Monos, a Vancouver-based travel brand known for its minimalist, thoughtfully designed luggage and accessories, has opened its first Toronto store at 111 Ossington Avenue. The new location, situated near Toronto’s Little Portugal, offers a unique and immersive brand experience that aligns with Monos’ core values of mindful travel, sustainability, and cultural connection.
Designed in collaboration with creative studio Ste Marie, the store draws inspiration from the Japanese concept of “mono no aware,” celebrating the beauty in transient moments.
“Ossington felt like the perfect fit for us,” Monos Co-Founder Victor Tam shared in an exclusive interview with Retail Insider. “It’s an area with a vibrant community where people gather, explore, and connect—values that align perfectly with our brand philosophy.” With this latest addition, Monos aims to build brand awareness in Toronto, tapping into the dynamic Ossington neighborhood to engage with new audiences.
A Multi-Sensory Journey: Blending Design and Local Culture
The design of the Ossington store embodies Monos’ philosophy, offering customers a calming, multi-sensory environment. The space features a central olive tree beneath a custom light installation, surrounded by sculptural plinths of Turkish Rainbow Onyx with flowing water, symbolizing harmony between nature and human experience. Inspired by Little Portugal, the design also includes plastered walls and archways reminiscent of Portuguese architecture, creating a seamless connection between the local culture and Monos’ minimalist aesthetic.
“We wanted people to feel transported as soon as they step inside,” Tam explained. “The Ossington store merges Monos’ DNA of simplicity and serenity with elements from the community around us.” The store design invites curiosity, encouraging visitors to explore each corner while evoking a sense of timelessness and nostalgia.
Sustainability at the Core: Monos’ Environmental Commitments
From its inception, Monos has prioritized sustainability and environmental responsibility. As part of its commitment, the brand joined “1% for the Planet,” pledging 1% of its annual sales to environmental causes, and became certified by Climate Neutral, undergoing annual assessments to reduce its carbon footprint. “For us, sustainability isn’t just about the products we sell; it’s woven into how we operate,” Tam explained. Monos works closely with its manufacturing partners to ensure sustainable practices, using high-quality, durable materials that minimize environmental impact.
“Our goal is continuous improvement,” Tam said. “We believe in a self-audit approach, assessing our carbon footprint yearly and finding ways to reduce it.” These initiatives reflect Monos’ dedication to mindful growth and support its mission to inspire travel that respects both people and the planet.
Halo Effect: How Physical Retail Boosts Monos’ Online Presence
Tam noted that the recent opening of the Ossington store has led to an unexpected “halo effect,” significantly boosting Monos’ online sales in Toronto. This effect mirrors the experience Monos observed with its first store in Vancouver, where local e-commerce sales saw a nearly 40% lift. The brand sees this omnichannel impact as an essential aspect of modern retail. “Physical stores allow people to experience the brand in a memorable way, which resonates online as well,” Tam said.
As a digitally native brand, Monos has successfully combined online and offline channels to build brand loyalty, with the Ossington store serving as a powerful touchpoint that brings Monos closer to its community.
Expanding Beyond Canada: Monos’ Upcoming U.S. Locations
Following its success in Canada, Monos is gearing up for an ambitious U.S. expansion. The brand has already secured five leases across major cities, including New York City, Chicago, Boston, Washington, D.C., and Los Angeles. Each U.S. store will reflect Monos’ design philosophy while embracing the character of its neighborhood. Tam shared that the Chicago location, for instance, will incorporate a cafe and listening lounge, creating what he calls a “hospitality ecosystem” for customers to enjoy.
“In each city, we look for areas with a unique cultural vibe that aligns with our brand,” Tam noted. “We want each location to feel like a thoughtful expression of Monos, with elements inspired by the local area.”
Beyond Luggage: New Product Categories on the Horizon
While Monos has made a name for itself in premium luggage, the brand is expanding into other travel-related categories. It recently introduced limited-edition apparel collections designed for comfort during travel and is exploring additional product lines, including sunglasses and travel-inspired home goods. Tam teased an upcoming product for the home that will tap into sensory experiences, allowing customers to bring Monos’ aesthetic into their everyday environments.
“We see travel as more than just movement—it’s about experiences, memories, and the senses,” Tam explained. “Our goal is to offer products that enhance not only travel but also day-to-day life.” With these upcoming additions, Monos aims to create a deeper connection with customers by offering a lifestyle experience that goes beyond its core products.
The Founding Story: Building Monos with Purpose and Passion
Monos was founded by Victor Tam and his childhood friends Hubert Chan and Daniel Shin, who shared a vision to create a brand that reflects their passion for travel and mindful living. With backgrounds in performance marketing and design, the founders brought complementary skills to the table. “We were all at a point in our lives where we wanted to build something meaningful—a brand that we would be proud to be part of,” Tam shared.
Since its launch, Monos has grown steadily, gaining a loyal following of customers who appreciate its high-quality products, minimalist design, and ethical approach. “From the beginning, we wanted Monos to stand for more than just luggage,” Tam said. “Our aim is to inspire mindful travel and create products that resonate with our customers’ values.”
Looking Ahead: Monos’ Canadian and U.S. Expansion Plans
With Ossington now open and plans for Yorkdale Shopping Centre and Calgary’s Chinook Centre in the works, Monos is set to expand its footprint in Canada while simultaneously breaking into key U.S. markets. As the brand continues to grow, Monos remains committed to delivering a unique, multi-sensory retail experience that resonates with local communities and supports its mission of sustainable, mindful travel.
“Our Ossington store is just the beginning,” Tam said. “We’re excited to bring Monos to more cities and explore new ways to connect with our customers, whether they’re shopping online, visiting our stores, or experiencing the Monos lifestyle in their own homes.”
Kate Camenzuli of CBRE represents Monos for its retail expansion in Canada.
