SMYTHE, a luxury women’s brand based in Toronto, is opening its second standalone store location in Calgary. The brand is recognized for its ready-to-wear fashion, and is evolving to meet consumer needs as it looks to continue to expand.
“We are super excited to be expanding our bricks and mortar in Calgary this week. We chose Calgary because we have a strong customer base there and actually, Alberta is our strongest customer base outside of Ontario where we are from so that is really exciting. We are chasing growth like everyone else is and we do it in a lot of different ways,” says Andrea Lenczner, co-founder of SMYTHE.
The new store, located in CF Chinook Centre and spanning 1,500 square feet, will offer an extensive assortment of SMYTHE clothing. This includes its latest seasonal offerings as well as SMYTHEHOUSE, the brand’s signature line featuring design updates, fabrics, and colours. The Calgary location is opening on February 23rd, 2024 and Lenczner says they will be hosting a grand opening where guests can explore the new space with treats and refreshments.Â
“We felt like there was a big hole in the market when Nordstrom Canada left, and so in we go to Chinook. We are very excited to work with a local designer there, Nam Dang Mitchell. She lives in Calgary and she is a designer Christie and I admired for many years. We showed her our Toronto store and we asked her to put her own spin on that and make us a sister store in Calgary, which she has done impeccably and beautifully and we are so thrilled with how it looks.”
Background and expansion
Launched in 2004, the brand opened its first location in Toronto two years ago, and has plans to expand. While Lenczner was reluctant to provide specific details regarding where or how many locations within the next few years, she said they “have expansion plans throughout North America.” In a past Retail Insider interview, Lenczner mentions interest in expanding standalone locations into areas such as Montreal, New York, Los Angeles, and Nashville markets: “The ideal SMYTHE storefront would be between 1,000 to 1,500 square feet and be located in upscale shopping areas near home furnishing retailers, fitness and cafes,” writes Craig Patterson in his article back in 2022.
The Toronto storefront is located at 1116 Yonge Street and is 1,250 square feet. The location was designed by Ashley Bottom and Tommy Smythe. The inspiration of SMYTHE began when the founders Lenczner and Christie Smythe wanted to create perfect blazers for women. Along with clothing, the brand is also known for accessories such as hats and scarfs, and fragrances which includes a partnership with the brand Fueguia 1833.
New offerings
The brand is not solely focusing its efforts on store expansions, but is also looking to improve its digital presence and product offerings: “We are looking to grow, build our team, and build infrastructure to meet growth targets. And we also have product expansions always in the works, we are always developing new products.”
As the brand has seen a lot of success with its exclusive collection SMYTHEHOUSE, which is available through the brand’s channels, Lenczner says the brand will continue to grow the collection by listening to what consumers are looking for.
“We are just really growing that business because we have seen such a response to it. It seems to be really resonating with our customers … we are always working on collaborations to bring excitement, newness, and activations to our store and to our customers.”
Consumers can expect a new collection for every season and its collection for Spring 2024 is already out: “It is a seasonal business, there is always a collection … so there is constant newness to the stores.”
Making a difference
SMYTHE has a collaboration with Augden which celebrates the craftsmanship of indigenous incan artists who create each piece by hand using locally-sourced alpaca yarns from the Andes Mountains. Beyond the designs and products, the collaboration empowers women artisans and allows them to support families and their communities. The collaboration provides a step forward in fashion as the brand is not only luxurious, but is also ethically and socially responsible.
SMYTHE’s collections can be found in multi-brand retailers including Holt Renfrew, Saks Fifth Avenue, Neiman Marcus, Andrew’s, Carriage Trade, Simon’s, and more.
“The store itself is worth a visit, Nam Dang Mitchel from Calgary did an unbelievable job. We are super proud of it.”
