Vancouver-based Purdys Chocolatier is bringing its renowned chocolates to new communities just in time for the holiday season. As part of a strategy to reach untapped markets, the company has launched six new pop-up locations across British Columbia, Alberta, Saskatchewan, and Ontario. The temporary stores, which opened on November 1, aim to evaluate demand in new regions as part of a broader initiative that could lead to permanent stores in these areas.
According to Kriston Dean, Vice President of Sales and Marketing at Purdys, the pop-up strategy extends the brand’s reach and provides a meaningful way to connect with new communities, ultimately determining which markets are ready for a long-term Purdys presence. This move follows the success of last year’s pilot pop-up locations, which saw a positive response and led to two permanent stores in Cranbrook, BC, and Fort McMurray, AB.
Pop-Up Locations Across Four Provinces
The six new pop-ups are located at Driftwood Mall in Courtenay, BC; LloydMall in Lloydminster, AB; South Edmonton Common in Edmonton; Cornwall Centre in Regina; The Centre Mall in Saskatoon; and Niagara Pen Centre in St. Catharines, ON. The selection was driven by a mix of data from Purdys’ distribution channels, social media feedback, and direct customer requests.
The Cornwall Centre store is the first for Regina, and The Centre Mall location is the second in Saskatoon.
“Locations like Lloydminster and St. Catharines have loyal customers who are thrilled to see Purdys arrive closer to home,” said Dean. “These pop-ups give us a chance to build connections with these communities and understand their needs before potentially committing to a permanent presence.”
Data-Driven Decision-Making for Pop-Up Locations
Purdys carefully considered its customer base in selecting these locations, employing a mix of quantitative data and anecdotal insights. Dean explained that the team analyzed data from Purdys’ fundraising and group purchase programs, which don’t require physical stores. They also reviewed feedback from social media and surveys, as well as comments from loyal customers who had often voiced their interest in having Purdys locations in underserved markets.
“Customers in places like Lloydminster and Courtenay have been asking for us,” Dean shared. “We combined sales data with customer feedback to make informed decisions about where to open these new pop-ups. It’s about being where our customers want us to be.”
Modular Design Ensures a Consistent Brand Experience
Each pop-up features modular fixtures designed to replicate the familiar look and feel of a permanent Purdys store. This innovative setup allows Purdys to maintain its brand identity in a temporary setting. The pop-ups are nearly indistinguishable from permanent locations, although they lack certain offerings like ice cream and custom chocolate cases due to food safety and plumbing requirements.
Dean explained that these modular designs are key to providing a consistent customer experience across all pop-up locations. “We’ve developed these pop-ups to be as close to our permanent stores as possible,” she noted. “This approach ensures new customers feel the full Purdys experience, even if it’s just temporary.”
Six-Month Trial Period Provides Insight for Future Locations
The new pop-ups will operate through Easter, giving each location a six-month period to evaluate customer demand beyond the holiday season. This extended timeline allows Purdys to observe customer response over multiple months, ultimately helping the company decide whether any of these locations should transition to permanent stores. Last year, similar pop-ups exceeded sales targets by 14.5%, which led to permanent stores in Cranbrook, BC, and Fort McMurray, AB.
“Operating through Easter gives us a real sense of the community’s response and sales performance,” Dean added. “With a six-month trial, we can make better-informed decisions about which markets have the potential for a permanent Purdys store.”
Testing New Retail Formats at Power Centres
In addition to expanding geographically, Purdys is testing different retail formats through this pop-up initiative. Traditionally focused on mall-based stores, Purdys is now trying out locations in high-traffic power centres like South Edmonton Common to assess how the brand performs in a non-mall environment.
Dean emphasized the strategic importance of this experiment, as Purdys has built a strong presence in Edmonton over 45 years, making it an ideal location to explore new retail approaches.
Ontario Growth and Future Expansion Opportunities
While Western Canada is Purdys’ traditional stronghold, Ontario remains a significant growth area for the brand. With 27 stores across the province, Purdys continues to identify untapped opportunities in communities like Kitchener and Barrie. Dean highlighted that Ontario, though home to many Purdys stores, still offers a range of expansion possibilities, particularly in regions that are currently underserved.
“Ontario remains a priority for us, as do other regions where we’re not yet present,” Dean explained. “There are still several communities that would love to have a local Purdys, and we’re excited to explore these areas.”
Looking Ahead: Further Canadian Expansion
Beyond Ontario, Purdys sees potential in other provinces, including Quebec and the Maritimes, where the brand has not yet established a physical presence. Dean noted that while Purdys has significant brand recognition in Western Canada, there is ample room for growth across the country.
“We’ve been expanding eastward for years, but there are still many Canadian communities without a local Purdys,” Dean said. “We want to be where our customers are, and as a Canadian-owned, Canadian-founded chocolatier, there’s a special connection we aim to share with communities nationwide.”
