Twin brothers Byron and Dexter Peart, widely recognized for launching the minimalist luxury brand WANT Les Essentiels, have returned to their hometown of Montreal with a new mission and a bold new retail concept. Their latest venture, GOODEE, has officially opened its first permanent retail location in Westmount at 4820 Sherbrooke Street West. The 1,000-square-foot space merges sustainability, exceptional design, and global craftsmanship in a curated, intentional environment that reflects the brothers’ evolved philosophy of conscious commerce.
“It’s a bit like coming back home,” said Dexter Peart in an interview. “Westmount was where we opened our first store with WANT. Now, years later, with GOODEE, it feels right to return to a neighbourhood we know so well—and one that knows us.”
What’s in a Name? Good Design, Good People, Good Impact
The name GOODEE encapsulates the brand’s core mission: to offer consumers good design from good people that creates a good impact. It’s a simple but powerful philosophy.
“When we were developing the brand, we wanted a name that would resonate emotionally and culturally,” said Dexter. “GOODEE is lighter, more joyful. It makes people smile when they hear it, and that’s the kind of energy we want to project—hopeful, colourful, accessible.”
Byron Peart agreed, adding, “The conversation around sustainability and ethics in design can often feel heavy or overly academic. GOODEE brings an uplifting and approachable tone to the dialogue.”
That tone is also reflected in the physical space. The retail store has been designed to feel more like a warm, lived-in home than a stark gallery. With tactile surfaces, natural materials, and vibrant displays, the store is meant to stimulate the senses and spark curiosity.
A Curated World in 1,000 Square Feet
Stepping into the GOODEE store is meant to feel like stepping into a global home—one where every object tells a story. According to Byron, “People keep saying the space feels comforting, inviting. It’s already being described as a home, and that’s exactly the atmosphere we hoped to create.”
Inside the compact yet carefully arranged space, shoppers will find products from over 30 countries, ranging from home décor and tableware to gardening tools and children’s furniture. Everything is sourced with strict sustainability and ethical standards in mind.
Signature brands featured in the store include The Baba Tree, known for its vivid, handwoven baskets from Ghana, and ecoBirdy, a European brand that turns recycled plastic toys into beautifully designed children’s furniture.
“These are products that aren’t just beautiful—they’re meaningful,” said Dexter. “The Baba Tree is a fair-trade leader in Bolgatanga, while ecoBirdy runs educational programs teaching children about recycling. It’s that layered story that adds value beyond the product itself.”
Sustainability Meets Curation: The GOODEE Approved Process
What sets GOODEE apart is its rigorous vetting process. The brand’s internal assessment system—originally a 29-question survey—has matured over the years into a robust framework for evaluating the sustainability and ethical footprint of every brand and product it carries.
“We’re not trying to replicate what B Corp does,” said Byron, “but we are trying to highlight impact in all its diversity. Some brands focus on recycling, others empower women in underserved communities. Our job is to platform those efforts and make them visible to customers.”
GOODEE’s commitment is so deep that it publishes a detailed Impact Report annually, offering full transparency into its sourcing, partnerships, and environmental performance. For a company only six years old, having already issued five Impact Reports is an impressive feat.
“This isn’t about greenwashing,” Byron emphasized. “This is about creating trust through transparency. We want our customers to buy less, but buy better.”
Digital First, Physical Next: Building a Bridge Between Worlds
GOODEE was launched in 2019 as a digital-first platform, a space where thoughtful consumers could discover and purchase ethically made home goods. The Peart brothers chose to start online to reach the widest possible audience across North America, but they always knew there would be a time to go physical.
“We realized there was a growing need to meet our customers in real life,” said Dexter. “There’s something irreplaceable about seeing, touching, and experiencing these products in person.”
The Montreal store is not GOODEE’s first foray into physical retail—previous pop-ups in Los Angeles and New York City tested the waters. However, this permanent space in Montreal represents a key milestone.
“We’re thinking of this as version 1.0,” said Dexter. “It’s a space for us to refine what physical retail means to GOODEE. Once we’ve honed that, yes—we absolutely have ambitions for more stores in other cities.”
Westmount as a Symbolic Launchpad
Choosing Westmount was more than a matter of convenience. Beyond its proximity to the GOODEE headquarters and the Pearts’ personal lives, the area also holds symbolic value.
“Westmount is going through something of a retail renaissance,” said Dexter. “We felt like we could be part of that revitalization. The last time we opened here, it was during a similar moment of transformation. It’s exciting to contribute again.”
The brothers also appreciate that being close to their office—just 10 minutes away—allows for nimble management and a hands-on approach to operations. “It’s a way to stay connected to the team, the customer, and the mission, all in one space,” Byron added.
A Merchant’s Heart: Serving the Customer with Purpose
Byron, who has been spending much of his time on the retail floor since the store’s opening, sees his return to physical retail as a natural extension of his roots.
“I worked in stores when I was young—I’m a merchant at heart,” he laughed. “What I love about GOODEE is that we’re combining that love of retail with a higher purpose. We’re not just selling things; we’re telling stories, we’re building community.”
And it’s clear that this mission resonates with customers. In the few days since opening, shoppers have responded emotionally to the space, often commenting on how “different” the store feels compared to other retail environments in the city.
“This is not a transactional space,” Byron stressed. “It’s experiential. It’s thoughtful. It’s joyful.”
Looking Ahead: A Scalable Vision with Soul
As GOODEE establishes its first physical footprint, the Peart brothers are already thinking about what comes next. While they remain grounded in their digital platform, they see enormous potential in selective brick-and-mortar expansion.
“There are cities in North America that are already highly engaged with our brand,” said Dexter. “We’re keeping a close eye on where those communities are strongest and how we might be able to serve them better in person.”
But wherever GOODEE goes, its values will remain constant: ethical sourcing, design integrity, meaningful storytelling, and human connection.
“We’re small and mighty,” Byron said. “We’re not trying to be everything to everyone. We have a point of view—and in today’s retail landscape, that matters more than ever.”
A New Kind of Retail Experience
In an era when many retailers are struggling to define their purpose or differentiate their offering, GOODEE stands out for its clarity, consistency, and heart. The Westmount store is more than just a retail location—it’s a manifestation of a philosophy, one built on decades of design experience, deep ethical commitment, and a belief in the power of beauty to effect change.
“This isn’t about trends,” said Dexter. “This is about timeless values—about living with intention and choosing products that reflect that. That’s the future of retail as we see it.”
