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Deciem Continues Rapid Store Expansion [Photos]

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Toronto-based Deciem, the self-proclaimed “Abnormal Beauty Company”, has leased several more retail spaces in the Greater Toronto Area as it expands its Canadian operations. The company is also expanding globally at a rapid rate. 

Three Toronto Deciem locations are now open. In July of this year, the company opened its first freestanding location in the world at 881 Queen Street West, now considered to be the brand’s flagship. Two more locations opened over the summer, both in unique locations. A store in the city’s Cabbagetown area is located at 242 Carlton Street (near Parliament Street), and another opened in the city’s iconic Kensington Market, at 285-A Augusta Avenue over the summer as well.

Deciem is confirmed to have leased two more GTA locations — one in the city’s affluent Yorkville area, and one at Square One in Mississauga. The Yorkville store will replace women’s fashion retailer Quasar Mode, located on Bellair Street beside the TTC ‘Bay’ subway entrance within the 1240 Bay Street commercial building (north of Harry Rosen‘s massive Bloor Street flagship). Square One will mark the brand’s first Canadian boutique within an enclosed shopping centre, as Deciem selects storefronts to help it gain brand awareness. 

Stan Vyriotes and David Wedermire of DWSV Remax Ultimate Realty Inc. are representing Deciem in its Canadian expansion negotiations, as well as selected international markets. 

Deciem has also opened a store location in Seoul, South Korea, and will soon open units in Melbourne and Sydney, Australia. 

Deciem was founded by Brandon Truaxe in 2013, and its products are carried at more than 20,000 stores in 18 countries. The United Kingdom is currently Deciem’s largest market (in the summer, only about 3% of its sales were in Canada), though that will increase as it opens more stores. Deciem features nine beauty brands under its corporate umbrella, ranging in price-point and focus. 

Earlier this summer, we reported that the company is looking to expand globally into the UK, United States, Spain and Mexico, among other countries. Mr. Truaxe said that he’d like to have multiple locations in each major city that Deciem enters. “Toronto and all of Canada are high priorities for us in terms of retail expansion partly because Canada is our home and partly because the Canadian retail landscape in beauty is dysfunctionally behind the times” he said.

Mr. Truaxe explained that he’s looking to expand the brand “opportunistically”, and that part of the company’s strategy is to gain brand awareness from establishing several store locations in each city, before moving into new markets. He explained that storefronts also act as ‘advertising’ for the brand, as well as providing a comfortable environment for consumers to become educated on its products. 

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, former lawyer 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.

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9 COMMENTS

  1. There is a truly beautiful freestanding "Bite" (Beauty Lip Lab) boutique on 678 Queen St. West. Bite-Beauty is a Toronto based cosmetics company under "Kendo" Group (subsidiary of LVMH).

  2. I’m interested in reading about Deciem, and am pleased that Retail Insider is covering it, but everytime you do an article I am flabergasted at how awful the Deciem website. Style at the full expense of user friendliness/substance.

    • Consonant Skincare (Another, Toronto based start-up) is a pioneer of them all. Consonant Skincare’ products are available at various world renown "beauty" (e)-shops including Sephora and it’s even available at Costco and shares the beauty shelfs of Costco alongside with luxury skincare brands like La Prairie, Creme de La Mer, Sisley (Paris), SK-II a few luxury brands to mention.

      Toronto based theDetoxMarket is also rapidly expanding not only here in Toronto but in the USA as well.

      We hope that, Retail-Insider will publish an article from another Toronto based brand "VITALY" which has opened a flagship store on Queen St West in Toronto.

        • Well, best of luck to "VITALY" brand.

          South Korean skincare and cosmetics companies like Innesfree and Misha are concidering to open directly operated stores free standing store in Toronto and Vancouver in near future!

          In 2014 a Vancouver based entrepreneur had desire to open a freestanding Innesfree shop in Dowtown Vancouver on franchise terms but was denied by Innesfree.

          YESStyle.com from 2014 to 2015 sold more $46 million USD worth of goods to Canadian consumers. More then 64% were skincare and cosmetics of South Korean origin.

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