Cadillac Fairview Partners with WE for 1st Retail Store

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Cadillac Fairview has partnered with youth charity WE and as part of the initiative, the landlord has provided charity with a donated retail space at CF Toronto Eaton Centre — North America’s busiest shopping mall. The new WE store opened to the public yesterday. 

The 500 square foot WE boutique is located on the mall’s second level, next to the busy Dundas TTC subway station entrance. The store features a variety of innovative ME to WE products that “empower people to change the world with their everyday consumer choices”. Every ME to WE product provides life-changing gifts to children or families in WE Charity partner communities, from school supplies to scholarships to health care to alternative income opportunities. 

A variety of unique and gift-able products are in the store, including Rafiki Bracelets which retail for about $10 each, with proceeds going to those in need. Eight-digit tracking codes allow purchasers to see exactly where their money is being put to use, ensuring that customers know that they’re making a difference with their purchases. Some products are in collaboration with other companies (such as Fossil and David’s Tea) while others are one-of-a-kind handmade. The store also acts as an innovative ‘community space’, with digital features such as a ‘pledge screen’ where shoppers can tap to give the gift of fresh water to a community, for example. 

Although there’s currently only one WE retail store in Canada, Cadillac Fairview’s charitable initiative extends to all of its mall properties, including providing scholarships to WE’s take action camps. Earlier this year, Cadillac Fairview announced its new youth-focused philanthropy strategy, including $500,000 in donations to 14 local charities across Canada, and the partnership with WE is an integral part of the Company’s long-term vision of investing in Canadian youth. 

For more information on WE, visit:

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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