BIRKS REBRANDS AS ‘MAISON BIRKS’ AND OPENS MONO-BRAND STORES AMID INCREASED COMPETITION

Date:

Share post:

Maison Birks, Mapleview Shopping Centre, Burlington Ontario. Photo: Maison Birks



Iconic Canadian jeweller Birks has just changed its name to ‘Maison Birks’, and it’s opening new boutiques carrying only Birks-branded jewelry. These moves are partly a response to increased competition within Canada’s premium jewelry market. 


The first “mono-brand” Maison Birks opened last week at Mapleview Shopping Centre in Burlington Ontario, and a second opens this week at Montreal’s Quartier DIX30. More mono-brand Maison Birks stores will follow. 


The new stores are relatively small. The Mapleview Birks is 1,385 square feet, and the Quartier DIX30 Birks is about 1,500 square feet. As a comparison, Birks’ largest stores are in the 15-20,000 square foot range.

New Maison Birks logo

Maison Birks has a new logo (inspired by a diamond – see above) and will commence a new advertising campaign. In addition, Maison Birks has launched 16 new jewelry collections that include bridal pieces featuring Canadian diamonds. Canadian diamonds have become popular in recent years and are being marketed by competitors including De Beers and Tiffany & Co. 


Speaking of Canadian diamonds, Canada’s fine jewelry market is becoming even more competitive. Tiffany & Co. has expanded substantially throughout Canada, opening both free-standing stores as well as smaller boutiques within several Holt Renfrew locations. Cartier is expected to open new Canadian stores including as many as two in Vancouver – one replacing an existing franchised Cartier store on Howe Street, the other possibly opening in Oakridge Centre. Diamond powerhouse De Beers will also open a store this fall in Vancouver, its first in Canada.

Maison Birks, Mapleview Shopping Centre, Burlington Ontario. Photo: Maison Birks



Fine jewelry competition will also come from the likes of Holt Renfrew, Nordstrom and Saks Fifth Avenue. Holt Renfrew will be expanding its jewelry offerings in order to carry more fine jewelry, while both Nordstrom and Saks Fifth Avenue will include fine jewelry departments within their new Canadian stores. Given this increased competition, Maison Birks will hopefully have found the right time to modernize its brand. 


Thank you to Retail Insider Ryan of blog http://immrfabulous.com for notifying us of Birks’ rebranding.


[Maison Birks website]

LEAVE A REPLY

Please enter your comment!
Please enter your name here

More From Retail Insider

Load more

RECENT RETAIL INSIDER VIDEOS

Advertisment

Subscribe to the Newsletter

Subscribe

* indicates required

RECENT articles

Dollarama Reaches 96% of Canadian Households: Survey

A new Field Agent Canada survey found that 96% of Canadian households shopped at Dollarama within the past 60 days, with strong appeal across income levels and growing visit frequency.

Shake Shack Canada to open first drive-thru location in Canada in Calgary

The first-ever drive-thru restaurant, expected to open this fall 2026 at 9253 Macleod Trail Southwest.

Consumer prices continue to rise: Statistics Canada

Excluding gasoline, the CPI still rose at a faster pace year over year in May (+2.2%) compared with April (+2.0%)

Leyad acquires the Bay Centre in Victoria

The Bay Centre is a trophy retail and mixed-use asset spanning an entire city block and serving as a cornerstone of the city's retail and pedestrian core.

Specsavers joins PC Optimum program

Specsavers says PC Optimum members can earn 10 points per $1 on eligible purchases nationwide, expanding its relationship with Loblaw.

Supply management costs $244 per person per year on average: MEI

By comparing the prices of dairy products, eggs, and poultry between Canada and comparable markets in the American Midwest, the authors were able to determine how much supply management adds to the cost of a typical Canadian grocery basket.

VistaPrint: 80% of small business owners are happier than being employees

VistaPrint found 80% of small business owners are happier than when they were employees, with 46% saying they’re much happier.

Retail theft in Canada is now a data integrity crisis—and retailers are missing the biggest risk

Most retailers are investing in guards, cameras and policy changes while ignoring the systems that actually track inventory and transactions in real time.

Cozey expands in the U.S. market with Chicago pop-up (Photos)

Cozey has opened a U.S. retail pop-up in Chicago’s Gold Coast, marking another step in its North American expansion.

Daily Synopsis: Jun 19, 2026

Canada's affordability crisis could fuel Zellers expansion, Putman floats rebrand in new Toys R Us court docs, Ottawa imposes surcharge on canned veggie imports, Burlington Ikea features Indigenous kitchen room setting, The Beer Store opening new stores after shutting others, Vancouver businesses struggle despite FIFA crowds, and other news.

Hermès to Open Standalone Store on Calgary’s Stephen Avenue

Hermès is planning its first standalone Alberta store on Calgary’s Stephen Avenue, exiting Holt Renfrew and reinforcing downtown Calgary’s growing luxury retail presence.

From The Desk: Canadian Retail Evolution Through Innovation, Expansion, and Experience

This week's retail news highlighted an industry balancing change and opportunity. From the end of a chapter in Canadian furniture manufacturing to major investments in luxury retail, experiential concepts, and new store openings, retailers continue to adapt to evolving consumer expectations and economic pressures.

The Hidden Cost of Grocery Promotions in Canada

Supplier-funded grocery promotions may be creating hidden costs throughout Canada's food supply chain. Sylvain Charlebois examines how these practices can affect prices over time.

Fuel boosts retail sales growth to $73 billion in April: Statistics Canada

The largest increase in retail sales in April was observed at gasoline stations and fuel vendors (+5.1%).

Palliser Sale Marks End of an Era for Canadian Furniture Manufacturing

Palliser Furniture's sale to MotoMotion ends more than 80 years of family ownership, raising questions about Canadian manufacturing, retailer relationships and the future of the iconic furniture brand.

Empire Co. Ltd. CEO Charts Growth Strategy with Discount Focus

Empire plans to open 70 new stores across Canada over the next three years, with more than 75% of locations focused on discount retail as the grocery giant expands FreshCo, pharmacy and wholesale operations.

Alibaba.com data points to rise in solo founders as AI tools reshape startup landscape

71 per cent of more than 15,000 applicants to its CoCreate Pitch competition identified as solo founders, up from 40 per cent a year earlier.

AI increasingly shaping Canadians’ purchasing decisions, National Bank survey suggests

39 per cent of Canadians have used generative AI tools to support a purchasing decision in the past year.

Uncertainty outweighing tariffs as top concern for cross-border trade: Purolator survey

Businesses are already experiencing measurable financial impacts from tariffs.

Factor Meals accelerates nationwide expansion with new “state-of-the-art” Distribution Centre in Calgary

Initially launched in 2022 to serve Ontario, Quebec, and the Maritimes, the Calgary expansion allows Factor Meals to seamlessly scale its dietitian-approved, chef-crafted meal deliveries from coast to coast.