Montreal-based fashion brand RUDSAK is preparing to open a store on Bloor Street in Toronto, taking street-facing space at Manulife Centre that includes the former Van Cleef & Arpels boutique operated by Birks.
Construction hoarding for RUDSAK is now in place at 55 Bloor Street West, immediately beside the main Bloor Street entrance to Eataly. The opening will give the Canadian brand another downtown Toronto location in addition to its store at CF Toronto Eaton Centre, while establishing a presence in the Bloor-Yorkville retail district.
Van Cleef & Arpels previously operated a licensed boutique through Birks as part of the jeweller’s Bloor Street flagship. Although connected internally to Birks, the boutique had its own entrance directly from Bloor Street, giving the French luxury jewellery brand a distinct storefront.
Retail Insider reported in 2022 that Van Cleef & Arpels was preparing to establish a standalone corporate boutique farther west at 100 Bloor Street West. The new store opened in 2023, moving the brand into a larger dedicated space within the section of Bloor Street where many international luxury brands are concentrated.
The former Van Cleef frontage was subsequently included in a larger section of the Birks premises marketed for lease as the jeweller reduced its footprint at Manulife Centre. CBRE leasing materials showed a 4,043-square-foot corner unit and a 4,513-square-foot in-line unit, with the latter having about 30 feet of Bloor Street frontage. The marketed space extended beyond the footprint of the former Van Cleef boutique into areas previously occupied by Birks. The size of the new RUDSAK store has not been confirmed.
Birks Remains at Manulife Centre
Birks continues to operate at Manulife Centre in a reduced footprint, despite earlier expectations that the Bloor Street store would eventually close. Retail Insider previously reported comments from former Birks leadership indicating that the location was expected to close, but those plans later changed following discussions with the landlord.
More recently, Retail Insider spoke with a vendor that was exploring a shop-in-store within the Bloor Street Birks location, providing a further indication that the jeweller is expected to remain for the time being. The store’s assortment has changed considerably, however, with Van Cleef & Arpels and several other luxury brands no longer operating from the location.
RUDSAK Refines its Store Strategy
Founded in Montreal by Evik Asatoorian in 1994, RUDSAK built much of its early recognition around leather goods and outerwear before expanding into apparel, footwear, bags and accessories. Its retail strategy has changed considerably over the years, including a period of aggressive expansion that took the company to 34 locations by 2019 after it had earlier contemplated a Canadian network that could eventually surpass 50 stores.
In a 2021 interview with Retail Insider, Asatoorian acknowledged that RUDSAK had opened stores in some locations where it should not have and said the company was moving toward a smaller physical network. Toronto and Montreal remained important markets, but the focus shifted from maximizing the number of stores to operating stronger locations. Asatoorian also maintained that physical stores remained important places for customers to discover and experience the brand as e-commerce grew.
RUDSAK subsequently began updating its store fleet and refining its positioning. Executives told Retail Insider in 2023 that the company was developing what it described as a “performance luxury” identity, while renovations incorporated more open layouts, digital elements and experiential features.
That approach was reflected in RUDSAK’s boutique at Royalmount in Montreal, where the company adopted a more elevated store presentation. By RUDSAK’s 30th anniversary in 2024, Asatoorian described e-commerce as the company’s largest “store,” alongside a more selective physical retail network and expansion outside Canada.
The Bloor opening follows that progression, adding a high-profile Toronto location after years in which the company has focused more selectively on its physical retail network.
Bay and Bloor Retail Mix Evolves
RUDSAK will join a notable group of retailers around Bay and Bloor. Alo Yoga occupies the northeast corner of the intersection, with Canadian footwear retailer Browns next door and Holt Renfrew immediately to the east. Aritzia and lululemon also operate nearby, creating a concentration of Canadian fashion retailers alongside international brands.
The intersection is also attracting further luxury investment. Tiffany & Co. is currently building a new flagship at Bloor and Bay, diagonally across from Birks, with an opening expected in early 2027. Farther west, the retail mix becomes increasingly concentrated with international luxury brands, including Van Cleef & Arpels, Hermès, Burberry, Saint Laurent, Gucci, Rolex, and others.
RUDSAK will sit near several major Canadian retailers while also being close to the luxury concentration extending west through Bloor-Yorkville. Its storefront immediately beside Eataly’s main Bloor Street entrance also places the brand next to one of Manulife Centre’s principal destinations, where Eataly opened its first Canadian location in 2019.
