Steel N Ink, the Canadian tattoo and body piercing retailer, is entering a new era of growth with expansions across the country, a franchise program rollout, and its first international store set to open in Austin, Texas.
Founded in Sauble Beach, Ontario in 2005, the brand has transformed from a small seasonal business into one of Canada’s largest body art retailers, bringing tattoos, piercings, and jewelry into the shopping centre mainstream.
“We’ve had a lot of growth over the last year, and it’s only accelerating,” said Jamie Randolph, President of Steel N Ink, in an interview with Retail Insider. “We’ve opened new locations, moved into larger spaces, and introduced our new concept design. On top of that, franchising has taken off faster than we expected.”
New Concept Stores in Guelph and Niagara Falls
Steel N Ink recently relocated to larger stores in both Stone Road Mall in Guelph and at Fallsview Casino in Niagara Falls, Ontario. These expansions were part of the brand’s rollout of a new store concept designed in partnership with Optima, reflecting a more upscale, approachable environment.
“Our Stone Road location was actually our first mall store,” Randolph explained. “When we opened, we had no idea how much demand there would be, so we started smaller. Eventually, we even had to rent a second unit just for office space and extra tattoo stations. Now we’ve consolidated everything into one larger 1,600-square-foot store built to our new concept.”
At Fallsview Casino, the brand moved into a unit double the size of its original store, now located beside Starbucks. Randolph noted that the impact was immediate: “With the new concept and the larger space, we’re already seeing much higher numbers.”
The sweet spot for new stores is typically 1,200 square feet, but in established markets such as Guelph, the company is opening larger spaces to meet demand.
Entering Alberta and Quebec
Steel N Ink’s growth has also extended west and east. In April, the company acquired and rebranded a competitor’s store in Banff, marking its first entry into Alberta.
“The Banff store has been a huge success for us,” said Randolph. “It’s exceeded our expectations, especially through the busy summer season. Tourists see tattoos as souvenirs that last a lifetime. Just like people buy T-shirts or mugs, a tattoo becomes a permanent memory of the place they visited.”
In July, Steel N Ink opened its second Quebec location at CF Carrefour Laval, following its first Montreal store at Royalmount nearly a year earlier. At 1,550 square feet, the Laval store is one of the brand’s larger footprints, reflecting the market’s scale and demand.
Launching a Franchise Program
One of the company’s most significant recent developments has been the introduction of franchising. Partnering with industry veteran Andy Goodman, who has decades of franchise experience, Steel N Ink formally launched its program in December 2024.
“Andy helped us build a strong foundation,” said Randolph. “We’re only six months in, and we already have four franchises sold and in development, with lots of interest from others.”
The first franchise opened at Vaughan Mills in Ontario recently, along with one in Avalon Mall in St. John’s, Newfoundland. The latter marks the brand’s debut in Atlantic Canada. Additional locations are scheduled for Oshawa Centre, Devonshire Mall in Windsor.
Randolph sees franchising as a key tool for reaching coast-to-coast coverage. “In Eastern Canada, we’ve focused heavily on corporate stores. For the west, we’re looking to grow more through franchising. Vancouver, for example, is a major target market for us.”
A Coast-to-Coast Vision
Steel N Ink currently operates 17 corporate stores, with more franchises opening in the coming months. The company expects to reach 21 locations by year’s end. Its long-term vision is ambitious: between 40 and 45 locations in Canada.
“Our goal is to be a true coast-to-coast brand,” Randolph said. “We’re already in Ontario, Quebec, Alberta, and now Atlantic Canada. Each region is responding well to what we offer.”
Avalon Mall in St. John’s has been a particularly strong success story. “When the mall announced our opening, our inbox was flooded with messages,” Randolph said. “Customers wanted to book appointments, and artists reached out to join us. The community has been really excited.”
Beyond Tattoos: Jewelry and Retail
What distinguishes Steel N Ink from many other tattoo and piercing studios is its retail component. In addition to tattoos and piercings, the stores feature large selections of jewelry, including branded collections that appeal to a wide range of customers.
“We’ve become almost like a jewelry store,” Randolph explained. “Other shops might have five choices of jewelry, but we have hundreds. That allows customers to really express themselves.”
The brand carries everything from dog bone earrings for pet lovers to Harry Potter and Star Wars–themed pieces. Randolph noted, “We want people to feel they can come in, browse, and find something that reflects their personality. That’s what sets us apart.”
This retail dimension also makes Steel N Ink more approachable. “Walking into a traditional tattoo shop can feel like a big commitment for some people,” he said. “But in a shopping mall setting, customers can stop in casually, ask questions, and explore without pressure.”
U.S. Expansion Begins in Austin
Perhaps the most significant next step for the company is its international expansion. This fall, Steel N Ink will open its first U.S. store at Barton Creek Square in Austin, Texas.
“That’ll be a corporate store, and we’re really looking forward to it,” said Randolph. “The U.S. market is the next level of growth for us. If we can do 40 stores in Canada, I believe we can eventually do 400 in the States.”
Randolph acknowledged that the brand is moving into the U.S. earlier than originally planned, but said timing is critical. “We’ve started to see copycats here in Canada, and I think someone will eventually bring a concept like ours to the U.S. We want to establish our market share early.”
A Broader and More Diverse Customer Base
The perception of tattoos has changed dramatically in recent years, and Steel N Ink has been a part of that cultural shift. Randolph described the clientele as more diverse than ever.
“Everybody gets tattooed today. We see all walks of life. Sometimes it’s someone in a suit who, if you met them at the office, you’d never know they have a full back piece. There’s no stigma anymore. That’s been amazing to watch.”
From students to professionals, tourists to locals, the customer base reflects a wide demographic. “It’s really opened up to everyone,” Randolph added.
As Steel N Ink continues its rapid growth, the company remains focused on building a strong foundation for the future. That includes expanding its franchise network, strengthening its corporate structure, and preparing for its U.S. rollout.
“Steel N Ink expansion is about more than just opening stores,” Randolph said. “It’s about creating welcoming spaces where people can express themselves, whether through tattoos, piercings, or jewelry. We’re looking for qualified franchisees who share that vision, especially in Western Canada, where we see enormous potential.”
More from Retail Insider:
- Upscale Tattoo Studio ‘Steel N Ink’ to Open at Montreal’s Royalmount After Successful Launching at The Well in Toronto [Interview/Renderings]
- Upscale Body Art-Focused ‘Steel N Ink’ Expanding Locations in Major Shopping Centres [Interview]
- Steel N Ink Expanding Presence with 3 New Locations Set to Open in Canada by Year’s End [Interview]
