The retailer was founded in 2017 and has grown to six locations in the last four years, making it a destination for exclusive sneakers, streetwear and collectables in Canada.
“CF Toronto Eaton Centre is a landmark mall,” said Ibrahim Itani, Owner of PLUS. “With most of our business being conducted out east, it made sense for us to have a presence downtown Toronto. The location and the tenancy opportunity was a no-brainer.”
PLUS opened on October 9th with a grand opening event that included a DJ and exclusive merchandise. The leadership team was on hand to welcome fans of the brand into the new location, which is located in between Canada Goose and OVO on the third floor of the shopping centre.
With the location being signed pre-pandemic, PLUS was able to look at the elements and reflect on the goals and purpose of the space.
“We were given a much larger shell than we actually needed, which is why we segmented the store in the final design. We could have used the full space, but we only built out half of it. The store that we see today was designed to fit more with our intended use and product mix.”
“Moving forward from the Yorkdale location, we looked at what worked well with the design elements and then adapted our unit at CF Toronto Eaton Centre to make something new,” said Liam Blackadder, Creative Director, PLUS. “With the shoes being material-based, we looked at the contrasting with raw elements in the store design.”
“The raw wood material was in the first concept and made it all the way through to open. The benches were also from the original plan and were created to to be symbolic of our sixth location by displaying six plus’s across their surface.”
PLUS opened its first store over four years ago in Gastown and has grown to locations in Yorkdale Shopping Centre, Square One in Mississauga, CF Pacific Centre in Vancouver and CF Chinook Centre in Calgary. The Yorkdale location is the company’s flagship. PLUS also has a pop-up location at Vaughan Mills and a successful e-commerce business.
The brand announced the opening of the CF Toronto Eaton Centre location on September 10th via social media. This gave the team a full month to plan for an event-based grand opening celebration. With current COVID pandemic restrictions and global fourth wave closures, there was always the looming possibility of another shutdown which the team took into consideration.
“This was the first time that we were able to work a few weeks out from the opening, which allowed us to be prepared,” said Itani. “We had our entire team working together on the open. “From Stefan Gregoriou, our Marketing Coordinator working on the promotions side, to our design team working on opening day exclusive merchandise and the operations team on the ground making sure that the store was fully stocked and merchandised – everything worked exactly as planned for a smooth open.”
Itani said that the company is looking forward to sharing the new space with their growing customer base.
“The response has been excellent – even better than anticipated. It’s exciting to have a presence in downtown Toronto.”
Related Retail Insider Articles
- Streetwear Retailer PLUS to Open Store at CF Toronto Eaton Centre
- Premium Streetwear Retailer PLUS Continues Canadian Expansion with New Locations