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Retail Profile: CF Rideau Centre in Ottawa, Ontario (Summer 2021)

By
Lee Rivett
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CF Rideau Centre. Photo: Dustin Fuhs.
CF Rideau Centre. Photo: Dustin Fuhs.

Retail Insider continues its Photo Tour series of Canadian malls which began as a result of COVID-19 closures. We have been providing insights into shopping centres coast-to-coast which may otherwise be overlooked. This edition takes us to the CF Rideau Centre in Ottawa, Ontario.

The three-level shopping centre contains approximately 160 retailers and businesses spread across 1,545,113 sq ft of retail space. Cadillac Fairview owns and manages the property.

Exterior of CF Rideau Centre (Aug 2021)
Exterior of CF Rideau Centre (Aug 2021). Photo: Dustin Fuhs.

The main anchors for the shopping center include:

  • Nordstrom (153,725 square feet)
  • La Maison Simons (103,874 square feet)
  • Zara (29,517 square feet)
  • H&M (28,336 square feet)

Junior anchor stores for the shopping centre include Old Navy (16,680 square feet), Urban Planet (15,922 square feet), Harry Rosen (15,483 square feet) and Shoppers Drug Mart (12,122 square feet).

Nordstrom in North End of Level 3 at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

History of CF Rideau Shopping Centre

The shopping centre opened in March 1983 after two years of construction and a chorus of opposition from local residents. Eaton’s, which was a development partner, cancelled its plans to rename the mall to “Rideau Eaton Centre” due to negative community sentiment.

Rideau Centre construction on September 14, 1981. Lynne Ball/Ottawa Citizen 81-5172
Rideau Centre construction on September 14, 1981. Lynne Ball/Ottawa Citizen 81-5172

Cadillac Fairview spent $360 million to redevelop CF Rideau Centre in 2013 after 30 years of operation which was completed in three phases:

  • The first phase was completed in August of 2014 with the opening of the mall’s new enhanced ‘food hall’, in a lower-level space formerly part of a 240,000 square foot Sears store.
  • Phase two involved the opening of a 157,000 square foot Nordstrom store above the food hall in March of 2014, which was Nordstrom’s second Canadian location, following the opening of Nordstrom’s Calgary CF Chinook Centre store in September of 2014. The Ottawa centre has since seen new interior improvements, as well as the addition of new upscale retailers such as Tiffany & Co., Kate Spade, Stuart Weitzman, Ted Baker, and an impressive replacement store for luxury menswear retailer Harry Rosen.
  • The third phase occupies the northeast corner of the property, once occupied by an Ogilvy department store. For years the site remained under-utilized until Cadillac Fairview initiated an ambitious expansion to grow the centre to nearly a million square feet of retail space. CF Rideau Centre is considered to be one of Cadillac Fairview’s flagship properties, being located in downtown Ottawa on busy Rideau Street. The centre sees traffic from tourists, university students and locals, and is strategically located adjacent to the city’s popular ByWard Market.
Interior CF Rideau Centre (August 2021)
Interior CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

Aside from the retail and interior space additions and renovations, the redesigned centre included significant façade enhancements along Rideau Street including a refurbished Charles Ogilvy heritage façade. The interior renovation included new quartz flooring, enhanced lighting, glass guardrails and improved amenities. 

Breaking up CF Rideau Centre

CF Rideau Centre has three retail levels which we will follow from top to bottom for this tour.

Level 3 of CF Rideau Centre in Ottawa.
Level 3 of CF Rideau Centre in Ottawa. Photo: Cadillac Fairview with overlay by Retail Insider.
Level 2 of CF Rideau Centre in Ottawa
Level 2 of CF Rideau Centre in Ottawa. Photo: Cadillac Fairview with overlay by Retail Insider.
Level 1 of CF Rideau Centre in Ottawa
Level 1 of CF Rideau Centre in Ottawa. Photo: Cadillac Fairview with overlay by Retail Insider.
  • Level 3 (South/Left and North/Right): Main anchors include Nordstrom, Simons and Harry Rosen.
  • Level 2 (South/Left and North/Right): Main anchors include H&M and Zara which continue up to the lower level.
  • Level 1: Main anchors include H&M and Zara which continue up to the upper level.

Level 3 (South End) at CF Rideau Centre

South end of CF Rideau Centre on Level 3
South end of CF Rideau Centre on Level 3. Photo: Cadillac Fairview Map with overlay by Retail Insider.
South End of Level 3 at CF Rideau Centre (August 2021)
la Vie en Rose at South End of Level 3 at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

The top-most retail level at CF Rideau Centre is the level with the highest retail density and major anchor tenants. Due to the volume, we split the level in half. Starting on the south side, a number of retailers were featured in Retail Insider including:

Additional select retailers include LensCrafters, Soft Moc, Fernandino, Mobile Klinik, Bluenotes, La Vie En Rose, Aveda, Marciano, Lululemon Athletica, FYE, Coach, Fancy Sox, Banana Republic Men, Swarovski, Nespresso, Kiehl’s Since 1851 and Femme de Carriere.

Nespresso and Marc Cain in South End of Level 3 at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

Level 3 (North End) at CF Rideau Centre

North end of CF Rideau Centre on Level 3
North end of CF Rideau Centre on Level 3. Photo: Cadillac Fairview Map with overlay by Retail Insider.
North End of Level 3 at CF Rideau Centre (August 2021).

Continuing to the north side of the top-most retail level at CF Rideau Centre reveals another group of retailers featured in Retail Insider including:

Other select retailers include L’Occitane En Provence, Tumi, Talbots, Stitch It, A Buck or Two, Bikini Village, Frank & Oak, Rudsak, and Michael Kors.

Exterior of Nordstrom within CF Rideau Centre (August 2021). Photo: Dustin Fuhs.
Tiffany & Co, Ted Baker and Michael Kors in North End of Level 3 at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

Level 2 (South End) at CF Rideau Centre

South end of CF Rideau Centre on Level 2
South end of CF Rideau Centre on Level 2. Photo: Cadillac Fairview Map with overlay by Retail Insider.
Level 2 at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

Moving down a level, the second floor is home to a number of internationally recognized retail tenants featured in Retail Insider, including:

Other select retailers in the area include American Eagle Outfitters, Judith & Charles, Pandora, Banana Republic Women, L’Intervalle, Urban Planet, Michael Hill, Sunglass Hut, Sephora, Little Burgundy, The Body Shop, Key West, Lucky Brand Jeans, Lush Cosmetics, Nike, Fossil, New Balance, GAP, and Swatch.

Michael Hill in South End of Level 2 at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

Level 2 (North End) at CF Rideau Centre

North end of CF Rideau Centre on Level 2
North end of CF Rideau Centre on Level 2. Photo: Cadillac Fairview Map with overlay by Retail Insider.
Peoples Jewelers in North End of Level 2 at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

Moving northward, the other half of the second floor is home to a number of internationally recognized retail tenants featured in Retail Insider, including:

Other tenants include Old Navy, Anthropologie, H&M, Zara, Spence Diamonds, Steve Madden, Zulu + Wolfe, Browns Shoes, Aritzia, MAC Cosmetics, Apple, Dynamite, People’s Jewellers, Aldo, Bath & Body Works, Eddie Bauer, DAVIDsTEA and Purdy’s Chocolate.

Level 1 at CF Rideau Centre

Level 1 of CF Rideau Centre in Ottawa
Level 1 of CF Rideau Centre in Ottawa. Photo: Cadillac Fairview with overlay by Retail Insider.
Joey Rideau Restaurant at CF Rideau Centre (August 2021). Photo: Dustin Fuhs.

The lowest retail level includes access to the LRT as well as a couple retailers featured in Retail Insider, including:

Other retailers in the area include Shoppers Drug Mart, Nutrition House, Bentley, Foot Locker, Call it Spring, Garage, Hot Topic, Lids, Nature Collection, Miniso, The Source, Urban Planet, EBX, Sirens, Sketchers, Roots, Disney Store, Vans.

We had a very interesting photo walk around CF Rideau Centre in Ottawa and we hope you enjoyed coming along with us. Don’t forget to check out our other retail photo tours over the past few months. Thank you for taking this tour with us.

In-Store Digital Technology Enhancements to Help Drive New Kind of Retail Engagement in Canada [Feature]

By
Sean Tarry
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Image: Snap Inc.

Throughout the past year-and-a-half, magazines, newsletters and websites everywhere have been presenting readers with scores of daily articles and news pieces highlighting the many shifts and pivots that have occurred within the industry since the onset of the pandemic. Much of the emphasis has been on the digitization of the retail business. And, rightly so, given the fact that the digital efforts of most merchants have been accelerated by at least three to five years. It’s an acceleration that’s been brought about by COVID-induced restrictions on in-store activity and the consumers’ need to explore and discover alternate ways of shopping. And, according to a recent report produced by Snap Inc. in partnership with global consumer trends agency, Foresight Factory, the continuation of retailers’ digital innovation and adoption will be critical in engaging and attracting the interest of today’s tech-savvy consumer.

The rise of digital in the physical environment

The report, titled Future of Shopping: Canada Market Report 2021, analyzes the current shift in consumer shopping behaviour and how it might impact new and elevated digital expectations with respect to the post-pandemic retail experience. And, within its findings, it’s evident that retailers everywhere are being presented with a big opportunity to leverage the latest in digital innovation in order to enhance the physical in-store experience and drive a new kind of retail engagement. According to the report, 19 percent of Canadian consumers would go out of their way to visit a store that provided a service which offered instant access to stock information, a number that rises to 28 percent for millennials. Further, 47 percent of consumers say that they would use such a service if it was available in a store they already planned to visit. It’s engagement that’s centred around convenience and personalization and is a movement that Matt McGowan, GM of Snap Inc. Canada, doesn’t see slowing any time soon.

“The disruption to life over the past 18 months has underscored the growing importance of digital in the shopping experience,” he says. “We have seen brands step up to offer enhanced shopping experiences through things like virtual try-on and more seamless ecommerce capabilities. Consumers in turn have shown themselves to be more than willing to embrace digital shopping experiences, such as augmented reality, which many shoppers have come to expect. For example, our study with Foresight Factory found that more than 1 in 3 global shoppers already expect augmented reality to be available now when they’re shopping for items such as clothes, beauty, furniture, luxury and cars.”

Digital driving footfall

Image: Clearly

Beyond the expectations of today’s consumer, however, digital technologies used to create a more engaging and convenient experience for the consumer are set to reap dividends for the physical retail space. The report indicates that one in three (31%) of Canadian shoppers are willing to go out of their way to visit a store that offers interactive virtual services such as a smart mirror that allows them to try on clothes or makeup. In fact, McGowan explains that since Snap Inc., which owns social networking platform Snapchat, introduced augmented reality try-on experiences through its app in May 2020, engagement with the technology, and the rewards that retailers receive as a result, have been impressive.

“Since we introduced augmented reality try-on experiences just over a year ago, it has been inspiring to see the number of engaging campaigns from brands that have allowed shoppers to virtually try-on and shop products like shoes, makeup, eyewear, and more,” he says. “For example, Canadian eyewear retailer Clearly used Snapchat to drive a 3.6 percent purchase lift with their augmented reality try-on Lens.”

Mobile phones connecting the online and offline worlds

Despite enhancements that might be made to the in-store experience, however, the pandemic has influenced a shift toward online channels for purchases that is seemingly going to remain consistent going forward. The report finds that 1 in 4 Canadian shoppers intend to shop online even more in the year ahead compared to the last 12 months, compared to just 14 percent who say they will shop online less in a post-pandemic environment. Though increasing online activity may seem counterintuitive to the success of physical retail, the subsequent rise in mobile commerce has the potential to connect the online and offline retail worlds in a really profound way. According to the report, 1 in 2 Canadian shoppers say that they use their phone in-store to compare prices and look for product reviews and other information, while 45 percent admit that they would never go shopping without it, a number that rises to more than 60 percent among the Gen Z and millennial cohorts.

In fact, according to the report, the mobile phone has become more of a connector over the course of the past year-and-a-half, serving as a social conduit of sorts and means by which to shop, with 37 percent of shoppers sharing screenshots of products they’re interested in with their friends. Further, 31 percent of respondents say they have been sharing screenshots more frequently since the start of the pandemic. And the penchant to do so is even stronger among younger consumers, with 50 percent of Gen Z shoppers claiming that their screenshot sharing has increased over the past year-and-a-half. This behaviour presents big opportunities for retailers to engage willing shoppers. While much of this kind of activity takes place in private social channels and direct messaging, the report suggests that “branded social experiences can help consumers create easily sharable content beyond the simple screenshot”, enabling retailers to cultivate new relationships and continue developing those that have already been formed.

Ensuring a connected shopping experience

A lot has changed over the course of the past 18 months or so, changes that have gone a long way toward shaping a consumer that’s even more connected now than they were prior to the pandemic and influencing a further blurring of the lines between the physical and digital worlds. These changes have resulted in the formation of a single retail marketplace where consumers can leverage a confluence of channels and experiences to fulfill their desires. They’ve also precipitated a need for retailers to develop a clear understanding of their behaviours in order to satisfy their increasing appetite for digital experiences and support the enhancement of the offering they provide. And, according to the report, as consumers seek to build renewed connections with the physical world, but also retain the convenience of online, “Canadian retailers will need to test and evaluate the technological solutions -from virtual try-on to smart mirrors – which will achieve this and further accelerate connected shopping today.”

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Saks Fifth Avenue Flagship in Downtown Toronto Unveils New Birks Jewellery Boutique

By
Craig Patterson
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Birks at Saks Fifth Avenue in downtown Toronto on August 28, 2021. Photo: Craig Patterson

Saks Fifth Avenue in downtown Toronto at the CF Toronto Eaton Centre recently unveiled a boutique space for Montreal-based luxury jeweller Maison Birks. The Birks boutique replaces De Grisogono which shut down several months ago. 

Prior to Birks moving into the new boutique space, the brand had a counter on the main floor of Saks featuring various Birks designs. And this isn’t the first time that Birks has had a boutique space within the Hudson’s Bay building on Queen Street in Toronto — in 2015 when Kleinfeld Bridal opened on the seventh floor of Hudson’s Bay, a Birks shop-in-store featuring engagement rings was featured on site for a time. 

In May of this year, Saks announced that it had partnered with Birks with jewellery now being carried in 12 US Saks storefronts. The expansion followed the introduction of Birks products to Saks’ three Canadian stores at CF Toronto Eaton Centre, CF Sherway Gardens in Toronto, and at CF Chinook Centre in Calgary. Birks jewellery is also found on the Saks Fifth Avenue website. 

Other nearby jewellery boutiques at Saks in downtown Toronto include Piaget and Chopard boutiques.

Birks at Saks Fifth Avenue in downtown Toronto on August 28, 2021. Photo: Craig Patterson

TKEES Launches at Holt Renfrew Stores for September in a Global Exclusive 

By
Craig Patterson
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TKEES pop-up at Holt Renfrew Ogilvy in Montreal. Photo: Supplied

Toronto-based women’s footwear and apparel brand TKEES has partnered with Holt Renfrew to open apparel pop-up stores and areas at Holts locations across the country. As of this month Holt Renfrew is the only store in the world to feature the brand’s cotton terry apparel collection in stores and online. 

The TKEES brand was founded in 2009 by husband-wife team Jesse and Carly Burnett — Carly was seeking a sandal that would “disappear” on one’s foot and developed a line of sandals in a range of nude colours. The brand has since expanded to more colours (including white and black) with prices from $68 to $100 on Holt Renfrew’s website. 

The privately-held company with a head office in Yorkville recently expanded into apparel with a range of hoodies and joggers for women. The line is made from a plush cotton terry cloth that will be attractive to those working from home in the fall.  Hoodies on Holt Renfrew’s website are priced at $175 and joggers are priced at $160 a pair. Colours include black, mocha, latte and nutmeg. 

The collections are available at all Holt Renfrew stores in Canada (excluding the standalone Toronto men’s store) in Vancouver, Calgary, Toronto (50 Bloor St. W. and Yorkdale), Mississauga and Montreal (Holt Renfrew Ogilvy).

Holt Renfrew in Vancouver. Photo: TKEES
Square One in Mississauga. Photo: TKEES

Calgary’s Southcentre Mall Launches Indigenous Art Exhibit Ahead of September 30 National Day for Truth and Reconciliation

By
Craig Patterson
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Photo: Supplied

Southcentre Mall in Calgary and Colouring It Forward Reconciliation Society have partnered to launch a month-long art exhibit featuring 17 Indigenous artists from across Western Canada. The artwork is on display in Southcentre’s Art Corner space (near Hudson’s Bay on the second level) until September 30th. 

Artist bios are also displayed as well as messaging about the significance of National Day of Truth and Reconciliation and thoughtful suggestions about how people can respectfully participate in the process of reconciliation within their own communities.

Attendees will also have access to a dedicated resource centre where they will be able to ask questions and engage with members of Calgary’s Indigenous community in a safe space.

The exhibit will culminate in a special event that will pay tribute to National Day for Truth and Reconciliation (and Orange Shirt Day) on September 30th by inviting the Calgarians to gather for a day of community building that will help to deepen understanding of the experience of Indigenous peoples through traditional performances, family-friendly crafts and an invitation for open dialogue about Indigenous culture and the ongoing process of reconciliation. The opening ceremony, including traditional performances, will begin at 1:00pm on the 30th to be followed by all-day family activities (which are taking place 10:00am-8:00pm).

Photo: Supplied
Photo: Supplied

“We are honoured to have this opportunity to provide a platform that will allow for the amplification of the voices and stories of Indigenous peoples as they share their experiences, culture and heritage with the community at large,” says Alexandra Velosa, Marketing Manager at Southcentre Mall.

“We hope that this event will inspire others to take action to support Indigenous communities as we both acknowledge the past and work together towards building a better future where the traditions and culture of Canada’s Indigenous peoples are shared, celebrated and understood. We remain dedicated to working closely with the Indigenous community to further support and honour them as we increase our understanding of how they continue to shape our diverse country.”

Photo: Supplied

Canadian Retail News From Around The Web For September 7th, 2021

By
Retail Insider
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Canadian Retail News From Around The Web

Top Stories: National

Central/Eastern Canada News

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Cadillac Fairview Unveils 130,000 Square Foot CF Marché des Promenades Food Hall Near Montreal [Interviews/Photos]

By
Mario Toneguzzi
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CF Le Marché des Promenades
CF Le Marché des Promenades (Image: GH+A Design)

Cadillac Fairview has unveiled CF Marché des Promenades – what it calls a new gastronomic destination at CF Promenades St-Bruno in Montreal.

The shopping centre owner said its $70 million investment in the project has created a unique and vibrant gourmet culinary destination, where friends and families can reconnect and rediscover the pleasures of sharing a meal and conversation, as well as the best produits du terroir that the Montérégie and greater province has to offer.

With more than 40 artisans, food producers and restaurateurs in the 130,000-square-foot setting, the new CF Marché des Promenades is part of an innovative approach that delivers diversity of food and experiences, reigniting a passion for dining out while exploring CF’s best-in-class retail offering. In addition to the 35,000 square foot Avril Supermarché Santé, the Marché enables guests to explore eight diverse restaurants and a range of locally produced offerings.

CF Le Marché des Promenades (Image: GH+A Design)

The Marché includes an outdoor plaza, demo kitchen and an indoor entertainment area that will be used for different programs and activities year-round with something new for guests to experience and discover with every visit.

Brian Salpeter

Brian Salpeter, Senior Vice President, Development of Cadillac Fairview, said the focus, like many other CF projects, was to create a destination for people.

“We asked ourselves what is going to make this site unique? What is going to make the property a true destination? How can we mix things up? How can we bring people and how can we create vibrancy at the property? So this is something we’ve been working on for a number of years. Everybody loves to talk about food and how great it is and how important it is but not always so easy to pull off and not easy to have a great vision in terms of what you want to do,” said Salpeter.

“There’s some great examples out there and some less good examples out there. We wanted to make sure that we really want something which was going to be authentic and genuine to the market. Unique as well and different. So this is something we’ve been working on for years. Certainly pre-pandemic. The idea was in St-Bruno, the South Shore, which is what we like to call the bread basket of Quebec in terms of a love of food where there is a tremendous number of food producers to really create one destination that speaks to all of that . . . We wanted to create a place where people would come and create memories. In order to do that it had to be much more than food. Food and entertainment. A place where you would have activation and event spaces and gathering spaces. And places where you can bring in different events throughout the year.”

CF Le Marché des Promenades
CF Le Marché des Promenades (Image: GH+A Design)

Salpeter said the shopping centre now becomes a morning to night destination.

“It’s unlike anything anybody has done across Canada. I would say that this puts it among one of the top food destinations that I’ve seen anywhere travelling,” he said.

“Obviously different than what we’ve done at CF but very much focused on looking at the opportunities we have with our retail centre and as we’re looking at our next steps, also looking at mixed use and we can densify and bringing in residential and bringing in office and bringing all these elements together. This becomes an incredible anchor and destination for all that.”

The following are the food partners in CF Marché des Promenades:

  • Avril Supermarché Santé
  • Saint-Houblon
  • 400 pieds de champignon
  • Beignes d’Antan
  • Brȗleries FARO
  • Canard Goulu
  • Edward Smoked Meat
  • Érablement bon
  • Fromagerie Boivin
  • La Galerie Des Viandes
  • Gaspésie
  • Jardins d’Émilie
  • Küto comptoir à tartares
  • Kolkata Express
  • La Bȇtise
  • La Pantry par Dany Bolduc
  • LApop
  • La tomaterie
  • Le Spot poissonnerie
  • Le Spot bistro
  • Le Local Dumpling
  • Les CocoNuts
  • Les Cochons tout ronds
  • Les Moulins La Fayette
  • Mercato Da Niccolò
  • Maison Alegria
  • Marché d’Émilie
  • Matcha Zanmai
  • Nature Zen
  • Pépin pressé
  • Praline & cie
  • Quai des glaces
  • Santito
  • SAQ
  • Signé Local
  • Sojami
  • Sous les oliviers
  • Treize Chocolats
  • Théophile Bar à vin
  • TOMMY café
  • Vin & passion
  • Vertuose
Leonard Givis
Leonard Givis

Leonard Givis, Project Director, GH+A Design, said Cadillac Fairview started entertaining the idea of bringing a market hall onto the property back in 2012. The idea returned in 2016 with the demise of Target stores in Canada.

“It also opened up an opportunity for Cadillac Fairview to repurpose that existing part of the property to bring the market in there. There were many different variations of what that could be and of course it is always looking at a balance of having some anchor in there, making it primarily food, bringing in a bit of a restaurant row component. Food and beverage. And also it being a showcase for the local foods and products and artisans within the region – bringing them all under one roof,” said Givis.

Jean-François Plante is CF’s new chef ambassador for CF Marché des Promenades. Plante, who has 35 years of experience, will offer onsite workshops and many other inspiring and complimentary activities throughout the year. He’s authored more than 10 popular cookbooks and Plante will be integrating local gourmet products from the market into ideas and tips for all levels of cooking enthusiasts.

Jean-François Plante
Jean-François Plante

“In a year like no other, where we feel disconnected from one another, food has the ability to unite and bring people together. The CF Marché des Promenades exemplifies a true gourmet destination where people can not only shop for food and groceries, but also reconnect and spend time together,” said Plante.

CF Promenades St-Bruno opened in 1978 and in the past six years CF has invested $178 million into the transformation of the centre, starting with $49 million in 2015 to renovate all common areas and a major modernization of its Dining Hall. CF invested $35 million was to transform the former Sears store, and introduce a new concept 53,700 square foot Sports Experts / Atmosphere, as well as a new 43,500 square foot WINNERS. CF also expanded La Maison Simons to create a two-storey flagship store.

Most recently, CF Promenades St-Bruno welcomed Tesla and its full scale retail concept to the centre.

  • CF Le Marché des Promenades (Image: GH+A Design)
  • CF Le Marché des Promenades (Image: GH+A Design)
  • CF Le Marché des Promenades
    CF Le Marché des Promenades (Image: GH+A Design)
  • CF Le Marché des Promenades
    CF Le Marché des Promenades (Image: GH+A Design)
  • CF Le Marché des Promenades
    CF Le Marché des Promenades (Image: GH+A Design)
  • CF Le Marché des Promenades
    CF Le Marché des Promenades (Image: GH+A Design)

Gap-Owned Athleta Enters Canada with Expansion Plans: Interview with GM Jenelle Sheridan

By
Mario Toneguzzi
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Athleta construction signage at Park Royal Shopping Centre (July 2021)
Athleta construction signage at Park Royal Shopping Centre (July 2021). Photo: Lee Rivett.

Retailer Athleta is expanding its presence in Canada by launching its ecommerce business and opening its first two Canadian-operated stores this fall.

Athleta, a performance lifestyle brand with a mission of empowering a community of active women and girls and part of the San Francisco-based Gap family of lifestyle brands, will open at Park Royal Shopping Centre in West Vancouver and Yorkdale Shopping Centre in Toronto.

Jenelle Sheridan

“Canadian customers are already engaged with our brand and there is demand for performance lifestyle product. Gap Inc. brands have been in Canada for over 30 years and recently Old Navy celebrated 20 years in Canada.  Being part of a portfolio allows us to leverage our sister brands’  existing infrastructure and platforms, which makes it easier and more cost efficient to launch, rather than starting from scratch,” said Jenelle Sheridan, VP and GM Athleta Canada.

“We will also be able to leverage customers across brands and tap into loyalty opportunities. We have an established and engaged customer base already in existence.  And we can leverage our existing Canada distribution centre in Brampton, Ontario.

“We know women in Canada are wearing active apparel – she’s hiking, swimming, and she wants a brand that has versatile product. The active apparel category continues to grow. Our brand values resonate with the Canadian market and align with their active outdoor lifestyle.   We believe our versatile, on-trend performance lifestyle product and our focus on wellness, sustainability and inclusivity resonates across cultures and geographies into the Canada market.  We are confident this decision will drive significant benefit to Gap Inc. in the next 10 years and help deliver on our Power Plan 2023 by attracting new customers and enduring relationships.”

Athleta
Image: Athleta (Gap Inc.)

Athleta was founded in 1998 as a catalog brand with a vision to provide products designed to meet the unique needs of athletic women. In 2011, it opened its first store in Mill Valley, California and in 2016, it launched Athleta Girl and its Power of She campaign. The Power of She campaign was aimed at creating a community of women and girls fueled by the core belief that alone they are strong, but united they thrive. In 2018, it became a B Corp reflecting its efforts to use business as a force for good.

Today, it has over 200 stores across the US.

Sheridan said the retailer is excited about arriving in Canada, “which is an important milestone in our brand’s history.”

“Athleta creates premium performance-lifestyle apparel designed by women, for women and aims to ignite a community of active, healthy and confident women and girls who empower each other to reach their limitless potential,” she said.

“Athleta is a female led, values and purpose-driven brand and that is the key differentiator from other retailers. This is seen in the breadth of inclusive sizing from XXS-3XL, versatile range of product, and being a women and girls only brand. Athleta is proud to be recognized for putting people and planet right up there with profit and became a certified B Corp in 2018.  Today, over 70 per cent of Athleta product is made from sustainable materials. We believe Athleta’s clear points of differentiation from the competition will be well received by Canadian customers.”

Future Athleta location at the Yorkdale Shopping Centre in Toronto, August 2021. Photo: Craig Patterson

She said the company will open its first store in Canada at Park Royal in West Vancouver at the end of September followed by Toronto’s Yorkdale Shopping Centre opening in November.

“Our stores are in exciting and premier shopping destinations and will be fully engaging expressions of our brand in their local communities,” she said.

“We’re committed to growing our Canadian business and are continuing to explore additional locations in the country and hope to share more news on our additional brick-and-mortar plans soon. We’re excited to launch ecommerce and then open our Vancouver store in September followed by Toronto in November.”

Athleta first announced its expansion into Canada in April as part of its growth plan to reach $2 billion in net sales by 2023.

Athleta
Image: Athleta
Mary Beth Laughton

“As part of our strategic growth plan to double net sales by 2023, Athleta is committed to investing in new access points to reach new customers, and our entry into Canada marks our first company operated model outside the U.S.,” said Mary Beth Laughton, President and CEO, Athleta, in a statement.

The company said ecommerce in Canada has been fast growing over the last two years and the COVID pandemic has further accelerated the channel’s growth. The women’s activewear category has grown 18 per cent versus the overall market decline of 1.8 per cent and the total women’s online market grew 29.5 per cent with women’s activewear online sales growth 46.7 per cent, reinforcing Athleta’s digital-first market entry strategy, it said.

Besides Athleta, the Gap umbrella includes the following brands – Old Navy, Gap, and Banana Republic.

Fiscal year 2020 net sales were $13.8 billion.

Last Minute Government COVID Mandates Putting Retailers in Canada in an Even Tougher Spot

By
Retail Insider
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Signage in The PATH - Photo by Dustin Fuhs

By Kyle Hall, CEO of INEO

Last New Year’s Eve, all liquor sales across British Columbia were shut down at 8 p.m. by a public-health order aimed at preventing the spread of COVID-19. Good intentions notwithstanding, the province waited until December 30 to issue the order, which gave restaurants, bars, and liquor stores less than 24 hours to make necessary adjustments. One of the unintended consequences was that retailers saw customers arrive earlier in the day and in greater numbers than usual as consumers rushed to make their liquor purchases before the cut-off time.

This could have been avoided if the provincial government had given businesses adequate notice of the impending order instead of springing it on them at the eleventh hour. If the provincial health authorities learned anything from this, though, the lesson seems to have been forgotten. The government recently reinstated mask mandates in all indoor public spaces—once again with less than a day’s notice given to the retailers who would ultimately be responsible for enforcing the mandate.

To complicate matters further, the mask announcement came immediately on the heels of the news that, starting in mid-September, B.C. would be rolling out a vaccine-passport program that would affect restaurants, fitness centres, and a number of other businesses. Adding the complexity of enforcing a mask mandate onto businesses when they had just started to think about how they were going to enforce the vaccine mandate has caused widespread anxiety in the retail industry.

Adherence to new rules takes time

The manner in which the government has announced its mandates has been fundamentally flawed. The vast majority of retailers are generally in favour of measures designed to mitigate the spread of the coronavirus, even when those same measures affect their livelihoods. New restrictions are understandable—even to be expected—as COVID-19 cases trend upwards again. However, businesses need more than 24 hours’ notice in order to come up to speed with these broad shifts in policy.

Store owners and managers need time to properly brief staff on protocols, and to gather and implement any additional resources they might require in order to adhere to new rules. A good example of this is proper signage at the front of the store to inform customers of mask requirements. When the rules change with little advance notice, putting up signage that contains up-to-date government messaging can be an extra challenge for retailers.

An increase in retailer anxiety

Most customers are aware of the ever-shifting rules, understand the rationale behind them, and are compliant with them. Occasionally, however, someone will react poorly, even aggressively, to being told they are unable to enter a store because of mask mandates. Retail employees generally have little to no training on how to handle customers who become belligerent or hostile, and this can increase anxiety among frontline staff.

Given adequate time to prepare for new mandates, retailers can prepare employees to defuse these potentially confrontational situations by arming them with the necessary messaging and a clear plan for what to do if a customer refuses to adhere to the restrictions. This is also where having proper and up-to-date signage can create a buffer between employees and irritable customers. When customers can clearly see the rules upon entering the premises, that can take some of the burden of enforcement away from employees.

Government has a duty to businesses 

The pandemic has been tough on businesses of all sizes, but—faced with lockdowns and reduced capacity—small businesses in particular have been left feeling abandoned and unsupported. It doesn’t help that these restrictions are mandated with no advance warning and little indication of what’s coming next.

The government has a duty to provide updates with sufficient notice, and to give businesses clear messages so they can quickly adapt to changing regulations. Public health departments can help alleviate much of the stress on retailers by providing them with such resources as easily reproducible, public-facing signs and graphics to provide clear guidelines for their customers. With mask mandates having flip-flopped multiple times during the past six months,  officials also have a clear responsibility to advise business owners on appropriate enforcement of restrictions.

Public safety is of the utmost importance, especially during a health crisis that seems to be constantly changing and evolving. By continually rolling out new mandates with little to no prior communication, the government is only making things tougher on retailers and the workers who are on the frontlines of this pandemic. To ensure the successful adoption of COVID protocols, and to protect retail employees from needless harassment, governments need to work with the retail industry.

After a year and a half of dealing with uncertainty, last-minute regulatory changes add an extra layer of unnecessary difficulty to the challenge of keeping a business afloat during a global pandemic. That difficulty could be avoided if public officials would provide retailers with clear signage, go-to messaging, and more than 24 hours of notice to adjust to the latest version of the new normal.

Kyle Hall

Kyle Hall is the CEO of INEO, a retail technology and digital advertising company that services businesses throughout British Columbia.

Five Key Emerging Retail Trends to Watch in 2022 and Beyond  

By
Craig Patterson
-

In the wake of the pandemic, and in a retail environment that has experienced profound upheavals, retailers are emerging stronger than ever by embracing new opportunities. Here are some of the most important emerging trends in retail to watch for and which will be explored at Retail Council of Canada’s STORE Conference, that will take place next week, September 13-16, 2021.

Customers value inclusivity and sustainability

To be seen as valuing employees and being sustainable, it’s not enough for retailers to put an “our people are our top priority” or “we’re green” label on their websites. Consumers are increasingly concerned about social justice and climate change, and they’re willing to change their loyalties to brands that are more in sync with their values. They want to see retailers take meaningful steps such as protecting mental health, hiring diverse employees, carbon labelling, comprehensive recycling, sourcing products ethically and fairly.   

In the opening session for RCC STORE 21, Walmart’s EVP, People & Corporate Affairs, Nabeela Ixtabalan, will discuss how one of the largest retail employers is adapting to the new normal and the future of work.  She will also be speaking with Arianna Huffington, Founder & CEO, Thrive Global and Chester Elton, author, speaker, organizational culture and employee engagement and leadership expert about the importance of mental health and wellbeing in companies of all sizes.

In the session A better world starts at home, Michael Ward, CEO and Chief Sustainability Officer at IKEA Canada, will talk about how the furniture giant is transforming to become more accountable and transparent while also offering furniture that is both more sustainable and more affordable. 

Adding value in the supply chain

Retailers depend on supply chains, and technology offers several ways to add greater value. While some innovations still seem futuristic, like using drones or autonomous robots for last-mile delivery, automation is clearly here to stay: Sobeys uses automated warehouse processes to power their successful Voilà delivery service.

In addition to using automation to streamline the way goods are handled, retailers can also use process automation to make smarter decisions and deliver greater value. Using the Internet of Things and RFID devices for product tracking and tracing gives retailers access to real-time data, for example, and combining this with tools for predictive analytics enables a more thorough understanding of KPIs. Automating documentation can also lower costs at every stage of the supply chain. 

At RCC STORE 21, John Thorbeck, Chairman of Chainge Capital, will talk about why supply chain models in the fashion industry are outdated, and how process innovation can accelerate sustainability.

Omnichannel transforms every stage of the retail experience

Omnichannel isn’t new – even before the pandemic, consumer behavior was shifting towards ecommerce. But when stores were forced to limit in-person shopping, online ordering and curbside pickup became a lifeline for consumers needing essential goods, and for the first time, omnichannel played a meaningful role in verticals such as grocery and home improvement.

Paul Martin, Chairman of the Global Retail Group and Head of Retail at KPMG UK, in his session at RCC STORE 21 Future of Retail: How to compete and win in a post-COVID world, will talk about how COVID-19 accelerated trends in retail and how the links between stores and their ability to sell products and services are unravelling. 

Why is it so important for retailers to build their omnichannel abilities? Omnichannel lets retailers meet consumer needs along every possible channel – in-store, online, or a mix of the two. Research shows a strong link between opening physical stores and increased traffic to online stores. In addition, as shoppers embrace shopping on social platforms such as Facebook and Instagram, retailers can use omnichannel to reach new markets.

In the session China’s New Retail, marketing expert and best-selling author Ashley Dudarenok will discuss the ways that China’s tech giants are using social media to transform commerce, not just in China, but around the world. 

Engaging customers with experiential retail

Another important trend that’s linked to omnichannel is experiential retail. With stores open again, consumers don’t just want to shop, they want an engaging, personalized experience. As customers travel through a store, omnichannel lets them use their smartphones to access product information, sign up for exclusive events, even order customized products for speedy delivery.

Today’s savvy retailers are using technology such as AR and VR to support personalized shopping experiences, both in-store and online. Customers can use “smart mirrors” to try on clothes virtually, for example, and smartphone cameras make it possible for shoppers to see how furniture will look in their own space. Retailers are also using technology to support the personalized experiences that drive loyalty: personalized assistance, events or classes that help consumers get the most out of their purchases, and access to exclusive offerings are just a few of the ways that retailers can inspire customers and keep them coming back.

This year’s RCC STORE conference features several exciting sessions about experiential retail: Greg Neath and Eunice Chan from TC Transcontinental will share innovative ways to use in-store signage and how retailers can use it to leverage changing customer behaviors, and Joel Gregoire and Carol Wong-Li from Mintel will discuss strategies that can help retailers and food and drink companies increase their connections with customers amid a retail landscape where perceptions of value are changing rapidly.

Technology helps staff deliver the competitive advantage

Experiential retail also highlights the ways that staff are a key competitive advantage. Whether customers are shopping in person or online, interactions with skilled and knowledgeable staff are essential. With technology, retail staff can access optimized data to deliver more personalized experiences. Technology also gives staff tools to support customers in their journeys across multiple channels.

At RCC STORE, Matt Stoll from Ceridian will talk with Best Buy’s Chris Taylor and Longo Brothers Fruit Markets’ Liz Volk about HR perspectives on technology in retail, challenges in recruitment, and how retailers can maintain their culture even when staff are working remotely. This session will also discuss recent research done by Best Buy which shows the correlation between their most engaged employees and their most profitable stores.

The retail industry is looking ahead to the future, and the brands that succeed will be those that find opportunities and build on their unique strengths to meet or exceed consumers’ evolving needs. Learn more about the next era of retail at RCC STORE, a fully virtual event held September 13-16, 2021.

Time is running out! Don’t miss Canada’s biggest retail event on the year. Visit https://www.storeconference.ca/tickets to purchase your tickets. 

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