Canadian fashion brand RW&CO has opened its first flagship store at Promenades Saint-Bruno, marking a milestone in its 25-year history and a key moment in parent company Reitmans (Canada) Limited’s broader retail transformation.
The 7,800-square-foot location, the largest RW&CO store to date, introduces a reimagined brand identity, combining modern design with a renewed focus on customer experience. The launch signals the next phase of Reitmans’ multi-brand growth strategy and reflects the company’s efforts to evolve with Canadian shoppers’ changing tastes.
“This moment represents much more than a rebrand. It marks a pivotal milestone in our five-year strategic plan and it’s a reimagining of what RW&CO stands for,” said Margaret Thouez, General Manager of RW&CO, in a statement. “We’ve evolved to meet our customers where they are today and where they aspire to be tomorrow.”
A New Direction for a Canadian Brand
Founded in Montreal in 1999, RW&CO has long been recognized for its professional and casual wear collections for men and women. The brand’s evolution now aims to meet the needs of the modern “work-from-anywhere” customer, offering collections that combine versatility, fit, and quality.
The new flagship embodies this shift. Designed in Canada, the store integrates contemporary design cues with lounge-style fitting areas and open, light-filled spaces meant to encourage discovery and comfort. Every detail, from layout to materials, reflects RW&CO’s updated visual identity, first revealed in September.
“This flagship brings our new brand story to life,” Thouez said. “It’s about creating a space where design, innovation, and connection intersect — a place that reflects how Canadians live and work today.”
Design Meets Purpose
Beyond aesthetics, RW&CO’s flagship introduces a concept that merges fashion retail with community engagement. The store will serve as a platform for creative collaborations, events, and local talent showcases, extending the brand’s reach beyond traditional retail.
The company described the new store as a “purpose-driven retail environment that fosters creativity and community,” aligning with Reitmans’ vision to create meaningful and lasting experiences across its banners.
The flagship’s design uses neutral tones, sustainable materials, and modular displays to emphasize craftsmanship and approachability. The atmosphere mirrors the brand’s positioning — sophisticated yet accessible, catering to customers seeking timeless, well-made apparel that transitions easily from work to leisure.
Part of a Broader Reitmans Transformation
RW&CO’s new direction is a cornerstone of Reitmans (Canada) Limited’s long-term strategy to modernize its three banners: Reitmans, PENN., and RW&CO. Under the leadership of CEO Andrea Limbardi, the company has sought to reposition its brands around differentiated experiences and a renewed emphasis on Canadian design.
With 391 stores across the country, including 84 RW&CO locations, Reitmans remains one of Canada’s largest specialty apparel retailers. The company has placed renewed focus on innovation, omni-channel integration, and community relevance to stay competitive amid international retail expansion in Canada.
The Saint-Bruno store, located about 20 kilometers from downtown Montreal, acts as both a symbol and a testing ground for Reitmans’ new retail strategy. The flagship is expected to inform future store designs across RW&CO’s network and guide how the brand interacts with consumers online and in person.
