In a strategic move that expands its international retail footprint, Parisian football club Paris Saint-Germain, in collaboration with Fanatics and Lids, has opened its first Canadian storefront at 399 Queen Street West in Toronto.
The Paris Saint-Germain store in Toronto is the fourth in North America (others are in New York City, Miami and Las Vegas), and the 14th worldwide (France (3), London (1), Seoul (1), Tokyo (3), Doha (2)).
“The opening of our 14th Official Boutique in Toronto is not just about extending our global brand; it’s about creating a meaningful connection between Paris and Toronto,” said Fabien Allègre, Chief Brand Officer at Paris Saint-Germain. “We’re thrilled to bring a piece of Parisian spirit to the heart of Toronto, aiming to win over hearts and spread the excitement of football throughout Ontario. This store symbolizes a shared journey where Parisian dreams meet the dynamic energy of Toronto.”
The new Paris Saint-Germain store features an impressive assortment of products including team jerseys, headwear, accessories, a full range of Nike and Jordan teamwear, one-of-a-kind collaborations, and Paris Saint-Germain designs exclusively available for the new Toronto location.
“This store is a one-stop destination for Paris Saint-Germain fans in Toronto and those traveling from all over the world, providing them with experiences like a customization station, a signature feature present in many Lids retail locations for fans to further personalize their Paris Saint-Germain gear on-site. In addition, collectibles such as exclusive signed game and non-game jerseys as well as other team items will be available for purchase in-store starting on December 15th,” said the brand in a statement.
The Paris Saint-Germain Queen Street store stands out with its unique offerings. Fans will find an exclusive capsule collection, a collaboration with the Canadian concept store Better Gift Shop, featuring limited-edition jerseys and clothing lines. This store, managed by Lids under its partnership with Fanatics, promises a consistent and exceptional retail experience, mirroring the quality found in other international locations.
“Our partnership with PSG represents a thrilling opportunity to connect with Canadian fans in Toronto,” shared Lawrence Berger, Co-Founder and Partner at Ames Watson, owner of Lids, and Chairman of FanzzLids Holdings. “This store, featuring a broad array of fan and fashion merchandise, is a testament to our commitment to offering unique retail experiences to sports enthusiasts and fashion aficionados alike.”
Looking ahead, Paris Saint-Germain is set to deepen its community involvement in Toronto. The club has announced a partnership with the local NGO Play Forever, focusing on sports and education programs for youth. This includes holiday events, training camps, and special programs connecting local youths with their counterparts in Paris.
Lids, meanwhile, is looking forward to further expansion and engagement with Canadian consumers. The company, known for its extensive network of sports and fashion retail outlets, is setting sights on introducing more innovative and exclusive products tailored to the Canadian market.
As Paris Saint-Germain opens its first Toronto location, Queen Street West (between Peter and Bathurst Street) has moved into a new chapter as the area has shifted into a period of construction and uncertainty with the new Ontario Line construction. The community has taken note of a similar project, the 12+ year Eglinton Crosstown LRT construction at Yonge & Eglinton, and are making decisions on current and future leases accordingly.
Vancouver-based fashion retailer DUER left Queen Street West a few months back to open a new boutique on Ossington. Other brands have left the street post-COVID, including Asics closing and turning into a relocated CIBC. H&M shuttered both its Queen Street West and Bloor Street West locations, with the later having a long-term deal for Fabricland as it awaits development. The Queen Street location has stayed vacant since shuttering earlier this year.
With uncertainty comes opportunity. Sources have told Retail Insider that brands have re-signed bridge leases to keep the street vibrant and occupied for the coming years, as construction on the new subway line isn’t scheduled to be completed until 2031.