KaseMe, the popular phone case brand founded in 2016 by William Giroux and Gabriel Bolduc, is making waves in Canadian retail with its unique approach to customization and in-store experiences. What began as a humble e-commerce operation born out of a cottage basement has quickly grown into a thriving business with four stores in Quebec and ambitious plans to expand nationally.
“We started the brand in 2016,” says co-founder William Giroux. “It was 90 percent e-commerce at first, selling directly to consumers, and the other 10 percent was B2B. We were making custom phone cases with logos and branding for big and small companies – the Montreal Canadiens, Desjardins, and others.”
KaseMe’s growth was rooted in digital momentum. Leveraging social media platforms like Instagram and TikTok, the company quickly built a loyal following. By 2020, the COVID-19 pandemic brought unexpected opportunities. “Our customers started asking us: ‘Are you guys going to open a store someday?’” Giroux recalls.
That year, KaseMe tested the waters with a four-day pop-up shop in Quebec City. The response was nothing short of extraordinary. “There was a line of 150 people waiting to buy phone cases. It was super crazy,” he says. This experiment revealed the brand’s potential for physical retail, a step they hadn’t initially envisioned.
Building a Unique Retail Experience
In 2022, KaseMe opened its first store in Laurier Québec, followed by a location at Galeries de la Capitale in 2023. Most recently, the brand launched stores in Trois-Rivières and Chicoutimi. “We’ve got four stores now, but we’re planning to open four more in 2025 and another four in 2026,” Giroux explains, hinting at expansion outside Quebec.
The key to KaseMe’s success lies in its innovative retail model. Each store integrates “just-in-time production,” offering customers live customization. “You can walk into the store, scan a QR code, upload a photo from your phone, and customize your case on the spot,” says Giroux.
He describes the technology as a game-changer. “We designed and trademarked our machine – the KaseMe NanoPress – for sublimation printing. It’s all done in the back of the store. Once the customer clicks ‘complete,’ it’s ready in 10 minutes. We even send an SMS so they can keep shopping while it’s made.”
This experience, combined with their robust online presence, has created a powerful omnichannel strategy. Giroux notes, “Sixty-five to seventy percent of our in-store customers are new. They’ve never bought from us before, but many will shop online afterward. It’s expanding our customer base in ways we couldn’t achieve through e-commerce alone.”
Plans to Expand Beyond Quebec
KaseMe’s next challenge will be entering markets outside Quebec. “We’re looking at Ottawa, Toronto, and potentially Gatineau,” Giroux shares. “About 20 to 25 percent of our online sales come from Quebec, but the rest is from other provinces. We’re known online across Canada, but in retail, not at all. That’s our challenge – to take a Quebec brand nationwide.”
He acknowledges the hurdles. “For Quebec businesses, expanding out of the province can be tough. There’s the language barrier and other variables. But with the data-driven approach we use for e-commerce, we’ll bring that same strategy to retail.”
KaseMe’s Mission: Self-Expression and Sustainability
KaseMe’s success isn’t just about phone cases – it’s about self-expression and a customer-centric philosophy. “Our mission is simple: ‘We design happiness,’” Giroux says. “We celebrate the power of self-expression. Whether it’s vibrant designs, custom photos, or unique collaborations, we want everyone to have a phone case that’s meaningful to them.”
Their focus on sustainability has also set them apart. “We do just-in-time production,” Giroux explains. “Everything is made by hand, whether it’s one phone case or 2,000 units for a wholesale order. That means less waste, fewer rejects, and no need to overproduce.”
This lean production model has earned KaseMe recognition as a Certified B Corp, reflecting their commitment to environmental and financial sustainability. “Cash flow is one of the biggest challenges for retailers,” Giroux points out. “Producing based on demand allows us to stay efficient and avoid the pitfalls of excess inventory.”
The Power of Design and Collaboration
KaseMe’s in-house design team curates fresh collections every two months, ensuring the brand remains on-trend and relevant. Collaborations with artists, photographers, and creators from around the world further fuel the brand’s appeal. “There’s something for everyone,” says Giroux. “Whether you want a case designed by an artist or one you’ve created yourself, we make it possible.”
This flexibility has also allowed KaseMe to thrive as a wholesaler, partnering with major retailers like La Maison Simons and telecommunications giants Rogers and Bell. “Customization is exclusive to our stores and website,” Giroux clarifies, “but our retail partners love the quality and variety we offer.”
Retail Foot Traffic and Future Growth
KaseMe’s stores, which average 1,000 to 1,200 square feet, are strategically located in high-traffic shopping malls. “We love the organic foot traffic that malls provide,” says Giroux. “About 65 percent of people who walk into our stores buy something. That’s a huge conversion rate.”
He credits the brand’s online following and paid advertising strategy for driving store visits. “We do a lot of paid media – Meta, TikTok, Google, LinkedIn – and we run drive-to-store campaigns. Our social media presence helps create buzz, so when we open a new location, customers show up.”
Looking ahead, KaseMe is experimenting with pop-ups in other provinces to gauge interest. “We’re doing two to three pop-ups per year,” Giroux says. “It’s a great way to test the market. We’ll look at cities like Toronto to see if there’s potential for a permanent store.”
A Strong Foundation for National Expansion
With four stores already operating successfully and eight more planned by the end of 2025, KaseMe is on track for a strong expansion. Giroux remains cautious but optimistic. “After the first eight stores, we’ll analyze the data. If it makes sense to double or triple our footprint, we’ll take that step.”
He emphasizes that KaseMe’s journey has always been about steady, sustainable growth. “We’ve come a long way since the basement of Gabriel’s family cottage. Now we’re at 52 employees, and with our next openings, we’ll hit 100 people. It’s been an incredible journey.”
Final Thoughts
KaseMe’s retail concept is truly one of a kind. By combining customization, sustainability, and innovative in-store experiences, the brand has carved out a niche in the Canadian market. Giroux believes this model has potential far beyond Quebec. “We’re excited to bring KaseMe to more cities across Canada,” he says.
For now, the focus remains on building a strong foundation. “We’re a Quebec brand, but we’re ready to grow,” says Giroux. “The future looks bright.”
KaseMe is working with real estate brokerage Oberfeld Snowcap on the retailer’s store expansion. Julie Ouellet and Kathleen McGuigan are the points of contact.
