Smeg, the Italian appliance brand known for blending technology, style, and craftsmanship, has opened its first Canadian showroom in Toronto’s Bloor-Yorkville neighbourhood. The 2,900-square-foot flagship, located at 2 Bloor Street West at the iconic intersection of Yonge and Bloor, represents a milestone for the company’s expansion into the Canadian market. The opening brings a new immersive design and culinary experience to the country’s most prestigious retail district, adjacent to luxury fashion houses and a large Lululemon flagship.
“We are thrilled to bring the first Smeg showroom to Canada, creating a space where design, innovation and Italian craftsmanship come to life,” said Gisela Mussen, General Manager of Smeg Canada. “This showroom marks a milestone for our expansion in Canada, and we look forward to connecting with the local community through curated experiences that celebrate our passion for innovation and quality. Yorkville’s vibrant and sophisticated atmosphere makes it the perfect home for our first Canadian showroom.”
The Toronto flagship introduces several global firsts for the brand. Most notably, it is home to the world’s first on-site Smeg café, designed as a welcoming entry point to draw visitors into the space and foster a sense of community. “What I wanted from this whole concept was to bring customers into the store and create moments that connect them to the brand,” said Mussen during a tour of the new location.
On the upper level, a fully outfitted live kitchen has been designed to host chef demonstrations, VIP dinners, and private events. “This is the first time we’ve had a live kitchen in downtown Toronto,” Mussen explained. “We will be offering interactive masterclasses, tutorials, and curated events, which will allow guests to experience Smeg appliances in action.”
Design Details and Investment
The new showroom was years in the making and involved an investment of over $4 million, according to Mussen. “Most of this was flown in from Italy, and we wanted to ensure that this space followed Smeg’s global brand guidelines,” she said, noting that every detail from the finishes to the signature green space was carefully planned.
The store’s design balances minimalist Italian architecture with warm textures and natural light, taking advantage of its position facing one of Toronto’s busiest intersections. “It’s surprisingly bright in here,” Mussen observed, pointing towards the south-facing windows facing busy Bloor Street.
Inside the showroom, visitors can explore Smeg’s full range of products, from iconic FAB refrigerators to the newly launched matte-finish collections. “Everybody recognizes our brand from the smaller appliances and fridges, and we wanted to showcase every colour option here because most retailers can’t carry them all,” Mussen said. “This space allows people to see the entire collection together, just like walking into a luxury fashion boutique.”
One highlight is the debut of Smeg’s new washer-dryer line, which is being shown in Canada for the first time. “This is an important launch for us, particularly for the condominium and multi-residential market,” said Mussen. “We already have about 250 builder projects across the country, and this showroom will serve as a place to bring those clients through.”
Exclusive Collaborations and Canadian Tie-Ins
Smeg is widely known for its creative collaborations with designers and brands, including Dolce & Gabbana, Disney, and Supreme. The Toronto showroom highlights these limited-edition pieces and features a Canadian-exclusive collection created with OVO, Drake’s lifestyle brand. “The OVO collaboration was something very centric for Canada,” Mussen said. “It’s the only time we’ve used gold lettering outside of our Dolce & Gabbana partnership, and we wanted it to be special.”
In addition to the OVO appliances, the store features a Canadian flag refrigerator, one of only a few country-flag editions produced by Smeg worldwide. “We have flag fridges for the US, UK, Italy, and Australia, and now we’re proud to have one that celebrates Canada,” said Mussen.
The Growing Luxury Appliance Market in Canada
Despite economic headwinds, Mussen said that demand for premium and luxury appliances remains robust. “Business is so up,” she said. “The market for luxury and premium luxury has continued to be strong. We have not seen a slowdown, which is remarkable.”
She noted that Canadian consumers are increasingly design-conscious and willing to invest in statement pieces for their homes. “People are not just looking for anything, they’re looking for design-driven products that become a centerpiece of their kitchens,” she explained. “And with our showroom, they can finally see and experience the full range in person.”
Expanding the Brand’s Footprint in Canada
The Toronto flagship is the first step in Smeg’s Canadian retail expansion. “Our biggest market right now is out west,” Mussen revealed, noting strong sales in British Columbia. “Vancouver would be a natural choice for our next showroom, and we’ll look at that once we get our footing with this location.”
Montreal, while appreciative of Smeg’s design aesthetic, has been slower to convert to sales due to pricing and demographics. “It’s too high-ticketed for the Montreal market, even though they love the brand,” said Mussen. “Toronto and Vancouver are where we’re seeing the strongest growth.”
The opening of the Smeg Canadian showroom connects Toronto to a network of 19 flagship locations in major cities worldwide, including London, Milan, and Hangzhou. These stores share a consistent design language and act as cultural hubs, often hosting culinary events and collaborations with architects and designers.
“Globally, Smeg showrooms are always in the high-end district of whatever city they’re in,” Mussen explained. “Being on Bloor Street aligns us with luxury brands like Gucci and Louis Vuitton, which is exactly where we want to be as a brand.”
Building a Community Around Design
The Smeg café, located on the main level, is expected to become a destination in its own right. It will serve artisanal beverages and function as a gathering point for design enthusiasts and the local community. “We will be using the café to host curated events and bring people into the store,” said Mussen. “It’s about more than just selling appliances, it’s about creating moments.”
By blending retail, hospitality, and design culture, Smeg aims to strengthen its connection to Toronto’s urban audience. “This showroom is about building community,” Mussen said. “It’s about connecting people to the brand in a way that goes beyond the transaction.”
