Inside Strellson’s New Yorkdale Store [Photos]

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Upscale Swiss men’s fashion brand Strellson has opened its fifth freestanding Canadian location at Toronto’s Yorkdale Shopping Centre. The beautiful store is located in the mall’s 300,000 square foot, $331 million Nordstrom-anchored expansion wing that opened to the public last week. 

The new Strellson Yorkdale, measuring almost 2,000 square feet, features a dramatic soaring facade that showcases Strellson’s dynamic ‘Unstoppable’ campaign image and a suspended guitar pick-inspired logo. Inside, Strellson’s men’s fashions are presented in an open concept, with product ranging from suiting to casual wear to outerwear, as well as accessories. For the fall season, Strellson has introduced an exceptional line of warm winter jackets, suitable for a Canadian winter that some are predicting will be unseasonably chilly.

“Yorkdale’s beautiful new addition is the ideal retail landscape for our latest Toronto brand store,” says Mark Altow, Strellson’s North American President. “We’re excited to be in great company with some of the world’s finest brands, in one of our country’s premier shopping centres.”

Strellson Yorkdale is strategically located along the main hall of the mall’s expansion wing, between Uniqlo at the north end and the entranceway to Nordstrom, which opened on Friday of last week. Sandro, Warby Parker and several other top brands will join it in the coming months. 

The new Yorkdale store is Strellson’s fifth freestanding Canadian location. The company’s first Canadian store opened in the fall of 2012 at 170 Bloor Street West (corner of Avenue Road) and a second location opened a year later at Toronto’s Bayview Village. Strellson’s third freestanding store opened in the winter of 2016 in the heart of Vancouver’s ‘Luxury Zone’ on Alberni Street, and last month a fourth store opened in the expansion wing of Ottawa’s CF Rideau Centre.  

Retail partner Hudson’s Bay also currently operates over 20 Strellson shop-in-stores in Canada, all licensed by the brand. One exception is the Yorkdale Shopping Centre Hudson’s Bay location, where Strellson operates a concession. Strellson is carried at several American Lord & Taylor and Saks Fifth Avenue locations and in the near future, sources say that it will open its first freestanding US flagship location in New York City. 

Strellson recently launched an innovative advertising campaign, called “Unstoppable” which is one of the most interesting we’ve seen. Included is a music video of the famous Queen song ‘Don’t Stop Me Now’ in an exclusive cover version by producer MNEK. The campaign launched on September 5 and was timed with what would have been Freddy Mercury’s 70th Birthday. 

Founded in 1984 and owned by Holy Fashion Group (the original owner of German brand Hugo Boss), Strellson is Switzerland’s largest menswear manufacturer. It produces mid-to-high priced dressy and casual menswear, as well as accessories and related products. Its target market is men aged 25 to 40, and it retails in about 40 countries worldwide.

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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