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BRIEF: Boathouse Entering Quebec, Triple O’s Opening 30 Ontario Locations

Retail Insider Brief
Retail Insider Brief

Boathouse to Enter Quebec with Stores

Casual youthful multi-brand Canadian fashion retailer Boathouse will expand into the Quebec market this year for the first time with stores. The move signals confidence in the Quebec retail market as well as the importance of brick-and-mortar retail.

A lease has been signed to open a Boathouse store at the Promenades Gatineau near Ottawa in a space most recently occupied by Le Chateau, and more announcements will be made as the retailer ramps up its expansion in Quebec and the rest of Canada. We’ll be discussing the expansion more this month.

Exterior of Boathouse store. Photo: GL Smith
Exterior of Boathouse store. Photo: GL Smith

“We’re exited about going into Quebec. It’s been a dream for a long time,” said Janet Weatherhead, Director of Sales and Operations at Boathouse/Blackwell Supply Co. “Quebec wants the experience of brick and mortar. People want to come back to the malls and there’s no time like the present.”

“Everyone in our company feels blessed and has been so loyal. We’ve worked so hard through COVID and now the time’s right to expand,” she went on today.

Boathouse carries men’s and women’s clothing, and footwear and accessories from brands including Champion, Kappa, Volcom, Adidas, Billabong, Vans, Crooks & Castles, Nike, Tentree, and others.

The company was founded in Saint Catharines, Ontario in 1973 and now has over 80 stores across the country. Boathouse also owns Blackwell Supply Co. shoes which will also be discussed further in Retail Insider.

Triple O’s Enters Ontario with Plans for 30 Locations Over 5 Years

Exterior of Triple O's location. Photo: Triple O's
Exterior of Triple O’s location. Photo: Triple O’s

Ontarians are about to get a taste of Triple O’s, the West Coast restaurant specializing in burgers, fries, and shakes, as the company has announced its plans to launch six restaurants in the GTA in 2021/2022. When Retail Insider last reported on Triple O’s, the company had said that it was looking to open four locations in Ontario to start and the expansion is now ramping up after being delayed due to the pandemic.

The first Ontario location opened on March 2 in Mississauga’s Courtneypark, and it will be followed by a restaurant opening on Zenway Blvd in Vaughan this April. Triple O’s plans to open 30 locations in Ontario over the next five years.

The Triple O’s drive-thru restaurants will be located at Pioneer and Ultramar gas stations through the company’s existing, long-standing relationship with Parkland Fuel Corporation, as well as at free-standing Triple O’s locations.

Example of Triple O's menu items. Photo: Triple O's
Example of Triple O’s menu items. Photo: Triple O’s

Triple O’s is known for its 100% fresh Canadian beef burgers, served with a pickle on top. The company was founded in 1997 and now has 71 burger restaurants in Canada and Hong Kong.

Triple O’s is a spin-off of White Spot Restaurants, Canada’s longest-running restaurant chain and the country’s first chain of burger restaurants. Founder Nat Bailey started White Spot in 1928 as a traveling lunch counter in the back of his Model T Ford.

After the first two restaurant openings, subsequent restaurants will be opened in Toronto, as well as a second restaurant in Vaughan, and a Hamilton location. The company will also be operating its On The Go Truck, a 30-foot mobile restaurant serving its famous offerings. Triple O’s quick-serve restaurants will offer drive-thru, curbside pickup using the Triple O’s mobile app, dine-in service (once restrictions end), and delivery through SkipTheDishes and DoorDash.

Tendon Kohaku Opening 1st North American Location in Vancouver this Month

Exterior of new Tendon Kohaku location in downtown Vancouver. Photo: Martin Moriarty Linkedin
Exterior of new Tendon Kohaku location in downtown Vancouver. Photo: Martin Moriarty Linkedin

Tendon Kohaku, a Singapore-based chain restaurant focused on Japanese tempura dishes, is set to open its first North American location in Vancouver this month.

The popular Asian eatery has moved into the ground level of the Robson Court building at 840 Howe Street, at the corner of Howe and Smithe Streets in downtown Vancouver. Other lease deals executed include Station Square near Metropolis at Metrotown in Burnaby as well as at The Amazing Brentwood in Burnaby. Locations are now being sought in Coquitlam, Richmond, Surrey and other markets.

Kohaku is a joint venture from two giant Japanese food corporations: Nadai Fujisoba (the largest soba chain in Japan) and the Kings Know Group.

Kohaku’s first location opened in Singapore in 2016 and it now operates several other outposts in the Philippines and Malaysia too. Along with plans to launch in downtown Vancouver, Tendon Kohaku also has been listed as a planned tenant for Station Square in Burnaby.

More locations are planned. CBRE Vancouver’s Urban Retail Team is coordinating the expansion under the direction of Martin Moriarty and Mario Negris.

Sister brand Kokoro Mazesoba, which already has a presence in Vancouver, is also expanding with five recent deals in downtown Vancouver, Coquitlam, Station Square in Burnaby, The Amazing Brentwood, and another undisclosed location. Locations will ideally be in the 2,500-3,500 square foot range. The two concepts like to be paired together, according to CBRE, with locations close by or even in the same space with one kitchen for both concepts. A joint location for the two brands would ideally be in the 5,000-6,000 square foot range. Strong urban nodes with a high Asian demographic will be key and the concepts are expected to expand to other parts of Canada.

Holt Renfrew Announces Spring 2021 Campaign Starring Canadian Actor/Singer Jordan Alexander

Jordan Alexander for Holt Renfrew. Photo: Holt Renfrew
Jordan Alexander for Holt Renfrew. Photo: Holt Renfrew

Toronto-based large-format multi-brand luxury retailer Holt Renfrew has announced details regarding its Spring 2021 campaign starring Canadian actor and singer, Jordan Alexander.

Kicking off March 1, the campaign highlights Alexander in a photo and video series, styled in a selection of Holt Renfrew’s Spring collections. Alexander, a cast member of HBO Max’s Gossip Girl, is also featured in a campaign video, singing her rendition of Bruce Cockburn’s classic, “Lovers in a Dangerous Time.”

The theme of Holt Renfrew’s Spring campaign is Empowering Self-Expression, a celebration of the retailer’s updated Mission: to empower self-expression and ignite positive change. The video also features a group of Canadian dancers, shot in-studio against projections of local landmarks and scenes of nature from Calgary, Montreal, Toronto, and Vancouver. The dancers represent various disciplines and include: Esabelle Chen (Montreal), Kim Gingras (Montreal), Jay Musodi (Vancouver), Nneoma Oguejiofor (Toronto), Manushi Patel, (Toronto), Jordan Phouttharah (Toronto), Cameron Wilson (Toronto), and Jera Wolfe (Toronto).

Holt Renfrew customers across Canada can also participate in the Spring campaign by tuning into an live event on Holt Renfrew’s Instagram channel featuring a one-on-one conversation with Jordan Alexander and Tyrone Edwards, Co-Anchor, CTV’s ETALK, on Sunday, March 14 at 7 p.m. ET.

Because of lockdowns in Ontario, half of Holt Renfrew’s stores have been shut to in-person shopping since November 23rd. On Monday, lockdown measures are expected to lift with reduced capacity for Holt Renfrew’s Toronto stores (50/100 Bloor Street West and Yorkdale) and the Square One location in Mississauga. Holt Renfrew also operates large stores in downtown Vancouver and downtown Calgary as well as the beautiful Holt Renfrew Ogilvy store in downtown Montreal.

MONDAY Haircare Introduces Salon Quality Haircare to Walmart

MONDAY haircare line. Photo: MONDAY
MONDAY haircare line. Photo: MONDAY

MONDAY is the brainchild of New Zealand entrepreneur and beauty enthusiast, Jaimee Lupton, who was inspired to create a range of products that provide the benefits of salon quality formulations to all shoppers.

An explosive hit upon launch in Australia and New Zealand, MONDAY caused sellout in-store and newsworthy sales and after only six weeks on shelf, became the best-selling haircare collection in its domestic market. MONDAY has shipped over 2 million bottles internationally since launch in March 2020 and now Canadian’s can buy the affordable, yet luxury, haircare brand in Walmart and Shoppers Drug Mart.

MONDAY launches with four targeted ranges, each with a shampoo and conditioner featuring premium formulations with a focus on natural ingredients such as jojoba oil, shea butter, and ginger root extract. Engineered to perform better than leading salon brands, MONDAY’s formulations have been through seven stages of research and development.

The brand is cruelty free and sustainable. Bottles are proudly made with recyclable HDPE plastic and pumps are made with 100% recyclable plastic through the use of PP material, to minimize the brand’s carbon footprint and reduce landfill.

“The distinctive square shape is not just aesthetic – it means the bottles can be packed much tighter and more efficiently to distributors. All the labelling on pack is screen-printed straight onto the surface to avoid any glue residue left behind,” notes Lupton.

Flow Water Appoints New CEO

Mr. Maurizio Patarnello holding Flow products
Mr. Maurizio Patarnello holding Flow products.

Flow Water Inc., one of the fastest-growing premium water brands in North America, has announced the appointment of a new CEO, Mr. Maurizio Patarnello.

Mr. Patarnello will play a key role in scaling Flow to meet its goal of becoming one of North America’s premier sustainable mineral spring water and wellness beverage companies. Mr. Patarnello joins Flow after an impressive 27+ year career working for Nestlé, and during his tenure he assumed various positions of increasing responsibility around the world, including throughout western and eastern Europe, Asia, and the Middle East. In 2017 he was appointed CEO and Chairman of Nestlé Waters, a role that he occupied through the end of 2019.

He has dedicated the large majority of his career to the bottled water business, in which he significantly contributed to Nestlé Waters’ growth of iconic multibillion dollar brands such as Nestle Pure Life, Perrier, San Pellegrino, Acqua Panna, and Poland Spring. He is also a pioneer in the global consumer health movement from carbonated soft drinks to bottled water.

Flow Alkaline Spring Water.
Flow Alkaline Spring Water. Photo: Flow

“Just weeks after we announced our intent to take Flow public, it is incredibly energizing to have someone of Maurizio’s stature and expertise join the Flow family, and his leadership will help us accelerate our growth, hone our strategy and execution, and scale our business in North America,” Nicholas Reichenbach said. “I’m proud to have led Flow from its inception to being a high-growth company that is now ready to go public and am so grateful be able to hand the reins to such a seasoned executive like Maurizio, while taking on a new active role as Executive Chairman.”

“I am thrilled to join the highly professional and dynamic executive team and lead Flow with Nicholas Reichenbach and the Board, as we stand on the precipice of an important evolution of the company and of water and beverage aisles across North America. Flow has tapped directly into the modern consumer’s desire for high quality sustainable water and functional beverage products and is poised to be a market leader in the space. Accelerating Flow’s growth will be our main goal in the coming years. I expect great things to come,” says Patarnello.

District Ventures Leads $10 Million Investment in Plant-Based Technology Company

Outcast Foods 'Fruit Explosion' product. Photo: Outcast Foods
Outcast Foods ‘Fruit Explosion’ product. Photo: Outcast Foods

District Ventures Capital has announced an equity investment of $5 million in Outcast Foods, an innovative food technology company that diverts food waste from landfills and turns discarded fruits and vegetables into clean, nutrient-dense, sustainable food products.

BDC Capital also participated in the financing round and matched the $5 million investment for a combined total of $10 million.

Established in 2017 by serial entrepreneur, Dr. Darren Burke, and former NHL forward, TJ Galiardi, Outcast tackles the growing global issue surrounding food waste in both a unique and sustainable way. Utilizing rejected, surplus, or past-date fruits and vegetables from local farms, food processors and grocers, Outcast’s innovative food upcycling technology creates high-quality products with its own line of ‘Plant-Strong’ upcycled protein powders and dietary supplements, in addition to providing its plant-based ingredients to a variety of industries including cosmetic, agriculture, and pet food manufacturers.

Outcast Foods 'Super Greens' product. Photo: Outcast Foods
Outcast Foods ‘Super Greens’ product. Photo: Outcast Foods

“We saw the giant issue of food waste as an opportunity to create a new category in the growing supplement industry. All we needed to do was figure out how to transform waste stream food into high purity, nutrient-dense, long shelf-life natural health products,” said Dr. Darren Burke, Co-Founder and CEO of Outcast Foods.

“We have created a win for everyone in the supply chain with Outcast. Retailers not only cut costs associated with hauling unsold produce away to the landfill, but there’s also a reduction in carbon footprint, and customers enjoy delicious and sustainable products. We’re ready and excited to scale our operations with our new partners,” added TJ Galiardi, Co-Founder of Outcast Foods.

Outcast currently partners with multiple grocers, manufacturers, and farmers across Canada who supply an average of one million pounds of daily food waste. Regarded as ‘first-to-market’ in the upcycled food category, the company currently operates from its facility in Dartmouth, N.S. with plans to scale significantly in 2021.

Read More Briefs From Retail Insider:

Retail Staffing in Canada: Why CERB Worked and EI Does Not (OpEd)

Retail worker using smart device
Retail worker using smart device

By Suzanne Sears, Best Retail Careers International Inc.

Retailers in Canada are completely baffled. There are so many jobs out there and so few applicants. How can this be? Let me break it down for you as a retail recruiter and share what I am hearing in the field.

No, it is not that retail staff are so lazy that they want to sit at home. Everyone has “stayed home” to death. They would love nothing more than to be back at work, having a life.

The Obstacles

When CERB was in place we saw relatively little resistance to returning to work. Seem counterintuitive? Not really. If you took a job and the retailer got shut down two weeks later, CERB funds came within days. CERB was an insurance policy that gave workers the steps to risk taking a job.

Suzanne Sears

Risk taking a job? Here is why. If staff manage to jump all the hurdles to receive EI including the wait times and then go back to work and drop off the program, how long does it take before they see money again? It could be weeks in some cases, waiting for termination documentation etc — basically waiting for the slow wheels of EI to kick in, assuming they make no errors.

Now if you start a job, you won’t see pay for two to four weeks from the employer and EI will kick you off fairly quickly after $1,000+ in earning.

That leaves a wage gap of roughly four and sometimes six weeks to risk. A single mom with a not-so-stable school system as her only child care resource now has to face a month or more of no money to live on.

Now let’s calculate the risks. That same woman might only earn $14 per hour. That is roughly $29,000 per year, less around 23% off the top for taxes. Effectively, that’s just a few hundred dollars more than EI, but now with the expenses of work which include transportation, lunches, clothing, and after-hours sitters.

Well, perhaps even the mental sanity of going back to work is worth this. Hold on. Here comes school lockdowns again! Whoops, sorry, the province is moving back to lockdown. All these plans made and expenses put up out front for two weeks work? Would you take that risk? Start the gruesome EI process all over again?

The core problem is that the minimum wage is too low. We see the American Walmart organization raising minimum wages to $15 USD or about $20 per hour CAD. That is a long way from $14 per hour in Ontario, and even less in other provinces.

The minimum wage is too low to make those core front line jobs worth taking during a pandemic with EI as the back up plan.

CERB, far from creating a lazy class, actually was insurance to encourage people to take those jobs. It would come soon enough to be a rescue plan. We saw great hiring during CERB in retail.

We saw hiring plummet in recent months for even retailers who could stay open with large vacancies.

Add to this the general contempt workers feel for EI, many simply take a swerve altogether to work off the grid.

The switch to EI was to ensure the few fraudsters didn’t get CERB who did not qualify. There was no massive fraud. There were a few bad actors here and there.

Instead, we reactivated the massive, expensive, and ineffective machinery of EI to police the payments.

Then there is the habit of retailers to take people on with uncertain scheduling and hours. The job might be 40 hours one week, then 15 the next. On top of that – no sick pay. If you go to work and get sick, you are doomed financially.

Retail itself has to shift to a living wage and guaranteed hours and sick pay — a tall order during a pandemic. The resistance to pay employees more has put retailers into a challenging situation.

Retail minimum wage workers are voting with their feet. It is too financially risky to accept a minimum wage job right now.

We should be calling on the government to reinstate CERB, mandate sick pay, and raise the minimum wage like what retailers in the United States are doing. The results speak for themselves.

Suzanne Sears is the President of Best Retail Careers International and Luxury Careers Canada.

Canadian Retail News From Around The Web For March 4, 2021

Canadian Retail News From Around The Web

Top Stories: National

Central/Eastern Canada News

Western Canada News

Walmart Canada Accelerates E-Commerce Expansion with 1st In-Store Fully-Automated Fulfillment Centre

Exterior of Scarborough Walmart Supercentre. Photo: Walmart
Exterior of Scarborough Walmart Supercentre. Photo: Walmart

Walmart Canada is accelerating its e-commerce business as construction has started on its first fully-automated market fulfilment centre inside the Scarborough West Supercentre (1900 Eglinton Ave E.).

The retailer said the 22,000-square-foot space will automate online grocery picking and dispensing with picking speeds up to six-times faster than manual store picking and the new space will also feature a first for a big grocery retailer in Canada: automated kiosks that serve as vending machines for online grocery orders and can serve up to five customers simultaneously.

Horacio Barbeito

“We are on a journey to be the number one e-commerce retailer in Canada. Our customers want choice of service and we see the demand for online shopping continuing. We are ramping up our e-commerce offering with a focus on speed, accuracy and service,” said Horacio Barbeito, President and CEO at Walmart Canada, in a statement.

The company said customers will be able to drive up to a dedicated parking spot, enter a code and ordered items will appear in less than two minutes, ready to load into their cars. The new space, a partnership with intelligent automation provider, Dematic, will open later this year.

Walmart will be expanding grocery pickup service to 60 more stores this year, which will mean that 85 percent of Walmart Canada stores will offer grocery pickup services.

“Innovation is not a department, it’s a mindset and one everyone at Walmart Canada takes very seriously because that’s what our customers want. We are a business that is focused on innovation so we can stay at the forefront and deliver for our customers every single time they choose Walmart,” said Sam Wankowski, Chief Operations Officer at Walmart Canada

Interior of Walmart’s new fulfillment centre in Scarborough’s Walmart Supercentre. Photo: Walmart

In Quebec and Vancouver Walmart recently launched grocery delivery where products are picked by Walmart staff — this concept will be expanding to Ottawa, Calgary, Edmonton, and Winnipeg later this year. It is also expanding partnerships with third party partners such as Cornershop and Instacart to serve more customers and increase fulfillment speed.

Sam Wankowski

It is offering an expanded assortment of general merchandise and apparel available for customers to shop online for on-demand fulfillment at the same everyday low prices (as much as 20 percent increase in items).

Piloting “ring scanner” technology will be in stores, allowing associates to pick and scan items faster by working handsfree.

It is also doubling the number of stores offering “ship from store” to 30 locations. These stores ship items directly to customer homes from a store – not from a fulfilment centre, speeding up the delivery for customers.

The company said its acceleration of e-commerce is part of its $3.5 billion investment over the next five years to make the online and in-store shopping experience simpler, faster, and more convenient for Walmart’s customers.

Saeed Anslow, Senior Director OMNI Channel & Online Grocery for Walmart Canada, said 2020 was an interesting year with a big acceleration of the e-commerce business.

Saeed Anslow

“We’re really trying to build on the momentum that we saw in 2020 and accelerate our plans for this year. We know the customer is going in this direction and we really want to be there for the customer,” said Anslow. 

“We really see the store as the real competitive advantage for us and we really want to use the store footprint. We will have lots of different models  and versions out there depending on the particular market the store is in.”

Dematic Account Manager, Christoph Buchmann, who has been working closely with Walmart on this project, said Walmart is a market leader, and in many ways paves the path of innovation for retailers by demonstrating what the future will look like in the industry.

“It is a privilege to partner and work with the company as we share their vision for the future of retail. Micro-fulfilment is a paradigm shift and Walmart has its eyes set on the future,” he said

“Micro-fulfilment focuses on the customer experience. With Dematic’s technology, Walmart will be able to create a new and enhanced customer experience for online grocery shopping, providing unrivaled levels of convenience, speed, and customization. With Dematic’s micro-fulfilment solution, they also will be able to provide a whole new curbside pick up experience to customers, which will be unique in Canada. By leveraging automation within their omni-channel strategy Walmart will boost productivity and reduce the cost of order fulfilment.”

Montreal Retail Struggles Amid Lockdowns and Consumer Shifts: Expert

Aldo, Vans (1334 Saint-Catherine St W), Steve Madden. PHOTO: MAXIME FRECHETTE

There’s no sugar coating the situation when it comes to the Montreal retail real estate market.

“It’s depressed,” said Tony Flanz, President of Montreal-based Think Retail, which consults and represents international, national, and regional retail chains. It also specializes in tenant representation with some landlord mandates.

“If you look 12 months ago, there was a recent article in the Montreal Gazette talking about downtown Montreal a year ago and how it was still vibrant. And today as they look downtown the population has diminished significantly because certainly the offices are not populated. The universities are stay at home and work from home. There were so many stores that were closed that there certainly was no activity.

“And the policy of the Mayor here who has greatly impacted the circulation of the downtown roads has made it very difficult for people to even get downtown. So the Montreal market over the last 12 months has been deeply impacted by COVID and it’s really being Montreal and Toronto as the two largest markets in the country as having been closed.

“There’s so many mandated closures in those markets that there’s a lack of liquidity amongst retailers and that deeply impacts expansion plans for those retailers who want to open additional stores here.”

Retailers in Montreal are also having issues with stock and getting it from Asia. That has delayed certain top line opportunities for different retailers and it has become a major concern as people don’t know how much to order because they’re not sure how they will compare against last year’s lower levels.

“So there’s many unknowns and we haven’t been graced with many retail openings in the last 12 months in this province,” said Flanz, adding there is some growth in the retail market but not in those categories that facilitated expansion previously.

Old Holt Renfrew store on Sherbrooke St. PHOTO: MAXIME FRECHETTE

“The apparel category is not at this point expanding other than to do pop ups. Our home wear clients are doing fantastic. They’re comping up from the previous year. But the overall market is very depressed at this point. And landlords in the regional malls are becoming a lot more creative when it comes to deal terms to try and fill their spaces because there’s a lot of empty spaces now in Montreal.

“Those landlords who have open air centres have good demand. So it’s almost a dichotomy. A tale of two cities. You have the regional malls where the landlords are being incredibly creative and you have the open air centre landlords who have maintained demand.”

Flanz said it’s a tough time to be in real estate in Quebec right now because there’s not the pipeline in retail at the moment to backfill the empty spaces.

“We have clients from Europe who are now waiting for the borders to open and they’re ready to open stores in Canada and they’re targeting fourth quarter now for these openings,” he said. “I’m not permitted to mention names but we have a client base in Australia, a client base in the UK, making their Canadian market entries later this year subject to the borders opening.

La Baie d’Hudson 585 Saint-Catherine St W. PHOTO: MAXIME FRECHETTE

“There is some good news and the more that the retail outlets are open, the better that is for the economy.”

Flanz noted that there are some “really great” residential projects in Montreal as well as The Bay’s redevelopment.

“We will have some very good successes in the mid-term which I think will really rejuvenate the downtown core but unfortunately it’s short-term pain for long-term gain.”

Canadian Retail News From Around The Web For March 3, 2021

Canadian Retail News From Around The Web

Top Stories: National

Central/Eastern Canada News

Western Canada News

Edgy Men’s Fashion Brand ‘Psycho Bunny’ to Open Canadian Stores

Exterior of Psycho Bunny store in the US. Photo: Psycho Bunny
Exterior of Psycho Bunny store in the US. Photo: Psycho Bunny

Edgy New York City-based mens fashion brand Psycho Bunny is looking to enter the Canadian market by opening physical stores. The retailer has retained a brokerage to spearhead the expansion, which is good news in terms of the outlook for brick-and-mortar retail at a challenging time for the retail industry.

The brand was founded in 2005 by Robert Godley and Robert Goldman, and is known for its hand-finished polo shirts with mother of pearl buttons that are made in Peru. Clothing is adorned with the Psycho Bunny logo which consists of a maniacal-looking rabbit over a skull and bones insignia.

Psycho Bunny’s colourful stores house an assortment of fashions including t-shirts (priced at $45-$65 USD typically), polo shirts (priced $85-$125 USD), jackets ($135-$220 USD), pants ($105-$155 USD), and other categories including accessories and footwear. Styles are preppy but with an edge.

Psycho Bunny is seeking retail spaces in the range of 1,000 to 2,000 square feet and is targeting shopping centres, high streets, and lifestyle centres in Canada. New storefronts incorporate a prism store window composed of dichroic glass panels along with storefront panels in transparent film which allows visual access from the outside. Inside, a neon bunny sign is integrated into a merchandise gallery wall and an LED wall which displays branded content from behind the cash wrap.

Jeff Berkowitz of Aurora Realty Consultants is representing Psycho Bunny in its Canadian store expansion.

In the United States, Psycho Bunny operates 10 stores in Atlanta (Lenox Square), Dallas (NorthPark Mall), Las Vegas (Forum Shops at Caesars), Hollywood, Florida (Hardrock Hotel/Casino), Miami (Aventura Mall), and has outlet stores in Riverhead NY and in Orlando FL. In November, Psycho Bunny picked up the pace of its expansion in California by opening a 1,250-square-foot storefront at Westfield Century City in Los Angeles, a 1,200-square-foot location at South Coast Plaza in Orange County, as well as at Westfield Valley Fair in San Jose. This quarter, the brand is expanding further by opening new stores in San Francisco and in Paramus, New Jersey.

It’s not yet known where in Canada Psycho Bunny may look to open stores. In the United States, the brand appears to have opened in leading shopping centres and in high-traffic locations like casinos. One might expect top malls such as the Yorkdale Shopping Centre in Toronto and CF Pacific Centre in Vancouver to be targets for Psycho Bunny locations, for example.

Psycho Bunny already has wholesale distribution in Canada through unique independent retailers. Those include Gotstyle and The Coop Ink. in Toronto, Jeff’s Guy Shop in Burlington, Club Uomo and Alton Gray in Montreal, and at Mangos in Victoria. The brand was carried at Nordstrom in Canada in years past. The direct-to-consumer store expansion will grow Psycho Bunny’s presence in Canada and it’s unknown what wholesale distribution the brand will have in the country as standalone stores begin opening.

How a Small Retailer in the BC Interior Amassed Over a Million Social Media Followers in 4 Months

'Hot Boss' Rhylan Streloff and Madicyn Dobie. Photo: Abbotsford News
'Hot Boss' Rhylan Streloff and Madicyn Dobie. Photo: Abbotsford News

A small clothing retailer in Trail, B.C., is setting the social media world on fire as a clear example of how to think outside of the box and grow business through a strong digital presence.

JJ’s Fashions, which has been operating since 1973, has amassed a stunning just shy of 1.5 million followers on TikTok with its “Hot Boss” segments with female employees swooning over their boss Rhylan Streloff, who manages the store, which is about 1,800 square feet at 1330 Cedar Avenue.

“It basically started as a one-off spoof. We were basically brainstorming ideas on how to grow our Instagram account. Our Instagram is shopable, linked directly to our website. We were trying to figure out ways to drive traffic to our Instagram page and one of the young girls that worked here told me that TikTok would be a great way to do that. So she started a TikTok account for us and then started making videos,” said Streloff.

“The videos are not related to selling anything really. They’re more around the idea of me being the hot boss and the relationship my employee and I have and how she reacts to her boss being hot. So it’s a little awkward but it’s more along the entertainment side of things.”

JJ’s has 28.6 million Likes. Views on videos are well over 100 million. On the Instagram account, it has 73,000 followers. Streloff’s personal Instagram account has 180,000 followers. Employee Madicyn Dobie’s Instagram account has about 25,000 followers.

“The reach is pretty staggering. This is all within four months. That’s the crazy part of TikTok. It’s dumb luck a lot of it to be honest with you but we found something that people liked and we’re just always trying to learn from the videos that get views, what people like, and trying to figure out what the algorithm likes,” said Streloff.

“Our first video was definitely a fluke but we pay attention to it closely and kind of figure out what works for us and what doesn’t and I think we’ve kind of found a weird little niche that’s working. The reach is just astounding. It’s crazy for me because when I started trying to develop our Instagram account it was an absolute grind — the following, the Likes and Commenting, trying to build your following organically through Instagram with hashtags is a very slow and tedious process. TikTok is wild just how fast it will grow. I’ve seen my account jump 30,000 followers in a couple of days when we have a good video that goes viral.”

Streloff’s grandparents first established the retail store as Kootenay Clothes Closet. His father took it over for awhile as well as his uncle.

Exterior of JJ's Fashion store. Photo: Google Images
Exterior of JJ’s Fashion store. Photo: Google Images

“We’re just like a standard retail clothing store. We do women’s and men’s. We have everything from sportswear, accessories, and menswear — men’s casual, men’s formal. We kind of try to hit everything from the young crowd of anywhere from 14 all the way up to the older crowd. I’d say our main customer base is from 20 to 45,” said Streloff.

He said social media is a great tool for retailers to grow their business.

“We’re having a lot of fun. There’s a lot of energy behind it. A lot of momentum. It’s really exciting to see. It’s a life changing thing. We were all of a sudden able to turn this tiny little business that was struggling to keep the lights on into something that is limitless. There’s a lot of room for growth here and it’s just really exciting to be part of,” added Streloff.

David Nagy, founder of eCommerce Canada, said TikTok, and other social platforms, offers a “level playing field” for small brands like JJ’s Fashions to compete with large brands that have deep pockets for marketing.

“TikTok stands out as a content creation platform, perhaps more so than any other social channel. It is fundamentally entertainment and you need to think about that when you create content for it,” he said.

“Creativity and storytelling are at the core of any great brand initiative and JJ’s has nailed this. They aren’t pitching, they aren’t selling. They’ve created a story related to the day-to-day existence in the shop – and it resonates because it’s real, it’s funny and it entertains us.

@jjs_fashions

You ask we answer 😉 #hotboss#shoplocal#familybuisness#smallstore#hottestboss#hotbossesoftiktok#caffeine#suits#ComfortFood#GoodMorning#MakeItVogue

♬ original sound – JJ’s Fashion

“Does that mean this is easy? Heck no! Creativity is hard. You have to be in the moment and recognize when something has a good feel to it that others will enjoy. Executing that vision is the next challenge. I actually don’t believe that this is the domain of marketers. I think a good TikTok ‘marketer’ is a really creative person who uses the platform a lot and understands it’s toolkit. TikTok and platforms like SnapChat aren’t really something that you can conceive material for if you don’t use them regularly.”

Does an example like JJ’s Clothing turn into commerce? Well, it’s possible, but that shouldn’t really be the purpose of this type of concept, explained Nagy.

“What they should hope to achieve is a big bump in awareness that translates into an increase in trust and affinity of their brand. It’ll be important to piggyback off of the traction they’re getting today and ensure there’s a next step in this concept to continue to develop that customer journey. Without some semblance of an ongoing engagement strategy, a brand’s success can be pretty short-lived and amount to ‘five minutes of fame’,” said Nagy.

“Eventually, the transition to a place where you can nurture and track a customer relationship is still important. Your email list, your website, even brand searches on Google. These are still places where you can better control the conversation and nurture your relationships because you have more access to data and better ability to affect the User Experience.

“So, while TikTok is a wonderful place to create top-of-funnel awareness, always consider how you can progress that customer journey by leveraging that awareness into visits to other social channels, your website or even your physical storefront. One day soon, platforms like TikTok may become commerce behemoths, but today your focus should be about creating entertaining and authentic experiences that help you be discovered by new people and existing audiences alike.”

Canadian Retail News From Around The Web For March 2, 2021

Canadian Retail News From Around The Web

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Landmark Mixed-Use Development in Toronto’s Rosedale Area to Feature Unique Retail Component

Rendering of 1140 Yonge Street. Designed by Audax for Devron Developments. Rendering: Urban Toronto
Rendering of 1140 Yonge Street. Designed by Audax for Devron Developments. Rendering: Urban Toronto

A landmark mixed-use project in an affluent part of Toronto will involve redeveloping a retail space most recently occupied by a Staples store. Proposed to replace it includes a stunning luxury condominium apartment building that will feature commercial space at its base.

A proposed 13-storey residential building with 66 condominium apartment units at 1140 Yonge Street will include three luxury townhouses facing Marlborough Avenue. It will be built above the facade of a commercial space that was originally constructed as a showroom for luxury automobile maker Pierce-Arrow.

Devron and Constantine Enterprises Inc. partnered to develop the property, and Audax Architecture and ERA Architects Inc. are behind the design, including the new tower and the restoration of the facade to its original state.

The vision for 1140 Yonge’s commercial podium, according to the developers, is to serve as a “front porch” for the Summerhill and Rosedale communities. A restaurant space is proposed at street-level with high, arched windows — a patio space on Marlborough Avenue will create a transition from Yonge Street to the adjacent low-rise neighbourhood. The goal is to reanimate the streetscape and provide a more vibrant pedestrian experience compared to the current big-box store format that has operated for years.

The developers say that 1140 Yonge will be “one of the most iconic buildings in the city, at one of the most iconic intersections in the city; one that will celebrate and enrich the property’s heritage, reach for the highest sustainability standards”. It will become the first Passive House condominium in Toronto.

The architecture of the residential building will be inspired by the heritage facade at its base. A stone facade will create a sense of prominence and prestige for the building which would feature apartment condominium units ranging from one-bedroom and spanning about 1,000 square feet to two massive penthouses at the top of the building.

Across the street is a unique retail property referred to as the ‘Five Thieves’, featuring several upscale businesses in restored heritage buildings. A block north is a stunning LCBO store that was once a train station.

Map of the surrounding area. Image: 1140Yonge
Map of the surrounding area. Image: 1140Yonge

The project is a good sign for the area. Prices for the condominium units are expected to be in the millions of dollars. Other nearby projects with pricey units further solidify the desirability of the area which also includes neighbourhoods with substantial houses and townhomes. The historic and wealthy Rosedale neighbourhood is located on the east side of Yonge Street while the upscale Summerhill neighbourhood spans westward.

The Pierce-Arrow showroom was built at 1140 Yonge Street in 1930 and the retail space remained operational until the Pierce-Arrow brand was discontinued in 1938.

The building’s history is interesting. After being used as a showroom for luxury vehicles, 1140 Yonge Street became a warehouse after World War II until it was acquired by the Canadian Broadcasting Corporation (CBC) in 1954. TV shows produced here include North America’s longest running television quiz show, Front Page Challenge (1957-1995), the Wayne and Shuster Show, the Tommy Hunter Show, and children’s TV show Mr. Dressup, among others. The CBC made alterations to the exterior of the building to facilitate filming. In 1991 after CBC relocated to a single downtown production facility, retailer ‘The Business Depot’ moved into the space that was later rebranded as Staples.

Part of the existing Staples store building is being marketed for lease for up to a two-year term. The southern half of the former store, spanning about 8,000 square feet on one level, features 35-foot ceilings facing Yonge Street and a 14-foot ceiling further in. A total of 20 parking spaces are available, as well as a loading dock. The northern half of the existing building will become a sales centre for the proposed condominium building. The south retail space is being marketed by brokerage DWSV under the direction of David Wedemire, Stan Vyriotes ,and Vanessa Lynch.