Canadian womenswear company Joseph Ribkoff is launching its first global direct-to-consumer digital flagship as it expands its online business in key European markets and the United States.
The new platform, available through JosephRibkoff.com, is being introduced alongside a renewed brand vision and a global Fall 2026 campaign featuring actress and entrepreneur Elizabeth Hurley.
The digital flagship combines editorial content, collections and online shopping and initially will be available in key European markets and the U.S., with additional markets planned, the company said.
“This marks a defining moment in the history of Joseph Ribkoff,” said Stephen Belfer, president and chief executive officer at Joseph Ribkoff. “Building on the strength of our global wholesale business, this next chapter allows us to deepen our connection with customers while expanding how they experience the brand. Together with our renewed brand vision, it positions Joseph Ribkoff for continued global growth and long-term success.”
The Montreal-based company, founded in 1957, said the direct-to-consumer platform is intended to complement its existing wholesale business and support its international expansion.
Hurley is the face of the company’s new global campaign, called She Icons, which marks the debut of its renewed creative direction. The Fall 2026 campaign was photographed and directed by Jake Rosenberg.
Joseph Ribkoff said the campaign is built around its new brand philosophy, Elegance in Motion, which focuses on the idea that elegance changes with the women who wear the clothing.
“This moment represents far more than a new campaign. It reflects where Joseph Ribkoff is today and where we’re going next,” said Brett Sugarman, vice-president, global marketing at Joseph Ribkoff. “Elizabeth Hurley was a natural choice because she embodies everything this evolution represents. She is globally admired for her confidence, authenticity and effortless sophistication, while bringing a warmth that reflects the women we design for. Together, we’ve created a campaign that celebrates women who embrace every new chapter while remaining true to themselves. We couldn’t imagine a better person to help us tell that story.”
Hurley said the campaign reflects her experience with the brand’s clothing.
“I’ve always believed the best clothes are the ones that make you feel like yourself. From the moment I put on Joseph Ribkoff, I loved how beautifully everything fit. They’re comfortable, flattering and couldn’t be more my style. The collection feels elegant without ever trying too hard, and that’s what makes it so special. I’m honoured to be part of a campaign that celebrates women who continue to embrace every new chapter with confidence, individuality and style.”
The company also plans to introduce Edit 57 later this season, a new diffusion line that will launch with a limited-edition capsule called Icons.
Joseph Ribkoff said Edit 57 will provide a platform for seasonal capsule collections with a more contemporary approach to the brand, while continuing to carry its core design identity.
The Fall 2026 campaign begins Aug. 26 and will run across digital, social, print and retail channels globally.
Joseph Ribkoff said its collections are available in more than 65 countries through a network of specialty retailers. The company is also expanding its direct-to-consumer presence through the new digital flagship and a growing portfolio of owned retail locations.
The company said the latest changes are intended to build on its nearly seven decades of operations while expanding its digital and global presence.
Founded in Montreal in 1957, Joseph Ribkoff offers the Joseph Ribkoff Collection, Joseph Ribkoff SPORT, Joseph Ribkoff Signature and Edit 57. The company says its products are designed in Canada and include inclusive sizing, exclusive prints and distinctive fabrications.
In an interview with Retail Insider, Belfer spoke about the latest developments with the brand.
Question: What is driving Joseph Ribkoff’s decision to launch its first global direct-to-consumer digital flagship now, and how significant is the shift toward selling directly to customers alongside your established wholesale business?
Answer: This is an important moment for Joseph Ribkoff. We’ve built a strong global business over nearly 70 years through our network of retail partners, but the way women discover, engage with and shop brands has changed significantly. We want our customers to be able to experience Joseph Ribkoff wherever and however they choose to shop. Our new digital flagship gives us the opportunity to connect directly with customers, tell a richer brand story and create a more connected experience across markets. It’s a significant milestone for us, but it’s not a move away from wholesale.
Our retail partners remain fundamental to our business. We see the two working together, building greater awareness and demand for Joseph Ribkoff and ultimately benefiting our entire retail network.
Q: Which markets are included in the initial digital flagship rollout, what are the company’s plans for additional markets, and what investment is being made in building out the direct-to-consumer business?
A: We’ve initially launched across 17 markets, including the United States and key European markets such as the UK, France, Italy and Spain. We see a lot of opportunities to expand from here, but we want to do it thoughtfully. For us, this is about much more than launching a website. We’re investing in the entire customer experience, from technology and digital marketing to content, CRM and customer service. Right now, the priority is to get the foundation right, learn from our customers and use those learnings to guide where we go next.
Q: How do you expect the new direct-to-consumer platform to change Joseph Ribkoff’s relationship with its wholesale retail partners, and how will the two channels work together as the brand expands globally?
A: Our wholesale partners have played an important role in building Joseph Ribkoff into the global brand it is today, and they remain a fundamental part of our business and our future. We see ecommerce as complementary to that network, giving customers another way to discover and engage with us. As we invest more in the brand through global campaigns, PR, digital, social media and ecommerce, we’re building greater awareness and excitement around Joseph Ribkoff overall.
That benefits our entire network by introducing new customers to the brand and creating greater demand wherever they choose to shop. Ecommerce also gives us the opportunity to learn more directly from our customers, which will help us make better decisions and ultimately become an even stronger partner to our retailers.
Q: What role will owned retail locations and the new Edit 57 diffusion line play in Joseph Ribkoff’s broader growth strategy, and how do you see the brand’s product and retail portfolio evolving over the next several years?
A: We see ecommerce, owned retail and our wholesale network as different ways for customers to discover and experience Joseph Ribkoff. Our owned stores in particular allow us to bring the full brand experience to life and connect directly with our customers. Edit 57 is another important part of our evolution. It’s a contemporary line that gives us the freedom to explore new silhouettes, styling and ideas through seasonal capsule collections, while remaining true to who we are as a brand.
Looking ahead, we see a lot of opportunity across product, retail and digital. Our focus is on growing thoughtfully in a way that continues to strengthen the Joseph Ribkoff brand.
Q: Joseph Ribkoff has nearly 70 years of Canadian heritage but now operates in more than 65 countries — how are you balancing that heritage with the goal of attracting a new generation of customers through digital innovation, global campaigns and a renewed brand vision?
A: Our heritage is one of our greatest strengths, and the goal has never been to leave it behind. It’s about taking what has made Joseph Ribkoff successful for nearly 70 years and expressing it in a way that feels relevant to women today and to a new generation. That thinking is at the heart of our renewed brand vision and Elegance in Motion. The world has changed enormously since Joseph Ribkoff was founded in Montreal in 1957, and women’s lives have evolved with it.
We need to continue evolving too, while staying true to who we are. That’s what you’re seeing across the brand today, from our new digital flagship and global campaigns to our retail experiences and collections. We’re building on nearly seven decades of heritage while creating a Joseph Ribkoff that feels modern, relevant and connected to women around the world.
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