Moose Knuckles, the Canadian luxury outerwear brand, has unveiled its latest flagship store at Montreal’s Royalmount shopping destination. Known for combining rugged Canadian roots with innovative style, the brand’s new flagship offers an immersive and innovative retail experience, blending luxury with modern design elements to create a space that goes beyond traditional shopping.

Andrea Elliott, Executive Vice President of Direct to Consumer at Moose Knuckles, shared her insights on the flagship’s design: “Our goal with the Royalmount store was to create a space that feels like a luxurious loft apartment, where customers can take their time and truly immerse themselves in the world of Moose Knuckles.” The flagship offers more than just a shopping experience, bringing together sustainability, art, and high-tech features to engage customers in a new way.

Moose Knuckles Flagship Redefines Luxury at Royalmount

The Moose Knuckles flagship at Royalmount is designed to reflect the brand’s commitment to blending craftsmanship with cutting-edge design. The store’s interior, conceptualized by Moose Knuckles Global Artistic Director Carlos Nazario, takes inspiration from the relaxed, luxurious feel of a modern loft apartment. The space features high-end materials such as Nero Greco tile and lime fresco wash walls, creating a sophisticated yet inviting atmosphere.

“Our design for the Royalmount flagship was all about creating an environment where luxury feels approachable,” explained Nazario. “Every element, from the material choices to the innovative features like the LED ceiling, was chosen to reflect the laid-back yet luxurious lifestyle that defines Moose Knuckles.”

One of the flagship’s standout features is its LED digital ceiling, designed in collaboration with Stingray, which mimics real-time weather patterns. Whether it’s a sunny day or a snowstorm outside, the ceiling reflects the natural conditions, adding a unique sensory element to the shopping experience. This feature ties directly into Moose Knuckles’ outerwear expertise, reminding customers of the brand’s focus on products built for the elements.

Sustainability is also a key focus in the store’s design. Custom-made couches crafted from upcycled Moose Knuckles jackets provide comfortable seating, while also reinforcing the brand’s commitment to environmental responsibility.

“We wanted to create a space where sustainability is woven into the fabric of the design itself,” said Elliott. “By repurposing our jackets into furniture, we’re adding a tactile, creative element to the store that aligns with our values.”

Moose Knuckles Enhances the Customer Experience at Royalmount

The Royalmount flagship is designed to engage customers beyond just shopping. In addition to the innovative design elements, the store features a custom-built Canadian Oak bubble hockey table, offering shoppers a fun, interactive experience that ties back to Moose Knuckles’ Canadian roots. The store also showcases exclusive artwork by Montreal artist Stikki Peaches, further connecting the brand to the local cultural scene.

“Launching our flagship in Montreal, a city at the heart of our brand’s identity, is a significant milestone for Moose Knuckles,” said Victor Luis, Chairman of Moose Knuckles. “Royalmount is the perfect setting for our new concept, offering a luxury shopping experience that aligns with our brand’s values and aesthetic.”

The new flagship also reflects the brand’s desire to offer a comfortable, engaging environment where customers can spend time and explore at their leisure. “Our jackets are an investment, and we want to ensure that customers feel confident in their decision by providing a space where they can take their time and enjoy the process.”

Strategic Expansion and Sustainable Growth

The Royalmount flagship is part of Moose Knuckles’ larger strategy to expand its direct-to-consumer footprint in North America, Europe, and China. With over 30 stores globally, including in prime locations like Yorkdale Shopping Centre where Moose Knuckles opened its first store in 2016, the brand continues to grow while staying true to its Canadian heritage.

Elliott emphasized the importance of careful, strategic growth for the brand. “Our expansion is all about finding the right markets and creating stores that reflect Moose Knuckles in a meaningful way,” she said. “Royalmount is a key step in this journey, providing both locals and tourists with a luxurious, immersive experience.”

The brand has also adopted a flexible approach to real estate through the use of pop-up stores, allowing it to test new markets before committing to long-term leases. “Pop-ups have been instrumental in our growth strategy,” said Elliott. “They allow us to gauge interest and, if successful, we can convert them into permanent stores, like our outlet at the MacArthurGlen Outlets in Vancouver.”

Collaboration and Design Excellence at Moose Knuckles Royalmount

Moose Knuckles’ new Royalmount flagship is the result of collaboration across the brand’s creative and leadership teams, reflecting a shared vision for the future of luxury retail. “Creating this space was a collaborative effort,” said Nazario. “We wanted to build a store that not only showcases our products but also invites customers to engage with the Moose Knuckles brand on a deeper level.” The Royalmount flagship’s blend of contemporary design, cutting-edge technology, and sustainability sets a new standard for Moose Knuckles’ stores worldwide. As the brand continues to expand, this flagship marks a defining moment in its evolution, offering a unique experience that reflects Moose Knuckles’ commitment to craftsmanship, innovation, and environmental consciousness.

Related:

• Moose Knuckles to Open 1st Freestanding Store
• Moose Knuckles secures strategic partnership with Bosideng
• Moose Knuckles Opens Impressive Store at CF Toronto Eaton Centre [Interview/Photos]