Article, a leading modern furniture brand, is officially opening today (Monday September 14) its first Toronto store, marking the company’s second retail location in Canada and the next step in a larger physical retail strategy.
The furniture store will open at 90 Bathurst Street in King West, one of downtown Toronto’s most walkable, design-forward neighborhoods known for modern condo living and vibrant retail.
The new store features curated room vignettes, an extensive swatch library, and complimentary in-person Interior Design Services.
The store is 9,600 square feet.
Building on the success of first store in Vancouver
The Toronto furniture store builds on the success of Article’s first-ever physical retail location in Vancouver, designed to test and refine its brick-and-mortar strategy. The Vancouver store has surpassed expectations since opening in August 2024, with in-store average order values exceeding online by more than 20 per cent.
“For more than a decade, Article succeeded through a digital-first model, meeting consumer demand for modern furniture online,” said Aamir Baig, Co-founder and CEO of Article. “Over the past 18 months, we’ve seen how physical retail can deepen customer connections and strengthen our presence in key markets. As we expand, we’ll focus on store locations in North American cities where e-commerce performance is already strong, using retail to build on that momentum and make it easier to experience Article in person.”
At 9,600 square feet, the store is Article’s largest to date.
“We see physical retail as an extension of the business we built online and we are taking a disciplined approach to our expansion by expanding to markets with proven e-commerce performance. Ontario accounted for 40% of our online Canadian purchases in 2025, with customers based in the city of Toronto representing a third of that volume. Toronto is one of our strongest markets in North America, and expanding our retail footprint there is a natural next step,” said Baig.
Physical retail an extension of online presence
“Because physical retail is an extension of our online presence, creating a seamless experience between article.com and our brick-and-mortar stores is essential. Giving customers the ability to see, touch, and test our products in person is a major driver of purchase decisions. Features like Article’s free interior design services are specifically built to make furniture shopping easy, providing customers with expert design advice so they can create a stylish home at a great price.”
As the brand expands its physical retail footprint, it’s being deliberate about entering markets with proven e-commerce performance, said Baig.
“We plan to have up to five stores open across North America by early 2027, but our focus isn’t simply on store count. We’re building a scalable retail model that supports sustainable, long-term growth,” he said.
“The Toronto store will have the largest assortment of products, giving Torontonians the opportunity to experience a wider variety of Article products in real life. The assortment includes our core living room, bedroom, and dining categories, with outdoor incorporated seasonally. It’s brought to life through curated room settings, dedicated lighting and décor displays, and a chair wall featuring nearly all of our dining chair collections.
Products featured in-store are selected based on best sellers and new launches, with seasonal categories like outdoor available when relevant. In-store assortments may evolve over time based on local customer feedback, but we’ll always incorporate core styles we know will delight our customers.”
Driving ongoing, sustainable growth
Baig said the company is making deliberate investments in strategic areas to drive ongoing, sustainable growth.
“Physical retail allows us to meet customers where they are and connect with those who want to experience Article furniture in person before making a purchase, unlocking an exciting new growth channel. As a result, physical retail will play an integral role in Article’s growth strategy over the next few years,” he said.
“While we don’t have any additional Canadian locations to announce today, we’ll continue to prioritize expansion in markets with proven e-commerce performance and strong customer demand.”
The company also has a store in San Francisco and is scheduled to open another one in Bellevue, Washington before the end of the year.
More from Retail Insider:
