When La Maison Simons opened its first Toronto store last week at the Yorkdale Shopping Centre, retail expert Carl Boutet described it as more than a retail milestone. For him, the launch signalled a historic moment for Canadian retail, a continuation of legacy, and proof that a family business nearly two centuries old can remain both relevant and surprising.
“Some store openings are about square footage and sales projections. This one is about history, vision, and the rarest of qualities in retail, staying relevant for nearly two centuries while still finding ways to surprise us,” Boutet said, reflecting on the significance of the August 14 debut.
Boutet noted that the Yorkdale store opening felt in many ways like a celebration of Canada’s new legacy retailer. “With thousands on hand, it also was in ways a fitting celebration of what replaces HBC as Canada’s most historic retailer,” he explained.
He added that spending time with Peter and Richard Simons, along with President and CEO Bernard Leblanc, underscored what sets the Quebec City-based brand apart. “I told them how impressed I’ve been over the years, not just with their results, but with their ability to grow nationally without losing the personality and values that have defined them since 1840,” he said.
Ten Years in the Making
The Yorkdale opening had been in planning for at least a decade, according to Boutet. Along the way, the process overlapped with Nordstrom’s entry into and departure from Canada. In an ironic twist, Simons now occupies the very space Nordstrom once held, though with a smaller footprint that better aligns with its philosophy of balance and scale.
“True to form, they took only the space they needed, not more, bringing their signature balance of scale and intimacy to one of Canada’s most prestigious malls,” Boutet said.
The new two-level, 118,000-square-foot store presents an immersive concept that merges art, design, and fashion under the theme “Perennial Ephemera.” Boutet described the experience as a carefully crafted journey.
He described the Yorkdale store as a a two-level, carefully considered space where every detail matters. Architectural lines invite exploration, Canadian art punctuates the journey, and immersive digital installations from Montreal’s Rodeo FX add movement and surprise, he noted.
The design integrates Nelio’s staircase mural “CIEL,” Rodeo FX’s large-scale digital artworks, and the Walk of Frames, which showcases 40 pieces by Canadian artists. The result, Boutet suggested, is a retail environment where shopping is inseparable from cultural discovery.
Competitive Edge in Canadian Retail
Boutet also pointed out the strategic impact of Simons’ presence in leading Canadian shopping centres. He argued that Simons’ unique formula may have contributed to Nordstrom’s exit from Canada.
“I have long believed that Simons’ success in Canada’s best shopping centres was part of the story behind Nordstrom’s retreat,” he explained. “In several markets, they competed directly, but with a sharper appreciation of what Canadian shoppers value most: beautiful design at a fair price, with an edited selection of luxury brands complementing a strong and distinctive private label offering.”
From Quebec to a National Brand
The Simons journey has been marked by strategic risk-taking and a willingness to grow beyond the comfort of its Quebec City roots. Boutet recalled advice the Simons brothers once received from their father: to stay in Quebec City where they “dominated that market.”
“Over twenty-five years ago, recognizing they would need to compete nationally to exist locally at their scale, Peter and Richard made a different choice. They left the comfort of home to open in Montreal, setting the stage for the coast-to-coast brand we know today,” he said.
That expansion, he noted, was supported by a significant investment in infrastructure, including a $215 million head office and e-commerce hub in Quebec. While the pandemic delayed its use, the facility today positions Simons for continued digital growth.
Community, Culture, and Symbolism
Boutet also emphasized Simons’ longstanding commitment to community investment, pointing to the family’s donation of the Fontaine de Tourny to Quebec City.
“That fountain, near their oldest store and across from Quebec’s parliament building, is much more than a civic gift. It’s a symbol of how Simons invests in the communities they serve; a blend of heritage, design, and permanence that reflects their approach to retail,” he said.
The Yorkdale store, he suggested, carries the same philosophy forward, blending commerce with cultural meaning.
The Yorkdale opening is just the beginning of a larger Toronto expansion. In September, Simons will open a second store at CF Toronto Eaton Centre, also in a former Nordstrom space. At 112,000 square feet, it will complement the Yorkdale store and reinforce Simons’ presence in Canada’s largest retail market.
Together, the two Toronto stores are expected to generate approximately $100 million annually, adding to the retailer’s national sales of more than $650 million.
A Rare Global Legacy
For Boutet, Simons represents a rarity in the global retail landscape: a fifth-generation family-owned business, over 185 years old, that is still growing, innovating, and connecting with customers.
Simons is the oldest continually running family-owned retailer in the world. The only company that comes close is C&A in the Netherlands, founded in 1841, making it the second oldest. This distinction underscores the remarkable resilience of the Quebec-based brand and highlights the global significance of its story.
“Peter, Richard, Bernard and team have built something truly rare, possibly one of only ten in the world, an over 185-year-old, fifth-generation retailer that is still growing, still innovating, and still deeply connected to its customers,” Boutet said. “The Yorkdale opening is a promise that Canadian retail, at its very best, has a very vibrant future.”
As he reflected on the milestone, Boutet concluded with optimism: “Longue vie and God’s continued speed, Maison Simons. Here’s to another 185 years of success.”
For the car?