UK-based luxury sleepwear and loungewear brand Derek Rose has opened its first store in North America in Toronto. The boutique at 14 Hazelton Avenue features a range of men’s, women’s and children’s sleepwear, luxurious loungewear, leisurewear and men’s underwear.
The brand is known for its fabrication and unique prints in smooth silk, cotton, cashmere, and stretchy modal jersey. Founded in London in 1926, Derek Rose continues to be family owned and operated to this day.
To bring the signature “feel-good living” experience to North America, Derek Rose teamed up with the Rebecca Santo Domingo and William Grant of Feel-Good Partners Inc. (FGP), a leading luxury operator in Canada. They explained the brand’s ethos: “Feel good living is the tagline for the brand, it’s about feeling good while wearing the clothing to enhance what you value most, your free time.”
Speaking to the Derek Rose brand, Santo Domingo said that it’s also about “understanding and appreciating the value of free time spent alone, or with family and friends.” She went on to say that “the brand mission is to design products that enhance these valuable moments.”
The 1,000-square-foot main floor of the new store showcases an extensive range of Derek Rose’s premium products of men’s, women’s, and children’s wear.
Luxurious pieces can be found in the store in silk, cotton, cashmere, and micro modal. Grant mentioned a standout piece set to arrive in October: “We have an item called The Duke, which is the most expensive piece in the collection. It’s a cashmere robe, lined in silk, and retails for $4,705.”
The store’s offerings will soon expand to include resort wear that will be arriving in October.
A bar area at the back of the store features Derek Rose’s tagline “Feel-good Living“ in neon red lights. The area was designed to host clients during private appointments and for private shopping events, serving complimentary beverages from coffee to champagne and food served from restaurants in the neighborhood. Visitors are encouraged to come into the store and stay a while, immersing oneself in the brand.
DWSV Realty acted as brokers for Derek Rose and negotiated the lease deal for the new Hazelton Avenue store.
LG Design Build was behind the construction of the new retail space, and WüdCulture built all of the fixtures and bar in the store. The result is a clean, beautiful space that complements the luxurious products on display.
The store has additional downstairs space used for back-of-house operations, with a stock room, an office, kitchen, and bathroom. Soon there will also be a showroom, providing clients the opportunity to get a sneak peek of next season’s collection.
The Derek Rose brand has been around for nearly a century. Derek Rose has been based in London, England since 1926. Third generation, family owned and operated, Sasha Rose is the CEO of the company. The legacy of quality and craftsmanship has been a key factor in Derek Rose’s enduring success and expansion into new markets.
In an interview, Grant hinted at future growth: “A North American expansion is on the horizon. New York, Miami, Los Angeles , Montreal, maybe Vancouver, or a second Toronto location are possibilities.”
The choice of Yorkville for Derek Rose’s first North American location is no coincidence. The area is known for its high-end stores and affluent clientele, making it an ideal fit for the brand’s luxury offerings.
The area is also changing rapidly, as luxury brands open stores nearby. French bakery and sweets retailer Ladurée will open in early October nearby on Cumberland Street, and US-based jeweller Chrome Hearts will also open a by appointment showroom on Scollard Street this fall.
The heritage building where Derek Rose is located adds character to the experience. Before Derek Rose took possession of the space, art dealer Hazelton Fine Art Galleries occupied the address for years before recently relocating to Bay Street.
Derek Rose products are carried in its stores, as well as in selected luxury retailers globally. Derek Rose operates four stores in London, UK, one store in Dubai, and soon Saudi Arabia. Toronto is the first North American store, with strategic expansion to follow.
