Addition Elle Embarks on U.S. Expansion

Date:

Share post:

Canadian plus size fashion brand Addition Elle is forging into the U.S. market, with a new e-commerce website, a new wholesale partnership with Macy’s, and the possibility of future brick and mortar stores.

Addition Elle, one of several women’s clothing banners operated by Montreal-based Reitmans Canada Limited, officially launched its localized U.S. e-commerce website in September. The launch coincided with Addition Elle’s New York Fashion Week runway show, as well as a weeklong pop-up shop that the brand hosted in New York City.

“We always knew we had a strong following of U.S. customers interested in our brand,” says Roslyn Griner, vice president of marketing and visual presentation at Addition Elle. She notes that a large portion of the brand’s social media followers is comprised of U.S. residents.

The massive U.S. market presents a significant expansion opportunity for Addition Elle, which is well established in the Canadian market with 93 locations. The brand targets customers between the ages of 35 and 44, with a broad range of clothing ranging from office wear to casual wear, activewear and lingerie.

“There is so much potential growth in the U.S. market,” Griner says. “It’s one of the largest markets for plus sized, outside of Canada.”

Based on the success of the September pop up shop, the brand appears positioned to thrive in the U.S. The shop, which was located on Fifth Avenue in Manhattan’s Flatiron District, was stocked with every item from the Addition Elle fashion show, in every size. Customers could try on items in the store, and then make their purchase through the new e-commerce website.

“We wanted to start getting people to experience our fit, which we believe is our asset,” says Griner. The result, she says, was the highest ever level of e-commerce sales for Addition Elle. “We did the most sales online during that week of the pop up – more than we’ve ever done in the past.”

Addition Elle is not entirely new to the U.S. market. Wholesale partnerships with department stores such as Nordstrom and Dillard’s in the past couple of years have enabled Addition Elle to test the waters south of the border. A new partnership with Macy’s will expand that U.S. wholesale presence, with certain Addition Elle merchandise set to be carried in 50 Macy’s locations by the end of this year, and 150 locations as of spring 2018.

Without any standalone Addition Elle stores in the U.S., however, Griner says building brand recognition in the new market remains a challenge.

“The biggest challenge is that we don’t have brick and mortar stores there, so people can’t experience our fit on a day-to-day basis,” says Griner. “We’re competing with brands that have much bigger penetration.”

Standalone Addition Elle stores could be a possibility in the future, but before taking that step, Griner says the brand intends to monitor its online sales to identify regions where demand is strong.

“I think we need a year or two of online sales before we open up brick and mortar stores,” she says.

In the meantime, Addition Elle is focusing on boosting its profile through online and social media marketing, as well as partnerships with high profile influencers. For example, the brand has teamed up with prominent U.S. model Ashley Graham to produce several lines of intimate apparel.

North of the border, meanwhile, Addition Elle is focused on revamping some of its Canadian stores to improve the shopping experience for customers.

“We’re working on new concept stores,” Griner says.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

More From Retail Insider

RONA Completes Nationwide Transformation with Launch of RONA+ and Pilot Conversion of Réno-Dépôt Stores in Quebec [Interview/Photos]

Dozens of former Lowe's stores in Canada have been converted to new banners, following Rona's acquisition of the US-based retailer's Canadian operations.

Streetwear Retailer PLUS Unveils New Flagship Store at Toronto’s Yorkdale Shopping Centre [Photos/Interview]

The upscale Canadian retailer has opened its largest store to date, attempting to create a wow factor with the store design and product assortment.

Retail Loyalty Programs in Canada: Booming Subscriptions but Lacklustre Engagement Challenge Retailers [Feature Interviews]

A shift towards more exclusive and personalized loyalty experiences is required according to experts, as Canadians seek out programs for savings at a challenging economic time.

The International Retailers that Entered Canada in 2023 and their Expansion Plans [Feature]

Retail Insider profiles the international brands that entered the Canadian market by opening stores over the 12 months of 2023, discussing how and when they arrived and what's planned in terms of any expansion.

A&W to Replace Birks Store in Downtown Victoria [With Rendering]

It's the first in the company to feature a walk-up window. The historic building will be renovated with original elements preserved.

CF Sherway Gardens: Sales Per Square Foot Record Set as New Retailers Open [Podcast]

Craig and Lee discuss CF Sherway Gardens' success as it adds retailers, as well as the future of the centre which features a hollowed-out Saks Fifth Avenue.

The Body Shop Canada Goes into Restructuring and will Close 33 Stores [Article Includes Expert Analysis]

The UK-based retailer filed overseas last month, and its Canadian operations will now be downsized as part of a restructuring that will see many stores remain open for now.

One Bloor East in Toronto Secures Nike Flagship and Mango as Key Retail Tenants [Exclusive]

First Capital REIT has leased-out the entire retail podium at the iconic Yonge and Bloor corner, including space to another new tenant in the main-floor space formerly occupied by Nordstrom Rack.

Anatomy of a Leader: Ken Keelor, CEO of Calgary Co-op

After moving to Canada from India in 1995, Keelor began working at Save-on-Foods and then other major retailers as his career progressed upwards.

Unprecedented Opportunity for Canadian Retailers to Sell to Consumers in China Online

China is the world’s largest online consumer market, and it is projected to grow for years to come.

Modern Golf Opening Innovative Golf Social Experience in Downtown Toronto’s First Canadian Place [Interview]

The 8,500-square-foot Financial District space will feature multiple bays, bars, lounge areas, and partnerships with Food Dudes for food and beverage offerings, marking a significant shift in the company's growth strategy.

Krispy Kreme Doughnuts Gears Up for Nationwide Expansion in Canada with Innovative Store Formats [Interview]

New locations in new markets are planned, including a mix of Doughnut Café concepts and manufacturing locations for the public called 'Theatre Hubs'.

Robson Street in Vancouver in Flux as New Retailers Prepare to Open Stores [Feature]

The street is seeing new retailers prepare to open, including a prominent corner that is about to see some very big changes and a potential luxury mall nearby cancelled.

Wendy’s Bold Dynamic Pricing Move Has its Positives and Negatives [Op-Ed]

Sylvain Charlebois discusses the unusual move by Wendy's in the US to implement dynamic pricing, and how it could benefit the business while potentially turning off consumers.

Growing Crisis in Retail Inventory in Canada as Factory Direct Liquidates Stores [Interview]

The founder of A.D. Hennick & Associates says he's seeing overwhelming demand to liquidate inventory, indicating a concerning trend in the industry as more retailers look to insolvency.

Here’s What We Can Learn from Canada’s Response to Inflation in the 1980s and 1990s [Op-Ed]

Younger, poorer households have disproportionately suffered because their price index is skewed more toward food and shelter, say the authors.

Food Preferences in Canada Changing as Millennial and Gen Z Demographics Shift [Op-Ed]

Sylvain Charlebois discusses Canada's aging population and how younger consumers are shifting the grocery food landscape.

Henry Singer Unveils Downtown Edmonton Flagship Store at the ICE District, Featuring a Bar, Barber and Shoe Shine [Photos/Interview]

Jordan Singer discusses how the upscale menswear retailer recently relocated its Edmonton flagship store from Manulife Place into a 10,000 square foot space at the base of Western Canada's tallest building.

Canadian Retail Sales Dip: Year-End Drop in Discretionary Spending [J.C. Williams Group Analysis]

2023 Canadian retail sales ended in a lacklustre way, with controlled consumer spending amid a tumultuous year.

Landlord QuadReal Launches Pickleball Courts in Commercial Properties to Create Consumer Experience [Interview/Photos]

The initiative helps revitalize and re-imagine spaces using sustainable development practices, while incorporating the latest technology to enhance the visitor experience, blending physical and digital elements.

RECENT RETAIL INSIDER VIDEOS

Advertisment

Subscribe to the Newsletter

Subscribe

* indicates required

RECENT articles

RONA Completes Nationwide Transformation with Launch of RONA+ and Pilot Conversion of Réno-Dépôt Stores in Quebec [Interview/Photos]

Dozens of former Lowe's stores in Canada have been converted to new banners, following Rona's acquisition of the US-based retailer's Canadian operations.

Streetwear Retailer PLUS Unveils New Flagship Store at Toronto’s Yorkdale Shopping Centre [Photos/Interview]

The upscale Canadian retailer has opened its largest store to date, attempting to create a wow factor with the store design and product assortment.

Retail Loyalty Programs in Canada: Booming Subscriptions but Lacklustre Engagement Challenge Retailers [Feature Interviews]

A shift towards more exclusive and personalized loyalty experiences is required according to experts, as Canadians seek out programs for savings at a challenging economic time.

The International Retailers that Entered Canada in 2023 and their Expansion Plans [Feature]

Retail Insider profiles the international brands that entered the Canadian market by opening stores over the 12 months of 2023, discussing how and when they arrived and what's planned in terms of any expansion.

A&W to Replace Birks Store in Downtown Victoria [With Rendering]

It's the first in the company to feature a walk-up window. The historic building will be renovated with original elements preserved.

CF Sherway Gardens: Sales Per Square Foot Record Set as New Retailers Open [Podcast]

Craig and Lee discuss CF Sherway Gardens' success as it adds retailers, as well as the future of the centre which features a hollowed-out Saks Fifth Avenue.

The Body Shop Canada Goes into Restructuring and will Close 33 Stores [Article Includes Expert Analysis]

The UK-based retailer filed overseas last month, and its Canadian operations will now be downsized as part of a restructuring that will see many stores remain open for now.

One Bloor East in Toronto Secures Nike Flagship and Mango as Key Retail Tenants [Exclusive]

First Capital REIT has leased-out the entire retail podium at the iconic Yonge and Bloor corner, including space to another new tenant in the main-floor space formerly occupied by Nordstrom Rack.

Anatomy of a Leader: Ken Keelor, CEO of Calgary Co-op

After moving to Canada from India in 1995, Keelor began working at Save-on-Foods and then other major retailers as his career progressed upwards.

Unprecedented Opportunity for Canadian Retailers to Sell to Consumers in China Online

China is the world’s largest online consumer market, and it is projected to grow for years to come.

Modern Golf Opening Innovative Golf Social Experience in Downtown Toronto’s First Canadian Place [Interview]

The 8,500-square-foot Financial District space will feature multiple bays, bars, lounge areas, and partnerships with Food Dudes for food and beverage offerings, marking a significant shift in the company's growth strategy.

Krispy Kreme Doughnuts Gears Up for Nationwide Expansion in Canada with Innovative Store Formats [Interview]

New locations in new markets are planned, including a mix of Doughnut Café concepts and manufacturing locations for the public called 'Theatre Hubs'.

Robson Street in Vancouver in Flux as New Retailers Prepare to Open Stores [Feature]

The street is seeing new retailers prepare to open, including a prominent corner that is about to see some very big changes and a potential luxury mall nearby cancelled.

Wendy’s Bold Dynamic Pricing Move Has its Positives and Negatives [Op-Ed]

Sylvain Charlebois discusses the unusual move by Wendy's in the US to implement dynamic pricing, and how it could benefit the business while potentially turning off consumers.

Growing Crisis in Retail Inventory in Canada as Factory Direct Liquidates Stores [Interview]

The founder of A.D. Hennick & Associates says he's seeing overwhelming demand to liquidate inventory, indicating a concerning trend in the industry as more retailers look to insolvency.

Here’s What We Can Learn from Canada’s Response to Inflation in the 1980s and 1990s [Op-Ed]

Younger, poorer households have disproportionately suffered because their price index is skewed more toward food and shelter, say the authors.

Food Preferences in Canada Changing as Millennial and Gen Z Demographics Shift [Op-Ed]

Sylvain Charlebois discusses Canada's aging population and how younger consumers are shifting the grocery food landscape.

Henry Singer Unveils Downtown Edmonton Flagship Store at the ICE District, Featuring a Bar, Barber and Shoe Shine [Photos/Interview]

Jordan Singer discusses how the upscale menswear retailer recently relocated its Edmonton flagship store from Manulife Place into a 10,000 square foot space at the base of Western Canada's tallest building.

Canadian Retail Sales Dip: Year-End Drop in Discretionary Spending [J.C. Williams Group Analysis]

2023 Canadian retail sales ended in a lacklustre way, with controlled consumer spending amid a tumultuous year.

Landlord QuadReal Launches Pickleball Courts in Commercial Properties to Create Consumer Experience [Interview/Photos]

The initiative helps revitalize and re-imagine spaces using sustainable development practices, while incorporating the latest technology to enhance the visitor experience, blending physical and digital elements.