Canadian lingerie company Understance has announced that it will close all three of its retail stores in Vancouver, Calgary, and Toronto on December 1, less than a year after completing its national expansion. The decision effectively ends the brand’s short-lived experiment with brick-and-mortar retail, shifting its focus back to e-commerce.
The Vancouver-based brand confirmed the closures in a post shared across its social media channels. “After years of fitting and serving you in person, our retail stores in Vancouver (Robson St.), Calgary and Toronto will be closing permanently on Dec. 1,” the company wrote. “We have limited inventory left, but if you’ve been meaning to visit or want to try our products in person, we’d love to see you before we close.”
Understance did not provide a reason for the store closures. Its website continues to operate, and a fourth retail location listed in Burnaby, B.C., was not mentioned in the announcement.
The closures mark a significant reversal for Understance, which only recently embarked on an aggressive retail rollout. The company opened its first store on Vancouver’s Robson Street in February 2022, followed by Toronto’s Bloor West Village in November 2024, Calgary’s Inglewood neighbourhood in December 2024, and Burnaby’s Metropolis at Metrotown in early 2025.
The brand had previously indicated plans to expand to as many as 30 retail locations across Canada and the United States within five years, blending digital reach with in-person fittings. Its stores were promoted as experiential environments where customers could receive personalized sizing guidance and learn about the technical aspects of its products.
That vision now appears to have been shelved. The abrupt announcement on social media suggests a strategic retrenchment and potential restructuring, as the company turns its attention once again to online sales.
Understance Built Its Brand on Fit and Function
Founded in 2021 by director Jiayi Lyu, Understance launched as a “solution-oriented lingerie company” focused on comfort, inclusivity, and technical fit. Rather than pursuing the fashion-driven approach of major lingerie labels, the company emphasized practical design and long-term wearability, offering what it described as “everyday workhorse bras.”
Understance gained attention for its size inclusivity, offering one of the broadest bra size ranges in North America, from 28A to 48N, across 149 distinct sizes. Its bras and underwear were divided into eight fit groups, reflecting a scientific approach to design and an effort to address common frustrations with mainstream lingerie, from inadequate support to limited size options.
The company’s mission, as stated on its website, was to help customers “discover the transformative power of comfort and support through thoughtfully designed products.” It quickly built a following online, appealing to consumers looking for fit accuracy and an educational approach to bra shopping.
Customers Question What Comes Next
The announcement has sparked concern and speculation among Understance’s customers. Many were taken aback by the sudden closures, particularly in Toronto, where the store opened just over a year ago.
On Instagram, several shoppers commented that they feared the closures might signal deeper financial trouble. The company’s responses have only fueled uncertainty. Earlier this month, Understance replied to one commenter during an online clearance event, writing: “We’re clearing out inventory as instructed by management. We don’t know what the future holds, but there are no new restocks or styles coming.”
The statement led some to wonder if the brand was winding down altogether. Understance has not publicly confirmed or denied that possibility.
Hints of internal change began to appear in early fall. In September, Understance launched a clearance sale that drew strong response online, selling out of core styles and older collections. A November 4 Instagram post acknowledged the success of the sale and said, “Once these items are sold out, they won’t be available again.”
That comment, coupled with the later announcement of physical store closures, created confusion among loyal shoppers. Some expressed disappointment that a company known for its community-focused fittings and customer care was now stepping back from retail engagement altogether.
