Roots has opened a new pilot concept store called Roots Outpost at 1096 Yonge Street in Toronto’s Rosedale commercial area. The space marks a meaningful return to the neighbourhood where the company’s first location debuted more than 50 years ago, and it introduces a reimagined retail approach that blends heritage storytelling, local collaborations, and a curated assortment of products.
The Outpost is designed to reconnect customers with the brand’s origins while testing fresh strategies for community-driven retail. The concept integrates archival photography, heritage objects, Canadian art, and warm natural finishes to create a multi-sensory environment that celebrates Roots’ 52-year history.
The new Outpost sits just steps from Roots’ first-ever store, which opened at 1052 Yonge Street in August 1973. For Meghan Roach, President and CEO of Roots, the Rosedale address carries symbolic weight.
“It feels like it’s a really good nod to our heritage to be coming back to a location where it all started, to be launching off the next phase of the brand and testing out some of these new concepts,” Roach told Retail Insider.
The Outpost introduces a smaller, highly curated model, where vintage pieces and select contemporary apparel are displayed in a gallery-like setting rather than among racks of inventory. This format allows customers to engage more directly with store staff and explore the Roots story in a way that is immersive and personal.
Heritage and Modernity Intertwined
Roach described the design as a juxtaposition of vintage and modern elements, with wood benches made from split logs, leather straps from the Toronto leather factory, and archival jackets that recall Roots’ connections with theatre and film productions.
“Some of these vintage pieces you see, you wander around the store and think, wait a second, which is vintage and which is not? It shows how strong the quality and craftsmanship of Roots has always been,” said Roach.
The store carries products that are already available in Roots’ broader network, but the curated presentation highlights items that often get overlooked in larger flagship locations. Fashion-forward collections, script logo apparel, and corduroy jackets appear alongside rare archive garments, such as varsity jackets from Phantom of the Opera and Joseph and the Amazing Technicolor Dreamcoat.
A Community-First Approach
Roots Outpost also showcases third-party brands and local artisans, reinforcing its role as a community hub. Pottery, hand soaps, candles, and apothecary products are currently featured, with more seasonal additions expected closer to the holidays.
“We wanted to pepper in some local makers to expand on the lifestyle of it all, and also entrench into the community,” explained Micah Cameron, Image Director at Roots, who was instrumental in conceptualizing the Outpost.
Cameron emphasized that the store is intended to evolve throughout the year, adapting its displays and product mix to reflect seasonal events and cultural moments, including Roots’ long-standing ties with the Olympic Games.
Vintage as a Draw
The vintage component has quickly become one of the most talked-about aspects of the Outpost. Items such as purple suede shoes once belonging to Marcus O’Hara and limited-edition jackets produced for theatrical promotions are available for purchase, with price points reflecting their rarity.
“The Phantom of the Opera jacket, for example, is around $1,600. They are essentially priceless, but they’re available for customers who truly value that piece of history,” said Cameron.
These items are curated by Cameron herself, who sources and authenticates pieces from collectors, often acquiring accompanying stories that enrich the merchandise. “It’s been such a huge hit. People are really loving the connection to storytelling, the quality, and the history behind it,” she added.
Leather Innovation in a Heritage Setting
Roots’ Toronto leather factory, still in operation today, plays a central role in the Outpost concept. The store will introduce limited-run leather capsules made from archival materials, designed specifically for the Rosedale location.
“This is a great proof of concept, where we can test out beautiful pieces and reintroduce the smaller batch approach that was always part of Roots’ DNA,” said Cameron.
Jeff Berkowitz of Aurora Retail Group negotiates leases for Roots in Canada. The Roots outpost is in a retail space formerly occupied by retailer Ellie Mae.
