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Streetwear Retailer PLUS Enters Calgary and Ottawa Markets via Major Enclosed Malls as it Opens CF Toronto Eaton Centre Store [Interview/Photos]

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PLUS, Canada’s luxury streetwear shop, is in expansion mode these days.

The retailer recently opened a new location in CF Chinook Centre in Calgary and Liam Blackadder, the retailer’s Creative Director, confirmed the opening today in a permanent location at the CF Toronto Eaton Centre as well as a location on July 1 at the CF Rideau Centre in Ottawa.

PLUS first launched in 2017. It currently has seven, soon to be 8 locations.

PLUS at CF Toronto Eaton Centre (Image: PLUS)

PLUS had been operating a pop-up location in CF Toronto Eaton Centre for about eight months.

“The company PLUS stands for people like us, and with that we aim to create environments for people like us; whether they are serious collectors, enthusiasts or just entering the space.” said Blackadder

“We sell highly sought-after sneakers, collectibles and objects. We’ve also just recently introduced vintage clothing. A curated collection of  one of a kind garments. We also do a lot of trading cards like sports and Pokémon. Our products are geared more towards enthusiasts in their respective spaces.”

Blackadder said the retailer had a one-year specialty lease at CF Toronto Eaton Centre. Through that time, it was able to find its permanent home in the former Johnston & Murphy location on Level 2 – a very high-traffic location within the shopping centre.

“Our first location was in Gastown in Vancouver. Our strategy since then was all the top high traffic malls. Our first location in Ontario was Yorkdale. Following suit, Eaton Centre is the next biggest mall,” he said.

PLUS at CF Toronto Eaton Centre (Image: PLUS)

“It was important for us to have a location directly in Toronto and the exposure of Eaton Centre with it’s impact of unique visitors is a great home for us.”

Blackadder said the company is focusing on its latest additions but always looking for additional retail space and markets. 

“We are always looking for opportunities to see how we can grow the company. But at the moment our agenda has been – Chinook, Eaton Centre and Ottawa. All happening simultaneously” he said. “So we’re getting through these ones.”

“We are exploring the idea of opening up a concept space. Something different from our current retail market and open more opportunities to connect directly with our audience and community. This could also double as a headquarters for the company.”

PLUS at CF Toronto Eaton Centre (Image: PLUS)

“For our retail space’s, we are targeting one more move in Vancouver eventually. But right now we’ve been on a trajectory –  in the last three years we’ve done about 10-11 stores between pop-ups, openings and moves”

PLUS also just announced that they would be introducing a PLUS loyalty program, which will include private sales, VIP experiences and more. The key for this will be that it will be compatible for online and in-store, which is an element that the industry is focusing on. 

“We are working on launching that now. Creating a Rewards Club to show our appreciation for our supporters and help create a stronger relationship. This coupled with giving some insider access to exclusive initiatives by the company.” added Blackadder.

“We’re still working on that. Trying to iron everything out and make sure that when we launch we’re very happy with how that comes across and everything we provide with it.”

“Where our strong points are is in the full experience of things. We took a design first approach and opened up retail spaces that were more catered to creating an experience. A place to engage, shop, learn and interact.”

See below for more images of the CF Toronto Eaton Centre store.

PLUS at CF Toronto Eaton Centre (Image: PLUS)
PLUS at CF Toronto Eaton Centre (Image: PLUS)
PLUS at CF Toronto Eaton Centre (Image: PLUS)
PLUS at CF Toronto Eaton Centre (Image: PLUS)
PLUS at CF Toronto Eaton Centre (Image: PLUS)
PLUS at CF Toronto Eaton Centre (Image: PLUS)
PLUS at CF Toronto Eaton Centre (Image: PLUS)

Article Author

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 National Business Journalist with Retail Insider in addition to working on his own as a freelance writer and consultant in communications and media relations/training.

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