Founded in 1994 by Evik Asatoorian, Montreal-based Rudsak began as a leather-focused brand that blended European sophistication with the rugged needs of Canadian climates. Asatoorian, seeking independence from his family’s manufacturing business, launched the brand with a vision for inclusivity and timeless style.
“I wanted to create a brand that reflected our heritage but with a European flavour,” he shared in an interview. “In the first year, we did about $600,000 in business. By the second year, we had more than doubled that, and from there, the momentum grew.”
The early collections focused on leather and outerwear, mixing materials like shearling, nylon, and leather—an approach ahead of its time. Over the years, Rudsak evolved into a full lifestyle brand, offering suits, shoes, bags, and other apparel, but its core DNA remains in leather and outerwear.
Retail Evolution and E-Commerce Growth
For its first six years, Rudsak operated exclusively as a wholesale brand. In 1999, the company opened a flagship store, laying the groundwork for expansion across Canada. By 2018, Rudsak had 35 stores nationwide. However, shifting consumer habits and the challenges of the pandemic prompted a strategic pivot.
“COVID taught us a lot,” Asatoorian explained. “We had to adjust, close some stores, and focus on e-commerce. Today, our online business is our biggest store.”
Rudsak’s e-commerce operations in the U.S. have been particularly successful. “When we launched in the U.S. three years ago, it was a small operation. Today, it’s almost on par with our Canadian e-commerce revenue,” he said.
The brand now operates pop-up stores in key U.S. cities, including New York, Boston, and Chicago, with plans to open more locations. These pop-ups, which can last up to two years, allow customers to experience the brand in person while providing flexibility for the company.
Royalmount Boutique: A New Chapter
The newly opened boutique at Royalmount represents Rudsak’s commitment to innovation and luxury. The store features a sleek, boutique-style design, reflecting the brand’s elevated marketing strategy and focus on high-end aesthetics.
“We’ve embraced a more elegant, high-end presentation,” said Asatoorian. “This new concept allows the garments to flow, creating a refined shopping experience. It’s our first store under 2,000 square feet, which keeps costs manageable while showcasing our diverse collections.”
Royalmount, Montreal’s new luxury shopping destination, was a natural fit for Rudsak. The centre boasts prestigious neighbours such as Gucci, Saint Laurent, and Louis Vuitton, creating an environment that aligns with the brand’s aspirations.
Celebrating 30 Years with a Nostalgic Capsule
To commemorate its 30th anniversary, Rudsak launched a capsule collection inspired by archival designs. “We went back to our roots,” Asatoorian shared. “One standout is the Rocky jacket, a bestseller from 1994 that put us on the map.”
The limited-edition collection combines vintage styles with modern craftsmanship. “It’s not about mass production,” he emphasized. “We produce only 30 to 300 pieces per design, keeping it exclusive and special.”
Looking Ahead: Global Expansion
Rudsak’s ambitions extend far beyond Canada. With distribution agreements in Europe and new retail partnerships in the U.S., the brand aims to make its mark in cold-weather markets worldwide. Partnerships with Ivy League schools, including Harvard, are helping to introduce the brand to younger audiences.
“Europe and the U.S. are huge opportunities for us,” said Asatoorian. “Anywhere there’s a cold climate, our designs resonate.”
The brand is also diversifying its product offerings, with new categories like cashmere and couture ski collections. “We’re addressing the changing climate by introducing lightweight, packable down jackets,” he noted. “This evolution allows us to maintain relevance year-round.”
A Resilient Vision
As Rudsak celebrates three decades of growth, it remains focused on its core values: quality, innovation, and timeless style. The brand’s adaptability—whether through e-commerce, international expansion, or boutique redesigns—positions it well for the future.
“We’re excited about this next chapter,” Asatoorian concluded. “Retail is tough, but for us, it’s been rewarding. The best is yet to come.”
More from Retail Insider:
- Rudsak Plans Further Retail Expansion in Key Canadian Markets and will Open Flagship at Royalmount [Interviews]
- Rudsak Upgrading its Fleet of Stores in Canada with Entertainment, While Expanding Internationally [Feature Interview]
- Canadian Brand Rudsak Shifting Retail Strategy Amid Pandemic: Founder interview
