Drake’s ‘OVO’ Brand Continues Canadian Store Expansion with High Profile Location [Photos]


Share post:

World-renowned Canadian musical performer Drake’s fashion retail concept October’s Very Own (OVO) has opened another standalone unit in Canada. Over the weekend, crowds lined up to get a glimpse of OVO’s new CF Toronto Eaton Centre store, which carries some product exclusives not found in OVO’s other stores globally. 

The opening coincided with ‘OVO Fest’ that was held in Toronto over the weekend. The shopping centre was also busy because of the Caribbean Carnival, and the new Streaming by CF that was launched in the centre last week has also brought in some high profile guests. 

The 2,890 square foot CF Toronto Eaton Centre OVO store is located in a retail space that was formerly occupied by Canadian retailer Lululemon on the third level of the busy shopping centre. Lululemon recently relocated to a nearby space formerly occupied by J.Crew (spanning almost 8,300 square feet). 


The store features a Calcatta Volakas facade and interior columns imported from Portugal. Included inside are matte black steel fixtures with Nero Marquina marble stone plinths and a cash desk sourced from Italy. The store opening included an exclusive “Yonge Street Dreams” Shop Tee, the launch of the So Far Gone capsule collection, OVO collaboration pieces, and the staple OVO Essentials collection. 

Brokerage JLL has partnered with OVO for its expansion. Dianne Lemm and Chris Canuel negotiated the CF Toronto Eaton Centre on behalf of OVO. Cadillac Fairview is the landlord for CF Toronto Eaton Centre, which is one of Canada’s most-productive shopping centres with annual sales per square foot now surpassing $1,600. The centre is also the busiest in North America, with nearly 54 million annual visitors — Mall of America in suburban Minneapolis is second with about 40 million visiting the centre last year. 

“When people think of iconic tourist destinations, they think of CF Toronto Eaton Centre and when people think about iconic Torontonians, they think of Drake and the OVO brand,” said Sheila Jennings, General Manager, CF Toronto Eaton Centre. “The two joining forces makes total sense and launching on the weekend of the Caribbean Carnival is also perfect—the city’s vibe is fun, and electric, and we’re proud to be a part of the experience with this great Canadian brand.”


OVO’s direct-to-consumer store expansion has seen the retailer expand outside of Canada with units in New York City, Los Angeles and London. OVO also currently operates five units in Canada. 

OVO’s first-ever store opened in Toronto in December of 2014 at 899 Dundas Street West. The small boutique was the brainchild of OVO’s co-founder Oliver El-Khatib, and it followed a summer of 2014 pop-up that was held in the same retail space. 

In December of 2015, OVO opened its second store location at 130 N. La Brea Avenue in Los Angeles, spanning about 2,400 square feet. In December of 2016, OVO’s third store location opened at 54 Bond Street in New York City. A store in London UK opened at 30 Berwick Street in the city’s Soho area in 2017. 


Drake made news in June of 2017 when he released a one-minute video announcing the opening of OVO’s fourth store at Toronto’s Yorkdale Shopping Centre. The video involved him and others riding through the mall in a Cadillac Escalade to the tune of his hit song “Gyalchester”. The 1,580 square foot Yorkdale OVO store opened in August of 2017

OVO opened another Toronto-area store in November of 2018 when it unveiled a 2,920 square foot unit at Square One in Mississauga. It was the first to include a children’s wear area. OVO expanded into the Vancouver market when it opened a 2,000 square foot store at 1044 Robson Street in Vancouver. That store also saw long lineups on opening day, as is common for many first-to-market concepts in the city. 

Drake, whose real name is Aubrey Drake Graham, is known worldwide for such hits as ‘Hotline Bling‘ and his 2016 studio album ‘Views‘, which included a photoshopped image of Drake sitting on the edge of the CN Tower (and sold millions of copies). Fans, eager to associate with the musician, are buying up branded products under his OVO label, which was founded in 2008 and features OVO’s trademark owl logo. OVO also collaborates with various other brands. 


Drake grew up in Toronto and was a star on the hit TV Series Degrassi The Next Generation. He continues to be a booster of Toronto, a city which he is clearly fond of. He mentions Toronto often in interviews and in his music, and spends a considerable amount of time in the city when he’s not traveling. He’s also investing in the city as he builds a 40,000 square foot mansion in the wealthy ‘Bridle Path‘ neighbourhood in North York. 

More standalone OVO locations are expected to open globally as the brand continues to see considerable awareness, which no doubt leads to high profits. The direct-to-consumer model means that OVO doesn’t have to pay fees associated with wholesaling in other retailers — a trend we’re seeing more of as international brands continue to enter the Canadian market by opening stores at an unprecedented pace. 

OVO is noticeably absent from Canadian markets such as Montreal, Edmonton and Calgary. The company hasn’t revealed concrete plans to open any more stores in Canada as of yet, though given the penetration in the Toronto market, multiple units in other cities are a possibility. 

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.


Please enter your comment!
Please enter your name here

More From The Author



Subscribe to the Newsletter


* indicates required

Related articles

Canada’s Competition Bureau Launches Investigation into Loblaws and Sobeys [Op-Ed]

Sylvain Charlebois says that grocers must recognize that today's market is different, with consumers being less tolerant of practices limiting access to affordable food.

Anatomy of a Leader: Sarah Segal, CEO of DAVIDsTEA

Segal discusses her career and how she got to to where she is today, as well as a family history that includes founding a toy store in Montreal and big banners such as Le Chateau.

Apple Launches Tap to Pay on iPhone in Canada, Revolutionizing Contactless Payments for Businesses

Apple says it will allow businesses to seamlessly and securely accept payments using an iPhone and app, adding competition to the crowded payments space.

Half a Billion Dollar Downtown Ottawa Revitalization Announced to Bring Vibrancy to the Core [Feature/Interviews]

The Ottawa Board of Trade and the Canadian Urban Institute launched the initiative that will create new retail opportunities with the addition of 40,000 new residents and 50,000 jobs over 10 years, creating a more vibrant core that will be a destination.

Bayview Village to Overhaul Property with Marble Flooring and Luxe Interior, New Retailers and Restaurants Being Added [Exclusive Renderings/Interviews]

The Toronto shopping centre at Bayview and Sheppard is being transformed into something unrecognizable, creating a 'European-style' centre unlike competitors in the region.

Food Prices Dropping in Canada, Mainstream Media Fails to Report [Op-Ed]

Sylvain Charlebois says that food prices are declining according to StatCan data, but that media and the public have been focusing elsewhere.

Innovative App ‘Too Good To Go’ Rescues 4.2 Million Meals in Canada Since 2022, Plans for Expansion [Interview]

The innovative platform is looking to expand by adding more retailers, after launching two years ago by offering consumers excess end-of-day edible goods from a wide range of businesses.

New Hockey Legends Training Facility in Markham ON Elevates Player Skills with Cutting-Edge Technology [Interview]

The unique indoor training concept allows players to practice including improving shooting and stickhandling skills.

Arc’teryx Opens First ‘Alpha’ Store Concept on Bloor Street in Toronto [Photos]

The largest Arc'teryx store also focuses heavily on product care, and is located on the Mink Mile in the Holt Renfrew Centre.

Waterworks Food Hall to Open in Downtown Toronto Next Month, Showcasing 20 Gourmet Vendors in Historic Location [Interview/Photos]

The highly anticipated food hall on Richmond Street will span 55,000 square feet and will add more food and beverage competition in the downtown core with a range of hand-picked specialty vendors.

Bluenotes Launches ‘Unplug’ Activewear Shop-in-Shops in Stores Across Canada [Interview/Photos]

It's the first activewear line for the Canadian retailer, with dedicated shop-in-stores being part of a segment that is growing rapidly.

A Grocer Code of Conduct Could have Prevented Canada’s Bread Cartel [Op-Ed]

Sylvain Charlebois says that the grocer code aims to curb illegal activities that would make it tougher to orchestrate such schemes.