Vestis Fashion Group is bringing two renowned Italian fashion brands, Marella and Max&Co., to Canada with the opening of their first North American stores in Vancouver in March. The stores will be located at CF Pacific Centre, marking a milestone for the luxury retail operator and expanding its portfolio under the Max Mara umbrella.
Harriet Guadagnuolo, Vice President of Retail at Vestis Fashion Group, noted that these will be the first dedicated storefronts for Marella and Max&Co. in North America. Marella and Max&Co. both cater to a contemporary price point, filling a gap in Vancouver’s fashion market. According to Guadagnuolo, the brands will provide an elegant yet accessible wardrobe option that has been lacking in the city.
“We have a lot of offerings in leisure, we have a lot of offerings at this price point, but when it comes to a little bit more dressed up, taking that everyday and just elevating it with a European vibe, we don’t have a lot of options,” she said. “These brands were an answer to that.”
Prime Location at CF Pacific Centre
The stores will be situated on the upper level of CF Pacific Centre, next to the flagship Apple Store and directly across from Aritzia and Vestis Fashion Group’s existing Max Mara location. Together, the two new retail spaces will span 1,746 square feet.
The opening marks a return to a historic location for Vestis Fashion Group, as Max Mara previously occupied the same space at CF Pacific Centre years ago. The decision to reintroduce these new brands in this location reflects the company’s longstanding presence in the Vancouver retail market.
The lease deal was negotiated by Mario Negris and Martin Moriarty of Marcus & Millichap Canada on behalf of Vestis Fashion Group, while Cadillac Fairview is the landlord for CF Pacific Centre.
Distinctive Store Designs Reflecting Each Brand
Each boutique will feature a design that encapsulates the identity of its respective brand.
“Marella is really that kind of feminine and sophisticated approach to dressing,” said Guadagnuolo. “Max&Co. is a little bit more street style, a little bit edgier. You’ll see more technical fabrics, a little bit more nylon, and interesting elevated basics.”
The Marella store will feature a green marble backsplash at the cash desk, rose gold accents, and bright white elements, reinforcing its sophisticated aesthetic. Max&Co., on the other hand, will have bold red accents, including red countertops and herringbone flooring, staying true to the brand’s signature colour.
Vancouver’s Downtown Core Still Thriving for Retail
The choice of CF Pacific Centre for these openings underscores the confidence in downtown Vancouver’s retail market, despite recent challenges in urban retail landscapes.
“Downtown is still the core of the Vancouver retail industry,” said Guadagnuolo. “We’ve seen great success with Max Mara, and it remains the fashion capital of the Vancouver area. We’ve got great traffic and a diverse mix of people coming through, including tourists.”
Future Expansion Possibilities
With Oakridge Park’s redevelopment expected to become a major retail hub in Vancouver, Vestis Fashion Group is considering additional locations in the future. However, for now, the focus is on the CF Pacific Centre stores.
“Something that we’ve thought about for sure,” said Guadagnuolo. “Right now, we are just launching with CF Pacific Centre and taking it step by step to see how the market reacts.”
Beyond Vancouver, expansion into other Canadian markets, including Ontario, is also on the table. Vestis Fashion Group has previously operated in the United States, with Max Mara locations in Seattle and San Francisco.
“We’ve had stores in other markets before, and it’s certainly something to think about,” Guadagnuolo noted. “For now, our strength is really being on the ground in our local market, understanding our clientele, and expanding strategically.”
Generational Shift in Luxury Retail
Vestis Fashion Group, founded in 1985 by Catherine Guadagnuolo, has played a pioneering role in bringing Max Mara to North America. The company currently operates a Max Mara flagship store on Granville Street, along with Max Mara and Weekend Max Mara locations at CF Pacific Centre and Weekend by Max Mara at Metropolis at Metrotown.
“My mom brought Max Mara as a license to North America—she opened the first Max Mara stores here,” said Guadagnuolo. “This is kind of full circle for us because now we’re opening the first Max&Co. and Marella stores. It’s a generational shift and an exciting new era for our business.”
