the United States,” said Omar Hamam, Founder and CEO of Tahini’s Restaurants. “Our 50th store opening is just the beginning of what’s to come. We are poised for double-digit growth in 2025 as we continue our rapid expansion and bring our beloved dishes to new regions.”
What began as a single, small restaurant in London, Ontario, has evolved into a thriving franchise celebrated nationwide. The opening of Tahini’s 50th store marks a significant milestone in the brand’s rapid growth and unwavering dedication to delivering exceptional dining experiences across North America, said the company. Building on this momentum, Tahini’s is set to launch 10 new locations by the end of 2024, including a second location in Ottawa, an expansion into Edmonton and new stores in North Vancouver and the Mainland region set for early 2025. Hamam said another 50 are expected to open next year.
The brand is in BC, Alberta and Ontario. It is talking with people in Saskatchewan, Manitoba and the East Coast.
Hamam said the brand is set to debut in the United States with several East Coast locations on the way, marking a bold step forward in its vision to become a leading brand in the North American restaurant market. Within the next year, he hopes to open six locations within the next year – New Jersey, Washington, Alabama, Orlando, Austin.
“I think the States is a very exciting market. It’s where all the magic happens as well.”
“We sell Mediterranean fusion cuisine. It’s not just Mediterranean food as in shawarma but it’s also infused with Indian cuisine. For example, a butter chicken shawarma or the Jamaican cuisine like the Jamaican jerk chicken shawarma,” said Hamam.
The company’s first franchisee opened in 2020 during COVID. Today, of the 50 locations, all of them, but two, are operated as franchises.
The 50th store opened recently in Edmonton, debuting in the Alberta city.
“Our offerings are very unique. We don’t sell just shawarma’s. Our food is very delicious and good. Canada is a very diverse culture and this is how the idea came first. So you always look at your customer and say okay what does the customer want, not what do you want to sell,” explained Hamam. “I thought Canada was a meltiing pot for all cultures. So I thought why don’t we make the concept a melting pot for all cultures. That’s when we came up with the flavours, different cuisines, infused with the Mediterranean concept.
“I think it was a great success because it proved that people loved these flavours. They loved the butter chicken shawarma. They loved the Jamaican jerk. And we’ve also gone and done things that were completely outside the box.”
Tahini’s is set to amplify its presence across Canada and the United States with ambitious plans for global expansion. The brand is projected to double its footprint, aiming for a total of 100 restaurants by 2025.
Hamam said today’s consumer wants to eat healthy and flavourful food.
The company also operates Tahini’s Kitchen within select FreshCo locations, a Sobey’s banner, and offering a selection of Tahini’s retail packaged products through select grocers. The brand has been fueled by nearly two billion views across all of its social media channels.
“Our social media is explosive. We have YouTube and TikTok followers more than almost any chain out there. We connect with the customers through our videos and our food,” said Hamam, adding there’s a combined five million followers of the brand on social media.
He attributed the success of the social media videos to the fact they are funny and the brand is having some fun with them as opposed to just sharing photos of food.
“People want to see funny things. So we just try to be as funny as possible and we try to give consumers an emotional connection with the brand.”
BHC Chicken at The Well in Toronto. Photo: BHC Chicken
Dining Brands Group (formerly BHC Group), a leading Korean food and beverage company known for its diverse portfolio of brands, has launched its first North American flagship store for its renowned fried chicken brand, BHC Chicken at The Well, located at 486 Front St W, Toronto.
David Song
David Song, CEO of BHC Chicken, said it is Korea’s leading chicken brand.
“Just over 10 years ago, BHC Chicken ranked around 10th in the industry, but through continuous innovation—such as developing new menu items and practicing cooperative management with franchisees—it has grown rapidly. In 2022, BHC Chicken surpassed $400 million in sales for the first time, becoming the No. 1 brand in the industry. Last year, it maintained its top position in sales for the second consecutive year, firmly establishing itself as Korea’s premier chicken brand,” he said.
“BHC Chicken has made three promises to achieve customer satisfaction on its way to the top: “Better taste,” “Better cleanliness,” and “Better service.” First, to offer “better-tasting” chicken, BHC Chicken focuses on developing new menu items. Each year, the brand releases more than two new menu items, providing customers with exciting new flavors while giving franchisees opportunities to boost sales.
“One such innovation is BHC Chicken’s signature menu, “Bburinkle,” which revolutionized the chicken industry. Following this success, BHC introduced other hit items like “Matcho King,” “Gold King,” “Mabeokle,” and the popular “Cheese Balls,” writing a success story of iconic dishes in Korea’s chicken industry. BHC Chicken continues to develop innovative menu items through relentless research at the BHC Group’s R&D centre.”
BHC stands for “Better Happier Choice.”
Song said the company operates about 2,200 stores in South Korea and a total of 23 global stores across six countries, including Canada, the United States, Hong Kong, Singapore, Malaysia, and Thailand. The Toronto flagship restaurant is BHC’s first location in Canada.
“Toronto is the largest city in Canada and serves as the country’s economic and cultural hub. It is also one of the largest financial cities in North America,” he said.
“The Toronto store is approximately 2,560 square feet and has around 90 seats. The Well is located in a newly trending area in downtown Toronto, making it a hot spot.
“We are currently seeking potential locations for additional openings. Company-owned stores will be limited to flagship locations, with plans to expand through franchising in the future.”
The Toronto restaurant will be serving the brand’s signature fried chicken dishes such as Bburinkle and Matcho King, along with popular Korean foods like Tteokbokki. The menu will also include items tailored to local tastes, such as Chicken Lasagna, Sandwiches, and Poutine, to cater to the Toronto market.
Dining Brands Group Co., Ltd. is the new name for BHC Co., Ltd., a global comprehensive dining company that operates various brands including the casual dining restaurant Outback Steakhouse, the premium Korean beef specialty restaurant Changgo 43, Korea’s leading chicken brand BHC Chicken, and other brands such as Keunmam Halmae Koean Restaurant and Super Duper. By the end of this year, it plans to operate 30 stores in seven countries, with further expansion to 500 stores across 11 countries within the next five years.
“Fried chicken, with its juicy and tender meat, rich flavors, and crispy coating, creates an ideal balance of taste that is loved not only in Korea but worldwide. BHC Chicken’s fried chicken is a timeless favourite, enjoying steady popularity both domestically and internationally. It is particularly well-received in countries like the United States, Singapore, Thailand, and more. In addition, BHC Chicken’s “Hot Fried Chicken,” a product developed with the brand’s unique technology, has seen a surge in sales in the Korean market. Without any sauce, “Hot Fried Chicken” uses a spicy seasoning to create a distinctive, bold flavor, appealing to consumers who prefer a crispy, spicy fried chicken without sauce,” said Song.
“Lastly, BHC Chicken’s “Bburinkle,” an innovative product that set a new trend in the chicken industry, remains the top-selling item, enjoying overwhelming popularity. First introduced to the Korean market in 2014, “Bburinkle” is celebrating its 10th anniversary this year. This new-concept chicken, featuring a special cheese seasoning developed by BHC Chicken, is paired with a sweet-and-sour “Bburinkle” dipping sauce, offering a fun and unique eating experience. By creating a new category in the Korean chicken market, previously dominated by traditional fried and seasoned chicken, “Bburinkle” continues to receive immense love to this day.”
Retail Insider is streamlining its Canadian retail news from around the web to include a handful of top news stories that can be viewed quickly during the day. Here are the top stories from the past 24 hours.
TNT The New Trend flagship store at Yorkville Village in Toronto. Photo: TNT
TNT The New Trend the iconic family-owned fashion retailer, is celebrating 30 years of style, innovation, and connection.
Founded three decades ago by Arie Assaraf and Carrie Richmond, TNT has grown from its flagship store on Eglinton Avenue to become a staple of the Canadian fashion scene, with locations in Yorkville, Bayview Village, Eglinton, and Montreal, an innovative online business as well as an affiliate in Melbourne, Australia.
As part of this 30 year milestone, TNT opened its brand-new 20,000-square-foot flagship store in Yorkville Village Mall at 87 Avenue Road, Toronto. The expansive space is dedicated to both men’s and women’s fashion, embodying TNT’s unique blend of curated luxury and personalized service. The new design reflects TNT’s ongoing commitment to creating an inviting, modern shopping environment that stays true to its roots of offering eclectic, high-quality fashion, said the retailer.
Inside TNT The New Trend flagship store at Yorkville Village in Toronto. Photo: TNT
“We’ve always believed in the power of relationships,” said Arie Assaraf. “Our customers are part of the TNT family, and our close-knit partnerships have allowed us to evolve and stay dynamic over the years.”
The flagship opened in March.
“Men and women together which is the first time we actually had the men and women under one umbrella,” he said. “Usually before that, the women’s store was downstairs and the men’s store was upstairs. And I’ve been working on it since before COVID with Yorkville Village. It made such a huge difference to our business.
“We’ve been 30 years in the business. We’re very local. Super local. Our relationships with our customers are very important. So the growth that we had in 30 years with the business it was organic growth. Everything happened in the time we were ready for it and I knew we were ready to do something more important. I’m a storyteller and I wanted to make sure that we had enough space to tell the story, specifically with all the collaboration we have with a lot of designers. We do a lot of pop ups. We do a lot of events.
Photo: TNT
“And that space speaks for itself and that makes a big difference. Now everything is on one floor. Before that we had different floors. So it was a little bit more challenging for the customer to see the full picture, the full story, of what we do. And since we opened it the customers really see the full story of my buy, of everything we buy. Also, it’s allowing me as a buyer, allowing us, to tell a better story, a more defined story.”
Assaraf, Carrie Richmond and their children Aidan and Jade are behind the success of the family-operated business, which was founded in 1994 with the original flagship store on Eglinton Avenue.
TNT carries an extensive array of international brands representing the best of both established and emerging designers. A pillar of style and quality, TNT has everything to complete one’s closet from essential wardrobe staples to modern fashion trends. TNT’s highly attentive personalized service creates the ultimate shopping experience for Mens, Womens and Kids fashion.
TNT The New Trend flagship store at Yorkville Village in Toronto. Photo: TNT
The retailer has built a brand where customers, team members, and partners are treated like family. This core value has been a driving force behind TNT’s lasting success in an ever-changing retail landscape. For the past three decades, TNT has served three generations.
As the retail world has transformed over the past three decades, TNT has remained a leader by embracing change while staying true to its commitment to offering best-in-class brands, a dedicated team, and an exceptional shopping experience. From essential wardrobe staples to the latest trends, TNT continues to curate a diverse selection of international designers, bringing the best of both established and emerging talent to its loyal customers, added Assaraf.
“Our success is a reflection of the people we’ve worked with—our dedicated team, incredible designers, and loyal customers,” said Carrie Richmond, co-founder of TNT. “It’s the synergy between our staff and the brands we carry that allows us to create an exceptional experience .”
Assaraf said he is very positive for the future in retail.
“A lot of people wrote off retail and they were saying the future is about online, ecom, ecom, ecom. I never believed in ecom being the dominating factor for retailers like us. We have our ecom of course that we launched during COVID that was focusing on the Canadian customer. But we look at it as more the window of opportunity us so people are going to know us more. Of course, we do very good business in Canada online but they represent only 20 per cent of our business,” he explained.
“And I really believe in retail because I feel specifically now we’re seeing the difference. People want the experience. The customer wants to come in to have a personal shopper to take care of them because we are full closet. When I buy, I buy for the full closet.
“So I feel for us in Toronto with the landscape of what’s happening today, I feel very positive. But we’re very cautious, we’re very optimistic, working really hard to bring new brands, new experiences. Definitely every month we have pop ups happening, events happening. I think today that’s what the customers really need today. Number one they need also newness every season and that’s our job. I travel everywhere. We bring small brands, we experiment with brands and of course we also have some of the bigger brands that we do bigger stories.”
Neo Coffee Bar announced Wednesday the soft opening of its newest location at Yonge X Gloucester, located at 12 Gloucester Street, just steps away from the Wellesley subway station.
This new coffee destination offers a serene and minimalist environment, providing a peaceful escape from the bustling downtown core, said the company in a news release.
The new location features Neo Coffee Bar’s signature design elements, including curvilinear concrete walls, warm wood accents, and modern furniture, creating a calming atmosphere where guests can enjoy premium coffee in a truly unique setting. Neo Coffee Bar at Yonge X Gloucester is set to become a must-visit for coffee lovers and those seeking a retreat in the heart of the city, it said.
Kengo Torikai
“We’ve created a space that offers more than just coffee. It’s a place for our guests to unwind, find respite from the city, and enjoy the calm of a thoughtfully designed environment,” said Kengo Torikai, Manager of Operations at Neo Coffee Bar. “As we continue to expand, Yonge X Gloucester marks our fifth location, and we’re excited to bring our unique coffee experience, influenced by Japanese flavours and design, to even more people.”
Established in August 2015, Neo Coffee Bar’s mission is to bring the finest coffees and classic yet innovative Japanese treats to the public. The desserts, crafted by head pâtissier, reflect a passion for Japanese-inspired baking, while skilled baristas create drinks that are both visually stunning and delicious, explained the brand.
Neo Coffee Bar
The company said guests are invited to explore the new location during its soft opening phase, where they can enjoy a premium coffee experience in the city’s newest coffee oasis. Follow Neo Coffee Bar on social media for updates and upcoming announcements.
“Neo Coffee Bar offers an authentic blend of Japanese influences, from its unique desserts to its serene design elements, delivering a one-of-a-kind experience. As we continue to expand, we remain committed to offering premium coffee experiences with a distinct Japanese touch,” it said.
The 54,000-square-foot store will offer T&T’s signature selection of Asian groceries and fresh produce, along with a self-serve hot food counter, and the beloved Chicken Daddy, a customer favourite. The grand opening festivities will begin at 8 a.m. with a traditional lion dance, a nod to the store’s cultural heritage, and the doors will officially open to the public at 9 a.m.
Strategic Expansion in the Growing South Shore
T&T’s expansion into Brossard marks a significant milestone for the company as it continues to grow its footprint in Quebec. Tina Lee, CEO of T&T Supermarkets, said, “South Shore was one of the most requested areas by our community. After the warm reception we received in Montreal, we knew Brossard’s Quartier DIX30 was the ideal spot for our second store.”
Located within Quartier DIX30, Canada’s second-largest retail centre, the new T&T store will cater to a vibrant and growing community. The shopping centre, which spans over 3.2 million square feet, benefits from the REM (Réseau express métropolitain) stations.
T&T Supermarket. Photo: T&T Supermarket
Nicholas Kassis, Head of Leasing at Quartier DIX30, emphasized how T&T’s presence aligns with the centre’s redevelopment strategy. “We saw the potential in Brossard’s South Shore, especially with the growing Asian community. Bringing in T&T is not just about filling a retail space—it’s about elevating the overall shopping experience and attracting new visitors to the area.”
T&T Supermarkets’ Community Focus and Future Vision
T&T Supermarkets has a well-established reputation for offering high-quality products tailored to Canada’s Asian communities. The company, founded in Vancouver in 1993, has since grown to 33 locations across British Columbia, Alberta, Ontario, and Quebec. Its expansion into Brossard reflects T&T’s broader strategy of meeting the growing demand for authentic Asian products while also serving as a key anchor in major retail developments across the country.
The new T&T Supermarket at Quartier DIX30 will not only offer a range of groceries and ready-to-eat meals, but also a wide selection of T&T private label products, including popular snacks, sauces, and household essentials.
T&T Supermarket team and Carbonleo team group photo at the Brossard store front. Photo: T&T Supermarket
A Boost for Quartier DIX30 and Local Retail Landscape
The opening of T&T at Quartier DIX30 is expected to bring a fresh wave of traffic to the shopping centre, which has been undergoing extensive redevelopment under the management of Carbonleo since 2022. New residential units in the surrounding area and the integration of the REM train network will position Quartier DIX30 for significant growth in the future.
“This is more than just a store opening,” said Kassis. “It’s a transformative step in the revitalization of Quartier DIX30. The combination of T&T’s unique offerings and the centre’s ongoing redevelopment will help us attract a broader customer base and create a vibrant community space.”
With the addition of T&T Supermarkets, Quartier DIX30 continues to strengthen its position as a retail destination in the Montreal area. It offers a diverse mix of retailers, restaurants, and services that cater to a wide range of consumer needs.
Padam Dugal, Store Manager, RONA Scarborough Midland, and team members. (CNW Group/RONA inc.)
The RONA Foundation, which oversees the philanthropic activities of RONA inc., one of Canada’s leading home improvement retailers operating the RONA+, RONA, and Dick’s Lumber banners, announced Wednesday it raised more than $515,000 in its recent Sweet Home campaign.
The campaign ran from September 1 to October 7. The funds will be used towards revitalizing living environments or improving access to housing for victims of domestic violence and their children, low-income families, and people with disabilities or mental health issues. The 150 organizations were selected by each local team.
Josée Lafitte
“In its second year, the Home Sweet Home campaign showed just how strong our network is and how committed we all are to creating positive change in our communities. Together, we can make a profound and lasting difference in the lives of the most vulnerable populations. I am so proud of what we’ve achieved here,” said Josée Lafitte, Director of the RONA Foundation.
The campaign ran in all of RONA’s corporate stores, as well as in selected distribution centres and participating RONA affiliated stores across the country. The donations were collected through in-store checkouts and during online purchases on the rona.ca website.
The RONA Foundation, established in 1998, oversees RONA inc.’s philanthropic activities and supports non-profit organizations that make a significant impact in their communities. For its 25th anniversary, the RONA Foundation redefined its mission, which is to improve the quality of life of Canadians in need by revitalizing their living environments and improving access to housing. More specifically, it aims to help victims of domestic violence and their children, low-income families, and people with disabilities or mental health issues.
RONA inc., headquartered in Boucherville, Québec, is one of Canada’s leading home improvement retailers. The RONA inc. network operates or services some 425 corporate and affiliated dealer stores under the RONA+, RONA, and Dick’s Lumber banners.
SMEG and OVO Collaborate for Exclusive Appliance Collection. Image - SMEG x OVO (CNW Group/SMEG Canada)
SMEG, known for its iconic Italian-designed appliances, has partnered with October’s Very Own (OVO), the globally recognized lifestyle brand co-founded by Toronto’s hip-hop star Drake.
The collaboration brings SMEG’s retro 1950s-style products into the world of contemporary streetwear with a new limited-edition collection that merges high-end design with urban culture.
The SMEG x OVO collection launched last week, offering customers a unique opportunity to bring fashion into the kitchen. It includes three core products— a mini fridge, two-slice toaster, and kettle—each designed in bold black and white with gold accents and the recognizable OVO owl logo.
SMEG x OVO Collaboration: Fashion Meets Functionality
SMEG’s retro designs have long been a staple in stylish kitchens, but this new collaboration with OVO adds a layer of streetwear influence, creating a standout product line.
Drake wearing an OVO hoodie. Image: OVO
“This collaboration with OVO merges two iconic brands, each celebrated for their innovation and global impact,” said Gisela Mussen, General Manager of SMEG Canada. The appliances, like the mini fridge and toaster, embody SMEG’s signature 50’s-inspired aesthetic, but with a fresh twist thanks to OVO’s urban flair.
The collection features distinct black and white colourways, embellished with gold touches that make these appliances not just functional, but statement pieces for the home. This marks OVO’s first foray into the world of home appliances, expanding its reach beyond fashion and music to offer a whole new way for fans to incorporate the brand into their daily lives.
Bringing Streetwear Style to Canadian Kitchens
SMEG’s products have long been synonymous with luxury and craftsmanship, and the partnership with OVO brings that quality to a new audience. The limited-edition collection is designed to appeal to both fashion lovers and home design enthusiasts alike. The SMEG x OVO collaboration merges the best of two worlds: SMEG’s 70-year tradition of beautiful appliance design and OVO’s cutting-edge style.
Rendering of the new Smeg store at 2 Bloor St W in Toronto. Image: Smeg
SMEG’s New Toronto Store Adds to Brand’s Canadian Expansion
In addition to the exclusive SMEG x OVO collaboration, SMEG is continuing to strengthen its presence in Canada with the opening of its first standalone store in the country. To be located at 2 Bloor Street West in Toronto, the new flagship will span over 3,700 square feet across two levels, bringing the brand’s signature Italian design directly to one of Canada’s most prominent retail districts. The store’s ground level will cover 1,137 square feet, while the second floor will offer 2,590 square feet of showroom space, showcasing a full range of SMEG’s premium appliances.
Positioned next to Lululemon’s recently opened flagship, SMEG’s Toronto location is set to become a key destination for design-conscious shoppers and those seeking top-tier kitchen appliances. The opening of the store reflects SMEG’s growing influence in Canada, further solidifying the brand’s appeal in both the luxury and home design markets.
