Toronto-based activewear and loungewear boutique Relevé has opened its second location in the city, choosing the affluent Summerhill neighbourhood as the site for its expansion. The new boutique at 1 Rowanwood Avenue W. brings the brand’s distinctive blend of high-end, comfort-driven fashion to one of Toronto’s most exclusive enclaves, joining a growing cluster of upscale retailers and restaurants catering to the city’s elite.
“Summerhill has a very strong appreciation for fashion and wellness, so it was a perfect fit for our store,” said Gillian Medina, founder of Relevé, in an interview with Retail Insider. Medina, a former dancer and mother of two, launched Relevé in 2021 during the height of the pandemic, seeing an opportunity in the growing demand for elevated, wellness-focused clothing.
The brand name itself—“Relevé,” a French ballet term meaning “to rise”—pays homage to Medina’s background in dance. The boutique’s merchandise and design philosophy reflect that ethos, focusing on functional yet fashion-forward clothing that seamlessly transitions from workouts to daily life.
Serene Design, Thoughtful Curation
The new 1 Rowanwood Avenue location was designed in collaboration with interior designer Shirley Meisels of Mhouse, who also created Relevé’s flagship store in Leaside. The boutique, though compact, is intentionally serene and airy.
“It’s a very small store, but it feels open and calming. People walk in and immediately comment on how beautiful it is,” said Medina. “We trusted Shirley completely—she knows what I like, and she did a perfect job again.”
Previously a darker space, the store has been transformed into a tranquil environment with soft tones and open sightlines. Its inviting atmosphere aligns with the Relevé brand, which emphasizes well-being, comfort, and quiet luxury.
Merchandise That Moves With You
Relevé’s Summerhill location carries a similar assortment to its original Leaside boutique at 1727 Bayview Avenue. According to Medina, the curated product mix has translated well between neighbourhoods, attracting a loyal clientele in both locations.
“We’re offering pieces that are high quality, functional, and stylish. The same things that work in Leaside are working here too,” she said.
The boutique features a range of activewear and loungewear brands known for both performance and fashion sensibility. Labels include Alo, Aviator Nation, P.E. Nation, Beyond Yoga, The Upside, APL, Splits59, On Running, Year of Ours, and Vitamin A—many of which use sustainable or recycled fabrics. The store also carries resort wear to meet the evolving travel needs of its clientele.
“Our clients are constantly travelling, so the demand for resort wear isn’t just seasonal anymore,” Medina explained. “We’re definitely leaning into that.”
A Rapidly Changing Area
Summerhill is one of Toronto’s wealthiest neighbourhoods, bordered by other affluent areas such as Rosedale and Forest Hill. The immediate vicinity is seeing significant luxury residential development, including ultra-luxury condominiums like One Roxborough West, where seven full-floor units recently sold for between $16.5 million and $18 million. The nearby 1140 Yonge Street development will add 66 of Toronto’s most expensive condominium residences.
This elevated residential context has fuelled a demand for boutique retail experiences, especially those with a personal touch.
“There’s a strong sense of fashion in this area,” said Medina. “The people who shop here also support the other independent shops nearby. It’s a fashionable community, and they value what we bring.”
Building a Brand During a Pandemic
Medina’s journey with Relevé began in March 2021, a bold move considering the uncertain retail environment at the time. But the timing turned out to be right.
“There was this surging demand for stylish, comfortable activewear as people prioritized wellness,” she recalled. “A lot of others were hesitant to start something new during the pandemic, but I saw it as an opportunity.”
Opening during a period of upheaval meant Relevé was able to tap into a market hungry for quality and comfort—and that appreciation has only grown.
Local Appeal with National Reach
While the boutiques serve local clientele in Leaside and Summerhill, Relevé also ships across Canada and into the U.S. Its online platform has helped the brand build a following in major Canadian cities like Vancouver, Ottawa, and Montreal.
“We see a lot of orders from across Canada. Vancouver is especially strong,” said Medina. “It’s nice to know that the brand resonates in other markets.”
Despite online interest from other provinces, Medina said expansion outside of the Greater Toronto Area isn’t immediately in the cards.
“There’s a lot of opportunity here in the GTA. Having two stores close together makes operations more manageable—especially with young kids,” she laughed. “I don’t think I could handle commuting back and forth to the West Coast!”
Prioritizing Personalization and Service
One of Relevé’s key differentiators is its focus on customer service. Medina credits the store’s success not just to its curated product selection, but also to its emphasis on creating a warm, welcoming environment for shoppers.
“We really do help women feel their best—comfortable, confident, and stylish. Our customer care is part of the reason we’ve grown,” she said.
As large department stores struggle to maintain relevance, boutique brands like Relevé are gaining traction by offering curated experiences and deeper client relationships.
“People don’t want to feel anonymous. They want to be remembered, and they want that personal connection,” Medina said.
Looking Ahead: Growth With Intention
Relevé’s second location comes at a time when many small businesses are still struggling with pandemic aftershocks, rising costs, and changing consumer habits. Medina acknowledges the challenges, but remains focused on steady, intentional growth.
“It’s a grind,” she admitted. “But we’ve created a niche in the athleisure space that sets us apart. There’s always room for thoughtful, well-executed retail.”
As the brand continues to evolve, its blend of style, wellness, and genuine customer care will likely continue to attract those seeking quality over quantity.
“There’s a reason people keep coming back,” Medina said. “We’re not trying to be like everyone else. We’re just trying to be really good at what we do.”
