Canadian fashion retailer Laura Canada is celebrating a remarkable milestone: 95 years in business. From a single boutique on Montreal’s St. Hubert Street in 1930 to more than 140 stores across the country today, the family-owned business has become a household name for women’s fashion in Canada. As the company celebrates its legacy, it is also making bold moves toward the future—with store expansions, digital innovation, and a national Summer campaign that proudly leans into its Canadian identity.
“Our model has always centred on meaningful relationships with customers and employees,” said Josh Fisher, Senior Vice President at Laura Canada and great-grandson of founder Laura Wolstein. “That focus has been key to our resilience, sustaining us long before, through and beyond the pandemic.”
A Legacy Built on Empowerment
Founded in 1930 by Laura Wolstein, a trailblazer for female entrepreneurs, the company opened its first store in Montreal at a time when women’s rights were still evolving—particularly in Quebec, where women only gained the right to vote provincially in 1940. Her approach, which focused on high-quality fashion and personalized service, struck a chord with women who were seeking both style and confidence. Building on this legacy, the brand continues to foster a sense of community by creating welcoming spaces where women feel seen, supported, and connected, both in-store and beyond.
That customer-centric ethos continues to define the brand nearly a century later. “Fashion is a universal language that unites us,” Fisher explained. “Our stores offer constant reminders of the power it has to create shared connection, joy and belonging.”
A National Retail Footprint—and Growing
Despite a challenging retail environment, Laura Canada has not only survived—it has thrived. The company operates over 140 stores across Canada under the Laura and Melanie Lyne banners, employing nearly 2,000 people and serving more than 12 million customers.
“It means the brands have continued to resonate deeply with our customers across the country,” said Fisher. “Many women get very frustrated trying to put outfits together, and find the typical shopping experience too cold and impersonal. By empowering customers to understand how to dress in ways that flatter them, our style advisors play a huge role in animating our stores.”
While other retailers are scaling back, Laura Canada is expanding. The company recently opened a Laura store at Orchard Park in Kelowna, B.C., and will soon open four more locations, including at Emerald Hills in Sherwood Park, just outside Edmonton. Two additional stores—a Laura and a Melanie Lyne—are also set to open at Kingsway Mall in Edmonton, which Fisher noted has significantly improved its tenant mix.
“We’ve just opened Laura at Orchard Park in Kelowna, where we knew we had the customer demand,” he added. “And the store is off to a terrific start, exceeding our projections.”
The company is also undertaking renovations, including an update at Galeries d’Anjou in Montreal, celebrating its 50th year. Meanwhile, a redesigned Melanie Lyne concept has rolled out at CF Fairview Mall (Toronto), CF Market Mall (Calgary), and Mapleview Shopping Centre (Burlington).
“Next year is shaping up to be busy as well, so we’re continuously optimizing our locations across Canada,” Fisher said.
A Proudly Canadian Broadcast Campaign
In May, Laura launched a new national broadcast advertising campaign, its first to air on television. Originally developed as a digital initiative, the campaign evolved into a full-scale patriotic message timed with the NHL Playoffs and amid geopolitical tensions that had stirred national pride.
“When the trade war broke out, we saw how emotional and patriotic customers were feeling, and at the same time there was excitement among our customers and employees around six Canadian teams making the NHL playoffs,” said Fisher. “Everyone was so put off by some of the political narrative, and we felt that this was a way to remind Canadians that there is so much to be proud of when we reflect on the uniqueness of the Canadian experience.”
The campaign aired during high-profile moments like NHL games and has since garnered over a million views on YouTube, alongside widespread broadcast exposure. “Employees and customers were very proud of the message,” he added.
Digital Evolution Meets Human Connection
Though deeply invested in physical retail, Laura Canada has also embraced e-commerce and omnichannel strategies. Rather than viewing digital and in-store as competing forces, Fisher sees them as complementary.
“Stores remain a much more effective way for new customers to discover the brand, for inspiration and exploration, for interacting with style advisors,” he said. “There are times between stores visits when you want to check for new arrivals or get quick inspiration for how to style a top you bought, and a minute or two on your smartphone suffices.”
This summer, the company will roll out Shopify’s Point of Sale and payments system in stores, unifying its physical and digital retail ecosystems. It’s part of an investment in seamless, flexible shopping for customers, with features such as BOPIS (buy online, pick up in store), ship-from-store, online returns in-store, and real-time inventory visibility.
“Our customers aren’t Gen-Z who grew up with technology,” Fisher explained. “So we prioritize innovations that empower our teams to improve the shopping experience, rather than pushing customers to be early adopters of new tech.”
Laura Canada has also invested in clienteling tools that allow style advisors to maintain relationships with customers between visits, and has introduced personalized recommendations via its e-commerce platform and marketing automation.
“Personalization takes different forms,” Fisher said. “But the best form is when customers work one-on-one with a style adviser who understands what flatters her and helps her evolve her wardrobe with each new collection.”
Informed by Customer Insight
Customer feedback is at the heart of Laura’s merchandising and marketing strategies. The company regularly conducts focus groups, gathers digital survey data, and relies heavily on insights from in-store teams.
“Many of our style advisers started as customers,” Fisher said. “They felt so empowered that they decided to join Laura and help other women learn how to dress in a way that flatters them.”
Demographic data, ecommerce analytics, and real estate partnerships also play a critical role in expansion decisions. “We analyze demographic databases for matches with our CRM data, track ecommerce orders and website activity, seek advice from our store operations teams, work with our landlords, and are guided by our real estate advisors at Oberfeld Snowcap,” said Fisher.
Lessons from the Pandemic—and Beyond
Like many retailers, Laura Canada had to adapt quickly during the pandemic. But its long-standing focus on relationships and long-term value gave it a head start on navigating the uncertainty.
“The pandemic demanded agility across all industries, but it also reinforced that sustained retail success still hinges on long term thinking. The demise of The Bay is sad for Canadians who have fond memories working or shopping there, but it’s been sad for a while, ever since its leadership shifted focus to short term wins rather than lasting growth. Now there’s an exciting opportunity for the landlords to improve the tenant mix and drive more traffic to their properties. As a family owned and operated business, we’re able to lead with a long-term perspective.”
In contrast, he points to the struggles of once-dominant Canadian retailers like Hudson’s Bay. “It’s been sad for a while, ever since its leadership shifted focus to short-term wins rather than lasting growth,” he said. “Now there’s an exciting opportunity for the landlords to improve the tenant mix and drive more traffic to their properties.”
A Legacy of Empowerment and Innovation
Laura Canada’s story is one of resilience, reinvention, and relevance. From its roots in a single Montreal boutique to a national presence in malls across nine provinces, the brand has remained committed to empowering Canadian women—through fashion that flatters, service that connects, and strategies that adapt to an ever-changing retail landscape.
As it approaches its 100th year, Laura Canada shows no signs of slowing down.
“We remain focused on building enduring value for the company and those who drive our success: our employees and customers,” Fisher said. “We’ve never closed a store due to ecommerce growth. In fact, when we open a store in a new market, online sales in that market increase.”
In a volatile retail environment, that kind of confidence is rare—and perhaps exactly what has kept Laura Canada thriving for 95 years.
