Birks Group Inc. says its net sales rose 11.8 per cent during its latest holiday period, reflecting contributions from recent store acquisitions and higher sales of branded jewelry and timepieces across its retail and e-commerce channels.
The Montreal-based jewelry retailer reported the results for the eight-week interim sales period ended Dec. 27, 2025, which it defines as its FY2026 holiday period. Comparable store sales for the period increased 2.5 per cent from the same period a year earlier.
Holiday-period performance
The company said the increase in net sales compared with the corresponding period in fiscal 2025 was attributable in part to its acquisition of European Boutique luxury timepiece and jewelry stores. It also cited higher sales of branded timepieces and Birks branded jewelry in both physical stores and online.
Birks said the same product categories drove the increase in comparable store sales, which measure performance at locations open during both periods being compared and include e-commerce sales.
Niccolò Rossi di Montelera, executive chairman of the board and interim chief executive officer of Birks Group, said the company’s teams delivered stronger results than a year earlier.
“Our teams have delivered good sales results this holiday period as compared to the corresponding period last year, due in part to the acquisition of the European Boutique stores but also due to our strong retail and e-commerce performances. We are focused on building on this momentum and on delivering excellence in customer service. I would like to sincerely thank all our employees for their continued hard work and dedication,” he said.
Comparable store sales explained
Birks said it uses comparable store sales as a key performance measure. The metric includes stores that were open in the same period in both the current and prior year and incorporates e-commerce sales into its calculation.
Stores are included in the comparable store sales base beginning in their thirteenth full month of operation under Birks’ ownership. Locations that have been resized or relocated are assessed individually to determine whether they are considered the same store or a new store for reporting purposes.
Comparable store sales measure the percentage change in net sales for comparable stores during a period compared with the corresponding period in the previous year. If a store was not open for the entirety of both periods, the measure reflects the change in net sales for the portion of time the store was open in both periods.
Birks said it believes comparable store sales provide meaningful information on its performance and operating results, while cautioning that the measure has no standardized meaning and may not be comparable with similar measures used by other companies.
Retail footprint and operations
Birks Group describes itself as a designer of fine jewelry and an operator of luxury jewelry, timepiece and gift retail stores in Canada. The company operates 17 stores under the Maison Birks brand in major metropolitan markets across the country.
Its Canadian retail portfolio also includes one Birks-branded store and one TimeVallée-branded store in Montreal, a Brinkhaus-branded store in Calgary, a Graff-branded store and a Patek Philippe-branded store in Vancouver, four Breitling-branded stores in Laval, Ottawa and Toronto, four European Boutique-branded stores in Toronto, one Omega-branded store in Toronto and one Montblanc-branded store in Toronto.
The company said Birks was founded in 1879 and positions itself as a designer and retailer of fine jewelry, timepieces and gifts.
More from Retail Insider:
There’s also the separate, dedicated, street front entrances for Richard Mille, Chaumet and Roger Dubuis at the Vancouver Birks flagship. Three super prestigious brands (Richard Mille sells $1 million watches) that I’m surprised Retail Insider didn’t mention. All three brands are at least one tier higher than the majority of luxury brands. Plenty of cities have a Louis Vuitton, far less have a Richard Mille, Chaumet and Roger Dubuis, let alone withing the same retailer.
One of the three watch brand boutiques in the downtown Vancouver Birks flagship is said to have sold just a single timepiece over roughly the past 12 months.
Wow that’s concerning. I’m guessing that’s Richard Mille as Chaumet mostly sells fine jewelry and the Roger Dubuis is less than one year old. Chaumet is also opening a full size boutique at Oakridge Park (a good sign of profitability). I hope the Richard Mille doesn’t close. However one sale of a watch priced between $500K-$1M is enough to sustain staff and rent for several months. Per Richard Mille’s website the Birks boutique is only open 6.5 hours/day, 11:00am-5:30pm. Link is https://www.richardmille.com/storelocator/richard-mille-canada-vancouver