Atelier New Regime Opens Unique 1st Freestanding Store [Photos]

Retail industry news delivered directly to you. Subscribe to Retail-Insider.

Montreal-based men’s street wear fashion brand Atelier New Regime has opened its first brick-and-mortar store in Montreal’s St. Henri area. Located at 4632 Notre Dame Ouest, the store’s interior is almost completely orange in colour. 

The edgy, youthful brand was founded in Montreal in 2009 and is owned by a three-man team — Setiz Taheri, Koku and Gildas Awuye. Much of its product is branded and until last week, was only available at a number of retailers through Atelier New Regime’s wholesale channels. Recently, the brand teamed-up with Montreal retailer Off the Hook on an all-velour capsule collection, for example.  

The new Montreal store measures about 600 square feet, according to Mr. Taheri, and is in a retail space that was formerly occupied by a tailor who retired after 25 years. The store’s facade will continue to feature orange-covered windows for the next two weeks to continue to build interest in the area. Contractors involved in the store’s construction were a collective by the name of Les Projets Deraspe, said Mr. Teheri, and the racks, hangers and furniture were custom made by Montreal-based The Make Co.

Farla Efros, President of leading retail consultancy HRC Advisory, said that the bold colour combination will stand out and draw in Millennials and those classified as ‘Generation Z’. These youthful consumers will in turn Tweet, Snapchat and Instagram about the store. She thinks that the new store will draw curiosity and help establish a new customer base, while also noting that Montreal is a city which has spawned many successful designers and retail concepts. 

Atelier New Regime

Although there are no immediate plans to expand by opening new freestanding stores, Mr. Taheri said that Atelier New Regime will continue to expand its wholesale distribution Canada-wide. 

Montreal’s working-class St. Henri area hasn’t been traditionally an address for retailers, though that appears to be slowly changing. The centrally located neighbourhood is just west of downtown Montreal, and is directly south of affluent Westmount

All photos are via Atelier New Regime. 

Atelier New Regime
Atelier New Regime
Atelier New Regime

Article Author

Craig Patterson
Craig Patterson
Located in Toronto, Craig is the Publisher & CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

More From The Author

Van Cleef & Arpels to Open Standalone Store on Toronto’s Bloor...

The store will be steps away from Birks which currently houses a Van Cleef & Arpels boutique, and is part of an investment by parent company Richemont to open standalone stores in Canada.

Escada Shuts Remaining Canadian Store and Exits Market After Decades 

The iconic brand once had beautiful stores across the country and was worn by many affluent women. 




Please enter your comment!
Please enter your name here

- Advertisement -

Latest Stories

Follow us


all-time Popular