Lucky Brand Jeans Re-Enters Canada with Multiple Storefronts in Partnership with Thriftys: Interview

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Retailer Lucky Brand continued to re-launch in Canada with the introduction of more physical retail stores and a new online shopping platform.

After exiting Canada a couple of years ago, within the last year the company’s Canadian rights were acquired by Thriftys Family of Brands (Bluenotes, Aéropostale Canada, Lucky Brand Canada).

The online presence of Lucky Brand in Canada follows the recent re-opening of 10 retail locations in shopping centres such as Metropolis at Metrotown, Vaughan Mills, and Square One.

Two new stores will also be opening over the next month at Polo Park in Winnipeg and CF Shops at Don Mills in Toronto. The partnership with Thriftys Family of Brands also means a selection of Lucky Brand merchandise will be carried in select Bluenotes and Thriftys by Bluenotes stores this fall.

Photo: Lucky Brand

“This new partnership is a perfect fit for our customers as our Jeans are the heart of both the Bluenotes and Lucky Brand product offering. This collaboration has been in the works for some time now and thanks to the hard work of everyone on the Lucky Brand team, it’s exciting timing to be able to reveal this in time for the summer season,” said Michael Roden, CEO of Thriftys Family of Brands, in a statement.

Sean Goodall, Director of Marketing and Brand, said the company is very excited about bringing Lucky Brand back to the Canadian market.

“Lucky Brand is truly I think one of those iconic North American brands. They were founded in Los Angeles. Very focused on denim. And they have a really deep-rooted history in music which is fantastic as well and you’ll see that through a lot of the graphic T’s that we’re re-introducing to the market,” said Goodall.

Sean Goodall

“The brand itself really is about laid back lives and vintage-inspired looks but with great quality. That’s what we’re really excited to bring back to the market. High quality jeans, high quality product that the Canadian consumer is really going to love and has loved. It’s also one of those brands where we have a dedicated consumer base. Every year they shop their Lucky Brand jeans and that’s kind of their stake hold in their wardrobe each year.

“So we’re really excited to be able to offer them the product again and also re-introduce a new and kind of re-invigorated and inspired collection as we re-launch.”

Goodall said the company has no firm numbers regarding Canadian expansion of future store locations. Brokerage Oberfeld Snowcap represents Lucky Brand in Canada under the direction of Andrew Laudenbach.

“As we see how the market reacts, we’ll certainly look to expand. We’re really excited by the brand. It fits perfectly within the Thriftys Family of Brands which is all about denim. So I think wherever we can expand we will as long as the consumer sentiment is there for it,” said Goodall.

“Also in the fall we do have plans within our Bluenotes and Thriftys by Bluenotes locations to include some of the new product within there as well, offering a bit of a shop-in-store model where it makes sense.

“We’re really excited to bring the brand back. We’re going to do some great stuff with it and we have a lot of exclusive Canadian looks as well, obviously inspired by the American brand itself, that will be exclusive to Canada that will also join the assortment we have in stores. It’s going to be a really exciting time over the next year.”

Goodall said the retailer also has a Pride line of clothing which includes everything from denim jackets to shorts to jeans to graphic tees.

The online platform can be found at and to celebrate the company’s re-launch the entire site will be 40 percent off (limited time only). Online shopping has launched with a wide assortment of the brand’s iconic graphic tees, ranging from pop culture favourites to band tees that celebrate the brand’s heritage in music.

“There is a reason Canada is known for the Canadian Tuxedo, we love jeans! With a 79-year legacy in denim, it is only fitting that Lucky Brand, one of North America’s most respected denim retailers joins the Thriftys Family of Brands in Canada. With a rich history in pop culture and an even stronger reputation in quality, we look forward to reminding Canadians why there is nothing like a new pair of Lucky Brand jeans. Our current campaign, ‘Denim for Days’, further reinforces this message,” said Goodall.

The Thriftys Family of Brands was founded in 1941 as Thriftys (at the corner of Queen & Church St in Toronto). The company today has more than 125 stores across the country.

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.

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