Canadian fashion retailer RW&CO has opened a new flagship-style store at CF Toronto Eaton Centre, bringing its reimagined retail concept to Toronto as the company selectively expands a design strategy first introduced at a flagship near Montreal.
The new store spans more than 9,800 square feet, according to Cadillac Fairview lease plans, and represents a relocation within the downtown Toronto shopping centre. RW&CO had been operating from a temporary location in a former Banana Republic space while construction on the new store was underway.
The opening marks another milestone for the Montreal-founded retailer, which launched in 1999 and has grown into a national chain with more than 85 stores across Canada and an e-commerce business serving customers nationwide. The brand is part of Montreal-based parent company Reitmans (Canada) Limited, one of the country’s largest apparel retailers, whose roots date back to 1926. Today, the company operates the Reitmans, RW&CO and PENN. Penningtons banners across Canada.
A New Chapter for RW&CO
The CF Toronto Eaton Centre store builds on a broader transformation that RW&CO unveiled last year, including a refreshed brand identity and a renewed emphasis on service, inspiration and elevated store experiences.
Developed in partnership with global strategy and design studio Dalziel & Pow, the concept first debuted at the retailer’s flagship at CF Promenades St-Bruno in Quebec, which subsequently earned a Silver honour at the 2026 FRAME Awards for Retail Design.
The concept is built around what the retailer calls “The Lifestyle Collective,” an approach intended to create a more expressive and service-oriented shopping experience.
Among the store’s features is an “Essentials Wardrobe,” where signature pieces are displayed through double-height merchandising inspired by traditional haberdashery. An “Occasion Destination” offers dedicated styling suites and services for formalwear and special events, while “Living Lookbooks” use mannequins, tables and digital touchpoints to showcase complete outfits and encourage cross-category shopping.
At the centre of the store is a blue service hub that functions as more than a traditional checkout area, offering customers access to personal shopping appointments and styling advice.
RW&CO has indicated that the concept will be rolled out selectively across its store network, although the company has not disclosed additional locations or timelines.
Why Eaton Centre Matters
The decision to bring the concept to CF Toronto Eaton Centre is notable given the property’s importance within Canadian retail.
Opened in 1977 and owned and managed by Cadillac Fairview, the downtown Toronto complex is widely regarded as North America’s busiest shopping centre, attracting more than 50 million visitors annually and serving as a showcase location for both domestic and international brands. The property’s downtown location, direct transit connections and substantial tourist traffic have made it one of the country’s most productive and visible retail destinations.
For retailers, securing a prominent presence at Eaton Centre often serves as both a branding exercise and a testing ground for new concepts, given the mall’s exceptionally broad customer base and high pedestrian traffic.
RW&CO’s investment also comes at a time when many apparel retailers are reassessing the role of physical stores. Across the industry, retailers are increasingly focusing on experiential elements, elevated service and environments that encourage customers to spend more time engaging with brands.
For RW&CO, the new Eaton Centre store represents the next phase of a broader transformation that seeks to reinforce the brand’s position in Canadian fashion while underscoring the continuing importance of physical retail in building customer relationships and showcasing evolving brand identities.
