Upscale Boutique/Spa Concept ‘Etiket’ Embarks on Expansion with Toronto Location and Plans for Further Growth Across Canada


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Etiket, a Montreal based boutique and spa, has expanded and renovated its Montreal location, is going to open its first location in Toronto, and has plans to expand in Canada.

The spa, which opened twelve years ago, is known for its luxury skincare treatments, beauty, fragrances, and has world-class spa treatments.

Simon Tooley

“Skincare treatments, fragrance, make-up – all in one location. There is really nobody like us,” says Simon Tooley, the Founder and President of Etiket. “Over the years we have evolved and although there are similar places, there is still nobody that wraps it all up like we do and when we started we were really the first to do it.”

The Montreal spa, located at 1826 Sherbrooke Street West, was originally 1,400 square feet and has been expanded to 3,300 square feet. The new renovated space was designed by Alexandre Blazys and Benoit Gerard of BlazysGerard and includes two new treatment rooms, four in total. The new space also allows for new areas to solely focus on make-up, skincare, fragrances, and also has a new reception desk.

“We were bursting at the seams in terms of our skincare and we just couldn’t handle it all and now we have a much bigger space. We have two dedicated areas for makeup, which we never had before and then I think one of the biggest things for us is expanding our fragrance to be about 1,000 square feet. So there is no one like us in Canada that does what we do when it comes to fragrance, we do niche brands from all over the world and we really take people on a journey.”

Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)

Etiket offers a variety of services including SkinCeuticals treatments, HydraFacial treatments, Oxygen Treatments, Environ Facials, Pai Skincare Facials, body treatments, and makeup application. The renovated Montreal location also has four treatment rooms, where one is focused on Tata Harper treatment – “one of only three in the world.”

“We talk a lot about selfcare, but that is what our customers come to – they want a holistic approach. So we start them in the treatment room and then continue with our skincare. We are one of three spas in the world that do Tata Harper treatments, so that is a spa room dedicated and designed by Tata just for us.”

In terms of fragrances, Etiket offers forty different perfumes from all over the world such as Creed, Parfums de Marly, and Maison Francis Kurkdjian.

“When I first launched our fragrance section, everyone thought I was crazy. Since then, we have become a destination for perfume aficionados from across the country. Our skincare customers also love that they can explore the world of scent while they shop for their essentials. Finding a fragrance is a very personal journey, and we approach it with the same care and expertise as do our clients’ skincare needs. Shopping for perfume at Etiket is an adventure unlike anything else.”

Etiket Boutique in Montreal (Image: Etiket)

To go beyond just offering spa and skin treatments, Etiket takes the time to teach its customers about skincare routines, fragrances, and teaches how to apply makeup. Tooley says they do this because the team wants to prioritize helping customers reach their end goals.

Etiket also offers a unique loyalty program which allows consumers to gain points for rewards, free shipping over $75, and fifteen percent off on your birthday. The more you spend, the higher reward the consumer receives as it has four different program options. The retail industry is starting to see a new shift of in-house loyalty programs offering personalized rewards like this one to consumers across Canada.

New Toronto Location Coming Soon and Future Growth

Etiket Rendering at The Well (Image: Etiket)

After looking for a location in the city for years, Tooley says Etiket will be opening its second and largest store in The Well, which will hopefully be opening this upcoming November.

Etiket will be on the second level of The Well and will be 6,500 square feet. The space is designed by Montreal’s SAJO to provide a unique retail experience not seen before. The space, like Montreal, will be both a store and a spa.

Etiket Rendering at The Well (Image: Etiket)
Etiket Rendering at The Well (Image: Etiket)

As the space is much larger than Montreal’s location, this new space will have six different treatment rooms including one by Dr. Barbara Sturm which will be the first in Canada and another Tata Harper treatment room which will be the fourth in the world after the one at Etiket in Montreal. Along with the services offered at the Montreal location, the location at The Well will offer customers new services.

“We are all about building relationships, and to be in a regular mall has no interest to me at all. But within this environment where we know we have people living upstairs from us or people who are there working on a day-to-day basis, it allows us to continue with our manifestation which is really creating that bond.”

Tooley says in terms of expansion, he is looking at possibly opening four more locations within the next five years. The focus would be to add another location in Toronto and then focus out West such as Vancouver and Calgary.

Ali Fieder Baker, Vice President at commercial real estate firm Avison Young is handling Etiket’s Canadian real estate needs.

Online Experience & New App

In addition to the in-store shopping, spa services, and skincare treatments, Etiket also offers online shopping with shipping throughout Canada. Luckily for people in Montreal, Tooley says they are working on a same day delivery system and are looking to offer the service in Toronto as well once the new location opens.

Etiket also has upgraded its app as it switched to Shopify last year. The app allows consumers to easily browse products, shop, and order.

“We want to be the Canadian destination for beauty. There is really nobody else who is doing this across the country and that is where we would like to go. Relaunching our app is a big part of our business and we just want to make it easier for consumers who are looking to replenish their skincare products.”

Additional Images from the Montreal Boutique

Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Etiket Boutique in Montreal (Image: Etiket)
Shelby Hautala
Shelby Hautala
Shelby Hautala, based in Toronto, is a new Journalist to Retail Insider. She has experience writing for local newspapers and also internationally for Helsinki Times while she lived in Finland. Shelby holds a Bachelor of Journalism Honours degree from the University of King’s College and a Social Work degree from Dalhousie University in Halifax.


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