Toronto Designers Market, a retail incubator for Canadian designers, is marking its two-year anniversary at the Holt Renfrew Centre in Toronto. Located on the lower level of the shopping centre at 50 Bloor Street West, the store has become a destination for shoppers seeking unique, locally made fashion, accessories, and home decor. As part of its growth strategy, the retailer is undergoing a significant transformation, rebranding as Wilkes & Bowens within the next month.
The move signals an evolution in the retailer’s mission, with plans to expand its offerings by bringing in designers from across Canada while maintaining its commitment to local talent. Owner Karen Ferguson, who has been at the helm since acquiring the business in 2019, discussed the store’s journey, the rebrand, and the vision for the future.
A Decade in the Making
Although the Toronto Designers Market has only been at its Bloor-Yorkville location for two years, the brand itself has a much longer history. Originally launched in Toronto’s Parkdale neighborhood in 2015 by Joshua James, the market has undergone several transitions in leadership and location. Ferguson, one of the original designers at the market, took ownership in 2019 and led its relocation in 2023 to the high-traffic Bloor-Yorkville area.
“We’re actually celebrating two birthdays,” Ferguson said. “Toronto Designers Market has been around for 10 years, but it’s been two years since we relocated to Holt Renfrew Centre.”
The shift to a more upscale location came with both opportunities and challenges. “This space is completely different from our previous one in Parkdale. We had to rebuild and introduce ourselves to a new audience, but it has given us access to a more affluent clientele and a prime retail environment,” she added.
Rebranding to Wilkes & Bowens
Ferguson is preparing for another major change—renaming Toronto Designers Market to Wilkes & Bowens. The name holds deep personal significance for her.
“Wilkes is my mother’s maiden name, and Bowens is my maiden name—both represent my foundation,” Ferguson explained. “I want to build on that foundation and translate it into the business.”
Beyond sentimental value, the rebrand is also a strategic move to support future expansion. “With ‘Toronto Designers Market,’ the name itself is limiting if we want to expand beyond this city. You can’t really have ‘Toronto Designers Market, Vancouver Edition,’” Ferguson noted. “Wilkes & Bowens allows us to create something that isn’t confined to one city, opening the door to future locations across Canada and even internationally.”
Expanding Canadian Talent
A core component of the rebrand involves bringing in more designers from across the country. “Over the last two years, I’ve been scouting brands in Montreal, Vancouver, and Calgary—there is incredible talent across Canada,” Ferguson said. “We’re expanding our reach so that it’s not just Toronto-based designers but a true reflection of Canadian creativity.”
While Toronto Designers Market has always provided emerging designers with a platform to test their products in a retail setting, the rebrand will emphasize mentorship and industry education. “We don’t just sell their products; we provide them with resources and knowledge on how to scale their business,” Ferguson said. “From understanding wholesale pricing to learning about UPC codes and fulfilling large purchase orders, we help designers prepare for the next step in their retail journey.”
A Testing Ground for Emerging Brands
Several designers who launched their brands at the market have successfully expanded into their own retail spaces. One example is designer Ross Mayer, a veteran in the industry who used his time at Toronto Designers Market to re-engage with customers before opening his own store.
“Ross has been designing for over 25 years, and he spent the last two years testing the market with us,” Ferguson said. “It helped him understand his customer base in Yorkville and solidify his decision to open his own boutique.”
This process of incubation has been a defining feature of the market. “A lot of stylists and industry professionals tell new designers that they should come to us first,” Ferguson added. “It’s an opportunity to test their brand in a real retail environment before making the leap to their own store.”
Evolving Consumer Behaviour and Retail Challenges
The past two years have also brought challenges, particularly in the post-pandemic retail landscape. Ferguson has observed shifts in consumer behaviour, with many shoppers still exercising caution in their spending habits.
“Retail is still recovering from the pandemic. While the government says things are back to normal, consumer mentality hasn’t fully shifted,” she explained. “People are more hesitant, cautious with their spending, and quick in their shopping visits.”
In addition to consumer hesitancy, the store has faced security challenges, including two break-ins. “Shrinkage is a reality for any retailer, but the break-ins were a tough blow,” Ferguson admitted. “Thankfully, Yorkville has a strong retail community and dedicated police presence, which helps create a supportive environment.”
The Future of Wilkes & Bowens
Looking ahead, Ferguson envisions expanding beyond Toronto. “My dream has always been to take this concept to other places—whether that’s another Canadian city, the Caribbean, or even Paris and London,” she said. “We want to create a space where Canadian designers can showcase their work internationally.”
As part of the transition, the store will launch a new marketing campaign to introduce the Wilkes & Bowens name. “We’ll start with social media, our website, and possibly some in-store events and contests,” Ferguson shared.“We want to engage our customers and make them part of this journey.”
Despite the challenges of rebranding, Ferguson remains optimistic. “It’s been a wild journey, but it’s also exciting. We’re not just changing a name; we’re building something bigger—a brand that can grow and represent Canadian designers on a larger stage.”
I love visiting the space in Holt Renfrew Centre. Karen is so full of positive energy and I always feel welcome. I love that Karen supports Canadian Designers and she always seems the perfect piece for me.
Karen, I am so proud of you.
🇨🇦🇨🇦🇨🇦