Paris-Based Women’s Fashion Brand ‘Morgan de toi’ Looks to Expand into Canada with Stores [Interview]

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Morgan de toi, a Parisian women’s wear brand, has set its sights on expanding into the Canadian market. 

Marcel Rinaldy

Marcel Rinaldy, President of Groupe 3M, who will be the Canadian partner/developer of the brand, said Canada is recognized for entrepreneurship, world-class cultural talent, safe cities, excellent quality of life, which perfectly corresponds to the values ​​of the Morgan brand, sincerity, requirement, proximity, audacity, agility, coworking.

Rinaldy and his team are working with Montreal-based real estate firm Think Retail to expand the Morgan brand into Canada.

“For several decades, Morgan has been dressing women to make them feel attractive and powerful. The French brand was built from an identity fashion signature, without ever ceasing to evolve. Capturing the spirit of the times and creating novelty: these are Morgan’s values ​​for expressing its wardrobe. Morgan fashion accompanies the daily life of all city dwellers, by betting on cuts that sublimate the silhouette and accessories that boost the look,” said Rinaldy. 

Image: Morgan de Toi

He said the brand specializes in women’s clothing 25 to 45 years old, chic for every day and occasion.

There are 180 stores in France and 327 internationally.

“Morgan writes her love story with fashion by collaborating with influential women: Caroline Receveur, Georgia May Jagger and Iris Mittenaere have joined the adventure to make femininity shine throughout the world,” said Rinaldy.

“For several years, (Morgan has been) committed to structuring and developing its responsible business approach. Our desire is to offer a healthy and dynamic work environment to our employees, and to develop the best products while respecting our partners and the environment. Our social responsibility approach is based on four structuring commitments for the development and sustainability of our activities: offering responsible products and services that meet customer expectations; ensuring employees a fair and motivating working universe’ building and developing ethical partnerships; and controlling the environmental footprint.”

Image: Morgan de Toi

Tony Flanz, President of Think Retail, says the plan is to start with several stores in Quebec. Ideal spaces are 1,500 to 2,000 square feet in enclosed smalls and along high streets. The goal is to open several boutiques in Quebec in the next couple of years.

Tony Flanz

“Chic, playful, sensual—fashionistas will be excited to welcome Morgan de toi, a Parisian women’s wear brand to Canada,” says Think Retail in a post on its website. “Founded in 1968, the mid-price brand was acquired in 2019 and has since grown into a powerhouse with a strong global presence that includes a network of more than 1,000 points of sale—branded stores and shops-in-shops, both in France and around the globe. 

“The versatile retail brand targets urban women ages 25 to 45, with everyday chic that spans casual to work and dressy. The well-priced range includes t-shirts and sweaters, as well as dresses, trousers, skirts, outerwear, shoes and accessories.  The concept is perfectly captured by brand ambassador Iris Mittenaere, former Miss France and Miss Universe, who encapsulates French beauty and style. Her strong following and influence help keep the brand in the spotlight.

“In addition to great style, Morgan has substance, touting its commitments to sustainability, including a goal to use 100 per cent more sustainable cotton for its products. ‘More sustainable’ cotton includes cotton from farms, which are part of the Better Cotton Initiative, recycled cotton and organic cotton. This fits nicely with the values of its target demographic.

Over the years, Morgan has developed an international cult following for its French elegance with a modern twist. This is an ideal tenant, with a successful history and strong brand awareness.”

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. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

2 COMMENTS

    • Very interesting, it appears the store was at 1218 Robson Street until the early-mid 2000s. I’d never heard of the brand and I don’t think I was venturing too far beyond the 1100 block back then.

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