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RCC STORE Conference: May 30-31 in Toronto

AI’s game-changing impact on retail explored at RCC STORE 23 Conference, May 30-31 2023 in Toronto

The RCC STORE Conference, organized by the Retail Council of Canada, is the country’s biggest event for the industry, offering two days of learning and discussion on today’s most critical retail topics and newest success strategies.

The event takes place this year on May 30-31 at the Toronto Congress Centre.

“The STORE Conference is our flagship event of the year – our largest event of the year,” said Michelle Ribout, Vice President, Education & Partnerships for RCC. “It really is to bring the best and brightest together for two days of learning and discussion and networking. Really focused on bringing the industry together.”

With dozens of curated sessions, networking opportunities, unexpected, breakthrough ideas shared, RCC STORE 23 promises to re-invigorate people’s passion for retail and inspire new ways of thinking.

More than 75 speakers from across North America and beyond explore the key issues facing retail leadership including, global economics, inspiring leadership, the latest trends and research, innovative technology.

“It’s geared for obviously the retail industry,” said Ribout. “But really retailers, suppliers at that C-suite level to talk about what’s occurring in the industry, what are their hot topic issues that are currently happening and that they’re concerned about, what’s some of the latest research happening in the retail industry not just within Canada or North America but globally as well.”

The event attracts about 2,000 people each year. More information about the even can be found here.

“One of the most common questions that we get about STORE is what’s the theme and for us as organizers we don’t select a theme for the event because it’s really important that we cover everything that’s happening in the industry. So we don’t want to dictate what that theme is but ultimately a theme ends up coming out,” said Ribout. “I think for this year it’s really  been about what’s the organizational purpose. When we’re talking about purpose it’s not just what’s your purpose for your organization but how does that translate for your employees, how does that connect with your customers. So really understanding the goal of the organization to draw in those customers to attract talent and employees to join.”

Stephanie Lear, Manager, Events, for the RCC, said there is also a big focus on technology, innovation and automation.

“This is a great opportunity for organizations to bring their teams out to. We’re seeing a lot more of that this year,” added Ribout. “Organizations are coming out en masse together and I think that’s been a really positive thing as well.”

The event also features a celebration of the winners of the Excellence in Retailing Awards, Canadian Grand Prix New Product Awards, and special Awards of Distinction and Lifetime Achievement Awards.

The Excellence in Retailing Awards honor the very best in retail innovation and creativity.

RCC’s Awards of Distinction recognize retail leaders in Canada that have led companies to outstanding business success and have consistently demonstrated community commitment and support. The recipients are role models in the retail industry in Canada and in the community at large, through personal and corporate philanthropic activities. Awards include the Independent Retail Ambassador of the Year, the Lifetime Achievement Award, the Distinguished Canadian Retailer of the Year. There is also an induction in the Canadian Retail Hall of Fame.

The Canadian Grand Prix New Product Awards celebrate the best new products of 2022. The awards recognize excellence in food, non-food and private label categories. Entrants represent national and regional brands as well as private label.

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Retail Insider worked with Retail Council of Canada for this partnership announcement.

HBC to Expand Zellers Brand Across Canada in Larger Footprints After Spring Pop-Up Store Launch [Interviews]

Image: Zellers

Hudson’s Bay is expanding its iconic Zellers brand across Canada, increasing the store’s footprint in cities across the country. 

With the launch of its first e-commerce site and 25 shop-in-shop locations nationally within Hudson’s Bay stores, the brand will now be opening a series of pop-up boutiques within Bay stores.

The company said it intends to open larger footprint stores in some or all of those same locations. The first pop-up will launch at Hudson’s Bay’s flagship Queen Street store in June, with up to an additional 20 pop-ups expected to open in August. These pop-ups will effectively measure customer response in each market to determine the best fits for the Zellers store experience.

Zellers at Erin Mills Town Centre (Image: Erin Mills Town Centre)

“We have always said that we will listen to Canadians, and they will tell us where to grow,” said Sophia Hwang-Judiesch, President, Hudson’s Bay, in a news release. “With these pop-ups, our expansion strategy will be fueled by the interest and feedback from our customers across the country.”

Sophia Hwang-Judiesch

Zellers stores are 8,000 to 10,000 square feet. The updated pop-up size has not been determined just yet, and may differ by location.

HBC, the holding company of investments and businesses that include Hudson’s Bay and Zellers, as well as Saks Fifth Avenue and Saks Off Fifth, also announced that it has raised $240 million of additional liquidity to further invest in and grow its operating businesses. With an immense opportunity for growth in its retail markets, HBC said it recognizes that this capital will strengthen the company’s strategic position while also taking advantage of the opportunities being created as other retailers exit the Canadian market.

“As we diversify our consumer offerings, we are strongly positioned to expand on the retail experience customers have come to expect from Hudson’s Bay, Saks Fifth Avenue, Saks Off Fifth and now Zellers,” said Richard Baker, Governor, Executive Chairman and CEO of HBC, in a statement. “With this incremental liquidity, we will strengthen our businesses and build upon the great foundation we have established.”

The core product line at Zellers in Canada is the Anko brand, developed for Kmart Australia. The Anko brand is now wholesaling in retailers globally with Zellers being the first to carry it outside of its home country.

Zellers at Abderdeen Mall in Kamloops (Image: Aberdeen Mall)

Bruce Winder, author of RETAIL Before, During & After COVID-19 and President of Bruce Winder Retail, said he is surprised that HBC has decided to expand the revised Zellers format so quickly after launch and that some stores will receive a larger footprint than the initial pop ups.

Bruce Winder

“Based on the late March launch date, the company must have been impressed with results to date. I thought they would have waited longer to make this decision as I fear the initial interest from customers may not reflect typical performance once the pomp and circumstance dies down,” said Winder, who worked in the past for Zellers for almost two years as general merchandise manager for seasonal.

“Maybe when one looks at incremental sales versus incremental cost to run the operation they have a low break even point and can leverage existing fixed cost on stores and distribution. Also, perhaps HBC wants to take advantage of the current and future economic downturn to expand its value offering. Certainly we have seen a flight to value based on rising interest rates and sticky inflation, especially in food.

“The capital raise will help the company put its best foot forward and perhaps spend more money advertising the brand refresh. I hope the rollout is a success as Canada needs more competition especially within this segment.”

George Minakakis, CEO, Inception Retail Group, and author of The New Bricks & Mortar: Future Proofing Retail, wondered if HBC saw an uptick in sales so early in the initial Zellers launch to justify this expansion.

George Minakakis

“Certainly, one would hope so. This fast-paced shift comes with risks. Unless, of course, there is no other choice for the brand. I, too, would be compelled to alter my offering if I led a mid-market department store brand struggling with economic, consumer and digital competitive forces. Hudson Bay’s expanding footprint of Zellers is also an admission that things have changed in the Canadian retail landscape, as so many retailers know,” he said.

“There is also the harsh reality that more than half of Canadians are balancing on a financial tightrope, living precariously from paycheque to paycheque. This is the grim portrait of our ‘new’ middle class. And nothing more negatively impacts a consumer’s confidence than high prices and debt. To lure these budget-conscious shoppers back to brick-and-mortar stores, all retailers need more than nostalgia and lower prices. They will also require an enticing kaleidoscope of assortments and pricing that doesn’t cause heart palpitations when customers receive their credit card bills. Not to forget an exhilarating shopping experience so compelling it’s unforgettable.

“So, is Zellers that charm for HBC?  This co-branding between Zellers and HBC is a strategy; however, could this damage HBC further? It might. My experience has been when I enter the department store on my left is Zellers, and on my right is HBC. That’s confusing. I am still skeptical on two fronts. The first is that nostalgia is a long-term strategy. Yet I will contradict myself here by saying that it could be helpful in sending a message that HBC is priced for all consumers. The second level of my skepticism is when a retailer tries to be all things to all consumers. It has seldom worked well and could alienate their base customers.

“Nevertheless, this isn’t the Hudson Bay of old nor our grandparents’ retail world.  It could be a brilliant revival strategy. And then there is the legal issue over the Zellers trademark, for which HBC has a strong case.”  

Zellers at Scarborough Town Centre in Toronto, March 21, 2023. Photo: Craig Patterson

Liza Amlani, Principal and Founder of the Retail Strategy Group and The Merchant Life, said the Zellers expansion strategy is smart and she’s happy to see that Sophia Hwang-Judiesch’s team is testing the market with pop-up stores. 

Liza Amlani

“Expanding too quickly without learning what resonates with the consumer would have been a mistake. The true test will be analyzing the Zellers success through inventory turns, full-price sales and gross margin. With more consumers tightening their spending, the lower priced product mix could be exactly what Canadians need,” she said.

“Further, if you take a deeper dive into the product mix, the assortment strategy has a focus on baby, furniture and bath which are essentials at a competitive price point. As a former merchant, I am happy to see a relevant product mix that feels like a Target 2.0 but saves us the effort in cross-border shopping. In light of the Zellers expansion, it would be important for The Bay to invest in store planning and product-obsessed brand ambassadors. These are the missing links that could save this iconic retailer.”

Michael Kehoe, Broker of Record at Fairfield Commercial Real Estate Inc. said the expansion of the Zellers brand by Hudson’s Bay is a strategic and measured program that is being driven by consumer demand. 

Michael Kehoe

“The fact that capital has been raised lends credibility to the venture and its likely success. The proposed larger footprint stores are a result of the recent successful test-drive / pop-up store-within-a-store launch in several Canadian markets along with e-commerce that has been supporting the Zellers brand,” he said. “The scale of the next round of large format pop-ups, 20 in all, to be open just in time for the important back to school selling period is a welcome addition to the value end of the Canadian retail spectrum. This will serve the Canadian consumer in specific markets very well during these challenging economic times and beyond.”   

Analyzing Canada’s 2023 Retail Sales: Insights into Category Growth and Challenges Ahead [J.C. Williams Group Analysis]

Bloor at Bay Street (Image: Dustin Fuhs)

Canada’s retail sales continue the downfall in 2023 with All Stores in January growing 2.9% YOY and All stores Less Automotive, Food, Pharmacies up only 1.3% YOY.

Minimal growth was prevalent in most categories, but March saw impressive growth in:

  • Clothing Stores, up 9.2% YOY,
  • Shoe Stores, up 14.2% YOY, and
  • General Merchandise Stores, up 7.6%.

General merchandise stores are understandable as people are shopping at Walmart, Costco, etc. for groceries more than supermarkets as inflation continues to climb. Clothing stores and shoe stores growing significantly is more perplexing to the JCWG team as we continue to watch this category more closely. There was no news on increased revenues for Canadian fashion retailers, and the majority of people who are back to work in office have long since made their purchases. Comment below for any of your insights on Clothing and Shoe Stores’ growth in March!

A category that was also up in March that the JCWG team found interesting was Convenience Retailers, up 11.1% YOY. This category has been struggling since restrictions were eased during the pandemic, and inflation has caused people to limit their impulse purchases. JCWG is intrigued by news that there is a push for convenience stores in Ontario to begin carrying alcohol. Though this was originally announced in 2018, it has sat dormant until recently. This will be a story to watch, as we believe that this will significantly help convenience store retailers with increasing their traffic and revenues after a post-pandemic slow down.

Finally, categories that saw large downturns in March all tie back to housing and the slow down of big-ticket purchases:

  • Building Material and Garden Equipment, down -14.4% YOY,
  • Furniture Stores, down -5.7% YOY, and
  • Home Furnishings Stores, down -6.7%.

As noted in our latest US NRB, Home Depot saw their worst revenue miss in 20 years in Q1. The home improvement retailer said that the falling price of lumber and cold weather were the reason for this decline. Another reason, and one that the JCWG team thought was more relevant, was the fact that customers were delaying large projects and buying fewer big ticket items.

If US retail sales are any indication, this is just the beginning of a slippery slope for 2023 Canadian retail sales. Some things we are thinking about as we move through 2023 are:

  • Where are customers going to be looking for furniture (a declining category) as new entrants like Fox Home enter the Canadian market?
  • Why are clothing and accessories still growing as inflation continues?
  • What home improvements will consumers still make?
  • How have YOU prepared to keep your clothing or accessory business strong?

For support in your fashion retail strategy and planning, reach out to the trusted experience at JCWG!

The JCWG team is headed to RCC STORE23 May 30 & 31.  Be sure to catch Lisa Hutcheson, our Managing Partner, on the main stage in conversation with Michele Guimond, Vice President Marketing at Mountain Equipment Co. chatting about “Building the Future on People, Purpose, and Planet Principles” as well as the breakout session with an esteemed panel discussing ‘The Future of Shopping Centres and Real Estate”. If you and your team are going, connect with us for a coffee chat!

Canadian Retail Sales by Product Category, Same Month Comparison
Canadian Retail Sales by Store Category, Year to Date Comparison
Retail Trade, Canada, All Stores, by Geographic Regions

Club Kitchen Launches in Downtown Vancouver, Offering Restaurateurs an Innovative Culinary Hub [Interview]

Club Kitchen at The Arc in Vancouver (Image: Lee Rivett)

The unique Club Kitchen concept is launching in downtown Vancouver which will be home of 13 independent kitchen spaces operating under a single roof. 

“We will be providing local restaurateurs the opportunity to open a new business in a premium location for a fraction of the cost. We believe that Club Kitchen provides a fantastic solution for many different types of local operators; food trucks seeking out a fixed location, small businesses running one to restaurants  looking to expand to downtown, or even existing downtown businesses looking to consolidate their delivery and takeout revenues to a single location freeing up the ability to better serve their dine-in customers,” said JJ Fraser, Operations Manager of Club Kitchen.

JJ Fraser

“Club Kitchen is not a commissary kitchen or a ghost kitchen. Each individual kitchen space comes fully equipped with major appliances, refrigeration, and storage within their own units providing each restaurant concept with the opportunity to build and grow their business long term. There will be no hourly/weekly/monthly rentals or time slots (common in commissary operations) and every customer will know exactly which restaurant they are ordering from.

“Our intention is to provide a fully visible space where members of the community gain access to local chefs and restaurateurs in a centralized space by means of takeout and delivery. By working together with Club Kitchen, restaurants will benefit from the procurement power of the group, in-house operational support, and the potential to realize higher profits in an area that is traditionally cost-prohibitive for many new ventures.”

Image: Club Kitchen
Image: Club Kitchen

Club Kitchen is located in a high-density urban centre with access to more than 100,000 potential customers within a 10-minute delivery radius.

It will be located on the ground floor of The Arc condo project by Concord Pacific at the corner of Expo Blvd. and Nelson St. The residential tower, which is completed, has more than 500 units.

The Club Kitchen space is for 13 private, full customized kitchens with a centralized pick up space. The Club Kitchen is under construction and target opening is late August, early September. Spaces are licensed out to tenants. The whole operation is about 6,000 square feet. Spaces range in size from 230 square feet to 300 square feet.

“It’s not a ghost kitchen. Not a food court. It’s kind of a new blend and new direction for all of those concepts. The idea is turnkey. The kitchen has been fully built out. The infrastructure has been taken care of. The equipment is all set in place. Really all the restaurant operators need to do is come in and start cooking,” said Fraser. 

“Less risk. Less overhead, up front costs. And a downtown footprint for quicker access.”

Club Kitchen at The Arc in Vancouver (Image: Lee Rivett)
Club Kitchen at The Arc in Vancouver (Image: Lee Rivett)

Customers can access all 13 restaurants individually or all at the same time. When customers walk in the front door, they can select restaurants through a digital kiosk, place an order and wait for the food to be prepared from the back. Another option is to access the Club Kitchen website and place an order for delivery or pick up. A third option is delivery through several third-party food delivery services.

There is also some seating there – 17 inside and about 60 in the concourse area in The Arc.

Fraser said the key highlights of Club Kitchen are:

  • Run with only kitchen staff. The Club Kitchen team handles hand-offs and Front of House operations so restaurants can focus on cooking;
  • Pre-negotiated partner agreements with a range of vendors and suppliers, including preferred pricing from Sysco, GFS, Cuboh, Foodbuy Canada, and more;
  • Club Kitchen provides marketing and advertising for both Club Kitchen and each individual member;
  • Operational support and insight with its in-house operations team to help businesses succeed; and
  • Expedited operational permitting process through its close relationship with Vancouver Coastal Health and the City of Vancouver.

Shanon Thornley of Concord Pacific is the leasing contact for Club Kitchen.

Image: Club Kitchen

Hugh Carbery, Operations Manager of Club Kitchen, said the concept will curate a variety of different food offerings. 

Hugh Carbery

“We don’t want to have more than one sushi restaurant or more than one burger restaurant. What we’ve looked at and done a little bit of research on is what are the top selling genres within the food delivery apps. That’s a big part of it and kind of our own knowledge, JJ and I in the industry for so long, what works and what doesn’t within those kitchens,” he said. “Efficiency is the key here.”

Carbery said more of these Club Kitchens are on the horizon.

“That’s the idea. Get our first flagship opening and operating smoothly and then open in strategic locations – across North America, but our first location is the most important” he said.

Canadian Retail News From Around The Web For May 23rd, 2023

Canadian Retail News From Around The Web

News at a Glance

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 several days.

Canada March retail sales down 1.4% on autos, seen up 0.2% in April (Reuters)

Inside the mattress revolution that’s given Canadians nearly limitless options for getting a good night’s sleep (Financial Post)

Aldo to expand to wholesale in licensing deal with Ted Baker and Brooks Brothers (Globe & Mail / subscribers)

Walmart Canada announces leadership changes (Retail Insights Network)

INDOCHINO Announces Record Setting Quarterly Revenue and 35% YOY EBITDA Growth in Q1 (Newswire)

‘Virtue of being a single corporate tenant’: A peek inside Amazon’s new Vancouver office (BIV)

B.C. removes window coverings for cannabis shops amid safety concerns (Global)

Downtown London, Ont. retailer wins national online award (CTV)

OPINION: Retailers, don’t tick off senior citizens (Newmarket Today)

How Toronto’s Distillery District was transformed into the attraction it is today (CBC) ****

Man in suit duped employees into opening door before Pacific Mall jewelry heist (CityNews)

‘It’s massive for our tenants’: The new grocery store selling fresh meat and produce in the east Exchange District (Bounce 96.1 Winnipeg)

Dream of owning a record shop? This owner is looking for his successor (CBC London)

T&T Supermarket Opens 36,000 sq ft Store at CF Fairview Mall in Toronto, as Part of $80M Sears Box Revitalization [Interview]

T&T Supermarket at CF Fairview Mall (Image: Cadillac Fairview)

Canadian Asian supermarket chain T&T Supermarket has opened its latest location in CF Fairview Mall in Toronto as part of an $80-million revitalization development by owners Cadillac Fairview.

The supermarket has opened in the former Sears space where an informal Asian food hall area has been created with other food service establishments Fuwa Fuwa, Hazukido, Xing Fu Tang, Saint-Germain Bakery and Urban Cova.

Other brands set to open in the new wing are Good Catch, Omni Noodle Palace, Coconut Grove and Bingz Crispy Burger.

The new wing is accessible from the Don Mills TTC station exit and the West parking lot. 

T&T Supermarket at CF Fairview Mall (Image: Cadillac Fairview)
T&T Supermarket at CF Fairview Mall (Image: Cadillac Fairview)

Tina Lee, the CEO of T&T Supermarket, said the new CF Fairview Mall location is 36,000 square feet.

“It’s been four years in the making,” she said. “Cadillac Fairview certainly makes headlines in malls across the country. This is a really interestinig retail story that is a collaboration between T&T and Cadillac Fairview. We’ve taken this department store space, it was formerly a Sears, and it was vacant for a long time.

Tina Lee, CEO of T&T Supermarkets (Image: Cadillac Fairview)

“Wherever we open stores, we are a destination by ourselves and I think we are one of the only grocers in the country that gravitates towards malls. We think that creating a food experience that is enjoyable . . . I think it’s a really good match for us because it is something that people gravitate towards not just for their core grocery shop but also to explore and to eat. Our prepared foods and our in-store bakery. The grocerant portion of our business is quite entertaining. 

“So to bring that to Fairview Mall is a really good fit. And then Fairview has really stepped up their revitalization of the entire mall and invested more than $80 million to revamp the mall and they have a very curated selection of other tenants that they have placed beside the T&T anchor store . . . I think it’s going to be one of the best executions of an experiential food hall so far that I’ve seen in the country. A modern, trendy, Asian food concept and all these tenants have a pretty broad appeal and we really have created a food destination.” 

CF Fairview Mall (Image: Cadillac Fairview)
CF Fairview Mall (Image: Cadillac Fairview)

Daryl Clemance, General Manager at CF Fairview Mall, said the shopping centre has been a local landmark for more than 50 years. Over the last five decades, the centre has gone through a few transformations. 

He said the opening of the supermarket marks the completion of the $80-million renovation and revitalization that transformed the existing 230,000 square feet of space formerly occupied by Sears.

Daryl Clemance, GM of CF Fairview Mall (Image: Cadillac Fairview)

“It’s really giving our customers a unique shopping and dining experience. It’s a little different than what some of our competitors have obviously,” said Clemance. “T&T being very popular, with their arrival and careful planning by our leasing team, we’ve welcomed a fleet of complementary retailers in the surrounding area and it’s kind of turned itself into a little bit of an informal Asian food hall, if you will.

“It’s continuing to add some points of differentiation for us and gives our customers another unique experience when they come to CF Fairview Mall.”

T&T is on the lower level of the former Sears space. A Marshall’s opened in the upper level at the beginning of COVID. That includes a combo store with HomeSense. SportChek has been relocated from 17,000 square feet into a new 25,000-square-foot space.

Hazukido at CF Fairview Mall (Image: Cadillac Fairview)
Fuwa Fuwa at CF Fairview Mall (Image: Cadillac Fairview)
Fairview Mall Redevelopment; Phase 1 highlighted with future phases ghosted, designed by Hariri Pontarini Architects for Cadillac Fairview and Shape Properties

Clemance said leasing has been very active in the past year and occupancy today is close to 90 per cent.

Cadillac Fairview submitted an application about a year ago for site plan approval to densify the property. Clemance said it’s a long-term plan but the first phase will include three residential towers (two condos, one rental) with about 1,400 units on the south side of the shopping centre.

“Adding T&T and all the specialty food and the restaurants is really a necessary amenity for that residential that we hope to add in the not too distant future,” added Clemance.

T&T Supermarket at CF Fairview Mall (Image: Cadillac Fairview)
T&T Supermarket at CF Fairview Mall (Image: Cadillac Fairview)

The CF Fairview Mall store is the 32nd location for T&T in Canada.

Recently, it also announced it will be opening a new store in London, Ontario. The company confirmed the store, which is expected to open in Summer of 2024, is located at 530 Oxford St W, the southeast corner of Oxford St W and Wonderland Rd. At 39,000 square feet, it will be the largest Asian supermarket in town.

T&T, which has been in business since 1993, will be located in a strip mall that is currently under renovation to prepare for the expanded grocery store. 

“When I was a student at Western, I carpooled with friends for three hours to the closest T&T in Toronto to get the ingredients I needed to make simple meals in residence. Despite the long drive, going to T&T is what cured my feeling of being homesick, having moved to London from Vancouver, BC.  20 years later, I still think London residents and students crave what T&T has to offer, so I am delighted that I finally get to bring the T&T experience back to my old school stomping grounds,” said Lee.

T&T Supermarket at CF Fairview Mall (Image: Cadillac Fairview)

She said the company will be opening a new location on June 1 in Coquitlam, BC, just off Lougheed Highway.

“In the next few weeks, we’ll have a couple of new location announcements too,” added Lee.

The chain is part of Loblaw Companies, which purchased it in July 2009.

Additional Photos from CF Fairview Mall

Zing Fu Tang at CF Fairview Mall (Image: Cadillac Fairview)
Urban Cova at CF Fairview Mall (Image: Cadillac Fairview)
Fuwa Fuwa at CF Fairview Mall (Image: Cadillac Fairview)
Hazukido at CF Fairview Mall (Image: Cadillac Fairview)
Future Good Catch at CF Fairview Mall (Image: Cadillac Fairview)
Future Coconut Grove at CF Fairview Mall (Image: Cadillac Fairview)
Future Bingzi at CF Fairview Mall (Image: Cadillac Fairview)

Lab Grown Diamond Brand VRAI to Open 1st Canadian Store [Interview]

VRAI (Image: VRAI)

Lab-grown diamond brand VRAI plans to open four new stores this year including one in Toronto.

Diamond Foundry, owner of VRAI, was founded in 2012 when the proprietary technology was created to allow it to grow diamonds without the environmental and human toll of mining.

VRAI was founded in 2014 and acquired in 2016.

Today, the company has 13 stores globally with several in China as well as in Chicago, Houston, Los Angeles, New York, San Francisco, London and Madrid.

VRAI Los Angeles (Image: VRAI)

“Toronto will be the first store in Canada,” said Mona Akhavi, President and CEO of the company. The store will open June 1.

Mona Akhavi

“It’s been a dream of mine to bring the brand back to Canada. To home.”

The Toronto store will open at 111 Yorkville Avenue.

“We’ve taken a very specific approach in picking the locations even in the U.S. For instance in L.A., we’re on Melrose Place – the iconic shopping street. We’re on Hayes Street which was named one of the most trendy streets in San Francisco and in New York of course we’re in Soho,” said Akhavi.

“In Toronto, Yorkville makes sense to me for a number of reasons. It’s just an incredible fusion of culture and art and fashion and dining and wellness in that little community there. And the 19th Century architecture, the historic look, but also combined with such a modern and vibrant vibe is exactly where we want to be as a brand.

Brandon Gorman of JLL negotiated the lease deal on behalf of VRAI.

111 Yorkville Avenue (Image: Craig Patterson)

“We’re breaking traditions in the diamond jewelry industry. We’re liberating the way diamonds can be grown, the way diamonds can be designed and polished and the styles.”

Even the store design has a modern twist to it while giving great homage and attention to the traditional ways of what jewelry is used for – as a symbol of an heirloom, a symbol of celebration, moments that matter in life.

“A lot of the things people are buying our jewelry for is because they value sustainability, they care about knowing where the diamond came from, they care about the impact of that diamond on the environment and the human community,” said Akhavi.

“So bringing that into the Yorkville neighbourhood made a lot of sense. There is a very future forward community there but has a beautiful history behind it.”

She said the concept for physical stores is to make it feel more like an art gallery where people can come in and linger with an elevated experience. There are also VIP rooms for customers – making the stores high end but also approachable and accessible. 

She said there are no future locations in Canada planned at this point but that could change in 2024.

“Canada’s our biggest market after the U.S. which is incredible. We’ve seen a huge demand in Canada when it comes to our virtual appointments,” said Akhavi, adding that pop-ups in Toronto and Vancouver were huge successes.

“People want to see the diamonds in person. Hence, the Toronto store. We’ve been offering the jewelry in Holt Renfrew in Toronto since the beginning of the year. For now, Toronto is our only location (in Canada). We will be doing pop-ups in Vancouver during the holidays and potentially in Quebec.

“In terms of other retail locations, we’re opening Boston in a few months and we’re looking at two more retail locations in the U.S. by the end of the year. I hope one day we bring it to Vancouver.”

VRAI Shanghai (Image: VRAI)

The company said it is the first certified true zero-emission diamond producer. 

“Our commitment to sustainability is reflected in every aspect of our business. Using advanced technology, VRAI diamonds are created in our zero-emission foundry in America’s beautiful Pacific Northwest with 100% hydropower from the majestic Columbia River. We only offer excellent quality cuts of our sustainable produced diamond,” says the company.

“We know the origin story of every diamond we offer. Our vertically integrated supply chain and long-term working relationships with expert diamond cutters allow us to follow our gems from the moment something is created to the moment it is received.

“This impeccable provenance sets our fine jewelry apart. We’re proud to offer the modern consumer an alternative to mined diamond. Just Diamond. No Mining.

“Diamond mining is devastating for the environment. This isn’t news. It’s been well-documented for centuries. We’re not the first ones to say it. But we are the first to do something about it on a global scale that makes a difference. Driving this change is the core ethos of our business. It matters more now than ever.”

The company said that every carat of VRAI created diamonds produced saves 143 lbs (65kg) of carbon dioxide; 2,011 ounces (57 kg) of air pollution; and 250 tons (227 tonnes) of earth.

Canada’s Ultimate Retail Rendezvous: Game-Changing Ideas, Epic Connections

The biggest retail event of the year in Canada, Retail Council of Canada’s annual RCC STORE 23 Conference is an unmissable opportunity for anyone looking to stay ahead of the curve in the ever-evolving world of retail.

RCC STORE 23 is taking place next week, May 30-31, 2023, at the Toronto Congress Center.

This year, the incredible line-up of speakers come from a range of industries and backgrounds, but all share a deep knowledge of retail and a passion for driving innovation and growth. Among the mainstage speakers at this year’s event are industry titans like Doug Stephens Retail Prophet, Jarvis Sam Rainbow Disruption, Afdhel Aziz – Conspiracy of Love, Eric MorrisGoogle Canada, Kostya Polyakov –KPMG, Jan KestleEnvironics Analytics, Michele GuimondMountain Equipment Company, and ShingyDigital Prophet. Influencers such as Michael LeBlanc, host of The Voice of Retail ™ Podcast, and Craig Patterson, publisher of Retail Insider Media Ltd, along with over 70 other esteemed retail experts, will also join the RCC STORE 23 stage to cover a broad and comprehensive agenda of topics. These thought leaders will share their insights for navigating the rapidly changing retail landscape, providing conference delegates with valuable takeaways on key trends and insights as well as actionable strategies and tactics they can apply to their own businesses.

RCC STORE 23 will also feature a full floor of exhibitors showcasing the latest in retail technology, products, and services. Bell, Salesforce, Brainbox AI, Fractal, Garda World, Reverse Logistics Group, 3SI Security Systems, LeoLam, Environics Analytics, Flipp, Smart Label Solutions, Eaigle and Cisco are some of the companies participating this year. Whether you’re looking for the latest software to streamline your operations or innovative new products to protect your assets, you’re sure to find it at RCC STORE 23.

In addition to the remarkable program, developed through close collaboration with Retail Council of Canada’s members, RCC STORE 23 presents an unparalleled opportunity to meet and network with 2000 + like-minded retail professionals from across Canada and around the world. And, with great gourmet coffee, snacks, and a buffet lunch prepared under the consultation of world-renowned chef Mark McEwan, there will be lots of tasty food to keep everyone going throughout the packed days of learning and discussions. 

Each day will conclude with a cocktail reception, exclusively open to RCC STORE 23 participants. The first evening of RCC STORE 23 will also witness a captivating transformation of the mainstage area into the glamorous Excellence in Retailing Awards Gala. On the following evening, a red-carpet reception will culminate in the highly esteemed 30th Annual Canadian Grand Prix New Product Awards Gala. While these Galas are separate events from RCC STORE 23, they serve as a perfect way to round out the two-day RCC STORE 23 experience by dining and celebrating alongside the industry’s most respected retailers.

If you’re involved in retail in any way, whether as a business owner, manager, or industry professional, RCC STORE 23 is the event of the year that you can’t afford to miss. With the star speakers, stand out exhibitors, timely content, and a relaxed setting that is perfect for making new connections, RCC STORE 23 promises to be a highlight of the year for anyone involved in retail in Canada. 

Tickets to RCC STORE are still available.  A 20% discount applies to groups of 5 our more.  

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