Atelier Munro Expands with 2nd Canadian Made-to-Measure Menswear Store in Calgary’s Beltline Neighbourhood [Interview]


Share post:

Amsterdam-based menswear brand Atelier Munro has opened its second store in Canada in Calgary after it launched the made-to-measure store in Toronto last fall.

In Calgary, the store is in the Beltline neighbourhood, just outside the city’s downtown core. The Toronto store is on Hazelton Avenue. And the brand has a small pop-up showroom in Vancouver on Carrall Street.

Joachim Baan

Joachim Baan, Atelier Munro’s Creative Director, said the brand began in both Amsterdam and Toronto around the same time. So it has roots in both countries. 

“(Calgary) is our third flagship store but we have around 70 shop-in-shops around the world. We have quite a big footprint in The Netherlands and in the U.S. A little bit in Belgium, Germany, Austria and Spain, South Korea. It’s growing organically,” he said.

“We made this idea of creating not a normal store as every other brand. We made it also more kind of a house to really translate this idea of craftsmanship and craft and quality into this space where you can come in.”

The AM House Calgary
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)

Typically, made-to-measure menswear was only a shirt and a suit. But the brand has extended that into the full wardrobe with other items such as shoes to jeans to outerwear – to create the idea of personal style for consumers.

“We create made-to-measure clothing as singular as the men who wear it. Essentially, we listen to your every preference, from taste to fit, and make it a reality. The result? One-of-a-kind clothing that’s never forgettable, always flattering, and naturally reveals something of its owner,” says the brand on its website.

“Because it fits you better in every sense. Working with an advisor, you’ll be able to curate your clothing. It will be crafted to your body, your individual taste, and the things you care about. It means you’ll always look your best and feel your best.”

Baan said Canada has been a good market for Atelier Munro in previous years. It has done a lot of business through Harry Rosen. 

“So there were already a lot of people who were in the know of Atelier Munro and Calgary was our second city in terms of consumers that already knew the brand. We felt it was the logical next step after Toronto.” he said.

Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)

Baan said the brand hopes to have a good mix of flagship stores and wholesale partners in Canada where it will be present with shops-in-shops.

“Of course the flagship store is always the place where we can sell the brand as the most perfect way and it’s a way to show how the brand is different from like-minded brands,” he said.

“It’s always the game of finding the right city with the right amount of people we want to reach. We can definitely grow into a few more stores in Canada – a few more flagship stores like this. But we can also imagine it growing more towards the wholesale or even smaller boutique shops. For example in The Netherlands we will be opening this December our first boutique store. It’s really a smaller store.”

Additional Photos from Atelier Munro Calgary

Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
Atelier Munro Calgary (Image: Mario Toneguzzi)
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.


Please enter your comment!
Please enter your name here

More From The Author



Subscribe to the Newsletter


* indicates required

Related articles

Bloor Street Retail Transformation: Luxury Brands, Renovations, and New Openings in Toronto [Podcast]

Craig and Lee take a deep dive into the dynamic changes occurring on Toronto's Bloor Street West, noting the street's resurgence as a thriving hub for luxury shopping in the city.

Ricardo’s Kandy Korner to Open Flagship Candy Store at CF Toronto Eaton Centre in Toronto [Interview]

Entrepreneur Ricardo Rizaie says he’s planning to take his experiential candy retail concept across Canada after opening a third Canadian storefront in downtown Toronto.

PizzaForno Expands Into Toronto’s Public Transit System, Sets Sights on Airport Locations for Automated 3-Minute Pizzas [Interview]

This innovative move marks PizzaForno's entry into the public transit sector, and demonstrates its commitment to becoming the fastest-growing pizza chain in North America by 2024.

Calgary’s Retail Space Crunch Drives Surge in Rental Rates and Demand [Report]

A variety of complicated factors are at play as Calgary retail space sees demand given market growth, while new supply is limited due to factors such as construction costs.

Lush Cosmetics Sets Ambitious Expansion Plans for Canada Including New Spa Locations, Services, and Entertainment Partnerships [Interview]

The UK-based retailer is innovating with its Canadian operations with enhanced customer experiences and unique treatments, while launching a new app to facilitate bookings and provide more information about products and services.

Canadian Consumers Adjust to Higher Cost of Living [Survey/Video Interview]

An Angus Reid survey asked Canadians how they're navigating elevated inflation, a higher cost of living and a potential recession.

Canadian Shoppers Embrace Generative AI for Shopping Suggestions: Report

The groundbreaking Salesforce report focuses on the growing importance of AI-driven personalization in the retail sector.

Inside the New KITH Store on Yorkville Avenue in Toronto [Photos]

The stunning storefront took months to build, features Kith Treats and a restaurant concept from New York City, and could be a game changer for the Bloor-Yorkville area. 

Canadians Gear Up for Early Holiday Shopping Amid Economic Uncertainty [Feature Report]

As concerns about inflation and supply chain challenges persist, shoppers are on the lookout for deals and exploring alternative places to find gifts while controlling overall spending, says a report by Field Agent.

Walmart Canada Announces $50 Million Investment in Associate Career Development [Interview]

Walmart Canada's education program will support career-driven learning for associates, benefitting both employees and the retailer according to AnnMarie Mercer.

Eliminating Plastics Should not Jeopardize Food Security In Canada [Op-Ed]

Sylvain Charlebois says that concerns are being raised about potential increases to food losses and food prices, while at the same time Canada's unique logistical and trade realities are being overlooked.

Neo Coffee Bar Announces Major Expansion Plans, Including New Downtown Toronto Locations and a Foray into Japanese Cocktails [Interview]

The brand plans to continue growing more rapidly over the next several years in high traffic GTA locations.