Angelica Fehr, owner of Twisted Goods, calls herself an “accidental entrepreneur”, but she has guided the Canadian gift store chain through years of growth, including recent expansions in Alberta and Saskatchewan.
Fehr took over the Saskatchewan half of Twisted Goods in 2012 and purchased the remaining Calgary stores in 2015, giving her full ownership of the company.
“I took over from Shashi (Behl), the previous owner. I worked for her for several years before that. In 2015, I bought the rest of the company, the Alberta stores, the two Calgary stores,” she said.
The company now operates six permanent stores: two in Saskatoon, two in Calgary, and one in Edmonton, along with occasional pop-up locations, such as a temporary store in Regina in 2021. The most recent permanent store opened in Edmonton’s Southgate Mall in 2020.
Twisted Goods positions itself as a gift store offering unique items designed to bring joy, whether for oneself or others.
“We see ourselves as a gift store. The idea is that it’s nothing anyone really needs, but just things that make you happy or remind you of someone you love,” Fehr explained. “Something out of the ordinary.”
The company focuses heavily on Canadian vendors, including smaller makers capable of supplying its multiple locations, and women-owned businesses.
“We’ve been so incredibly supported by a base of customers who are women that we really like to pass that on,” she said. The store also sources internationally, ensuring high-quality products at approachable price points and from suppliers with fair practices.
In terms of sales, Fehr noted that Calgary stores are the company’s highest revenue locations, primarily due to population and location. Expansion remains a goal, though Fehr said growth has been intentionally cautious given the evolving retail landscape.
“Expansion is on our list of things to do, probably still a couple years away until we really start considering faster expansion again,” she said.
Fehr grew up in Estevan, southeast Saskatchewan, and now considers Saskatoon home. Her journey with Twisted Goods began with a temporary maternity-leave management position, which evolved into a full-time career.
“I have zero management experience. I’ll take this for one year and get some management experience and then go back to my merchandising with the goal of eventually becoming a buyer. Obviously stayed forever after,” she recalled.
“I fell in love with the company. I fell in love with Shashi as a mentor. She was just incredible. I loved the company values.”
Fehr later acquired the Saskatchewan stores from Shashi after initial discussions sparked sleepless nights and careful consideration.
Fehr’s story illustrates the unpredictable paths in retail, highlighting dedication to supporting local businesses, Canadian makers, and women entrepreneurs, while navigating the challenges of a shifting market.
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