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, 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.”
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.
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.”
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Additional Photos from Atelier Munro Calgary
