Global beauty giant Sephora is set to open its second location in downtown Montreal at 1241 Ste-Catherine Street West, replacing a long-standing Armani Exchange store. The move signals confidence in the downtown retail market, even as the recently launched Royalmount shopping centre seeks to draw consumer traffic away from the city core.
The new 4,130 square foot Sephora store will be positioned between The North Face and a recently opened New Balance location, further enhancing the area’s retail mix. Across the street, Alo Yoga recently set up shop at the bustling intersection of Ste-Catherine Street and Rue de la Montagne. Additionally, an Apple flagship store is under construction nearby, across from the prestigious Holt Renfrew Ogilvy, which serves as a key luxury anchor for the district.
Sephora’s Growing Footprint in Montreal
Sephora first entered downtown Montreal in June 2012, opening a store in what was then called Complexe Les Ailes at 677 Ste-Catherine Street West. Following a substantial renovation and expansion, the store was integrated into the newly overhauled Montreal Eaton Centre and reopened in September 2019 as a 12,500-square-foot location, one of the largest in the country.
The decision to open a second downtown store reinforces the brand’s confidence in Montreal’s retail strength. The area around Ste-Catherine and Rue de la Montagne has seen a surge in leasing activity, with new retailers clustering near Holt Renfrew Ogilvy, strengthening the district’s appeal as a shopping destination.
This expansion also positions Sephora as a competitor to Holt Renfrew Ogilvy’s 25,000-square-foot beauty hall, which has been a key player in Montreal’s luxury cosmetics market since its opening in April 2019.
Sephora’s Expansion Across Canada
Sephora’s growth in Canada has been steady since it first entered the country in 2004, opening its inaugural store at CF Toronto Eaton Centre. Since then, the retailer has aggressively expanded, operating 129 locations nationwide with more to come. Sephora is expected to have over 160 stores in Canada by next Spring.
In November 2021, Sephora announced an ambitious plan to open approximately 50 additional stores in Canada. Since then, it has targeted smaller cities and regional malls, increasing accessibility for customers outside of major metropolitan areas.
Jeff Berkowitz of Aurora Realty Consultants acts as broker for Sephora’s real estate selection and lease negotiations across Canada, helping guide the brand’s strategic growth. Berkowitz has been working with Sephora on its Canadian expansion since 2004 then the retailer entered the country.
The company’s continued expansion comes amid speculation that Ulta Beauty, its major U.S.-based competitor, is considering another attempt to enter the Canadian market. Ulta previously explored expansion into Canada before putting its plans on hold.
The Strength of Sephora in Canada
Sephora has become one of Canada’s dominant beauty retailers, not just through its store network but also through strategic community initiatives and digital innovation.
- Community Engagement and Partnerships
Sephora Canada has actively engaged with local communities. In June 2021, the company launched its first-ever National Indigenous History Month Campaign, collaborating with Indigenous artists and creators. This initiative highlighted Sephora Canada’s ongoing commitment to diversity and inclusion.
Additionally, in January 2025, Sephora Canada became the first founding partner and official beauty partner of the Toronto Tempo, Canada’s first WNBA team. This move solidifies the company’s support for women’s sports and empowerment initiatives.
- Digital and Omnichannel Strength
Sephora’s e-commerce platform remains a key pillar of its Canadian success. The brand has embraced digital transformation through services such as:
- Buy Online, Pick-Up In-Store (BOPIS), seamlessly linking its online and physical retail experiences.
- The Sephora App, offering personalized recommendations, exclusive products, and interactive shopping experiences.
Sephora’s Industry-Leading Loyalty Program
Sephora’s Beauty Insider loyalty program, launched in 2007, has amassed millions of Canadian members. The program is structured into three tiers:
- Beauty Insider (entry-level)
- VIB (Very Important Beauty Insider)
- Rouge (premium tier)
Members enjoy exclusive benefits such as early access to sales, free shipping, and luxury gifts, fostering strong brand loyalty in the competitive beauty industry.
Good to see Sainte Catherine Street still attracting more retail, especially now with Royalmount drawing leases that might have gone downtown. All of the shops flocking to Carbonleo’s glittering “luxury mall” could be accommodated in the city centre instead or in some cases in addition. The square footage is there, and with the increasing amout of residential development coming into play, so are the potential shoppers. The street remains a barometer for the health of Montreal’s commercial core.