Paris-based cashmere brand KUJTEN is looking to make its first foray outside Europe by entering the Canadian retail market. Known for its premium Mongolian cashmere and modern designs, the brand plans to open stores in Toronto and Montreal, targeting upscale locations.
Aurora Realty Consultants, with Jeff Berkowitz leading the initiative, has been enlisted to spearhead the expansion. The initial focus will be on securing boutique spaces in prime retail areas, ranging from 1,000 to 1,500 square feet.
About KUJTEN: Redefining Cashmere Fashion
KUJTEN was founded in 2012 by friends Carole Benaroya and Stéphanie Eriksson, who shared a vision to modernize cashmere fashion. Named after Mount Kujten, Mongolia’s highest peak, the brand honours its deep connection to the region known for producing the world’s finest cashmere.
Drawing on their diverse expertise—Benaroya’s finance background and Eriksson’s fashion industry experience—the duo created a brand that marries luxury and innovation. Unlike many traditional cashmere brands that focus on neutral tones and classic cuts, KUJTEN introduces vibrant colours and contemporary designs to its collections. Offerings include sweaters, cardigans, dresses, and accessories designed to appeal to a younger, fashion-forward audience.
With 46 retail locations across Europe, KUJTEN has established itself as a significant player in the luxury cashmere market. The brand operates 39 standalone stores and 7 concessions within department stores, strategically located in high-traffic and high-end retail destinations.
Aurora Realty Consultants Leading the Way
Aurora Realty Consultants, a Canadian brokerage firm renowned for its expertise in retail real estate, will guide KUJTEN’s entry into the Canadian market. Jeff Berkowitz, a seasoned broker with extensive knowledge of luxury retail, is leading the initiative.
Toronto and Montreal are the initial target cities for KUJTEN’s Canadian expansion, according to Berkowitz. Ideal store locations could include upscale shopping centres and/or upscale shopping streets.
KUJTEN’s Unique Edge in the Cashmere Market
KUJTEN distinguishes itself through its exceptional material quality, contemporary design, and ethical practices. The brand sources its cashmere directly from Mongolia, where it partners with local herders to ensure the finest fibres are used. This approach guarantees superior softness, durability, and eco-friendliness. In addition, KUJTEN’s transparency in sourcing and production resonates with the growing number of consumers prioritizing sustainability.
The brand’s use of bold colours and modern cuts further sets it apart in a market traditionally dominated by neutral tones and classic styles. This differentiation appeals to a younger demographic seeking high-end fashion with a fresh perspective.
The Competitive Landscape in Canada
The Canadian cashmere market already features strong players, including Italian giants Loro Piana and Brunello Cucinelli, and local brands such as Black Goat Cashmere. These brands are renowned for their timeless elegance, craftsmanship, and exceptional quality, commanding a loyal following among affluent shoppers.
KUJTEN’s vibrant designs and focus on sustainability could provide it with a competitive edge. While its competitors emphasize more classic styling, KUJTEN appeals to modern, fashion-conscious consumers who seek a blend of luxury and individuality.
Furthermore, the brand’s competitive pricing strategy, combined with its emphasis on ethical production, positions it as a unique offering in the market.
