TORONTO, Canada — After opening a North American flagship in Toronto in 2012, Strellson, the upscale Swiss men’s wear brand, is planning a major expansion in Canada and the U.S. in a move designed to feed the Millennial businessman’s hunger for affordable work attire.
Over the next four years, the label, which targets 25- to 40-year-old professionals, will open eight to 10 freestanding stores across Canada, including one in Vancouver this fall, followed by 2016 openings in Ottawa’s Rideau Center and Toronto’s Yorkdale Shopping Center.
Calgary, Edmonton, Winnipeg and Montreal are also on the rollout list, according to Mark Altow, president of Strellson North America. The stores will be 1,800-2,000 square feet, he said, but the company is not ready to reveal the exact locations.
Strellson’s ongoing retail partnership with Canadian department store Hudson’s Bay Co. will change. The retailer currently operates 19 shops-in-shop for Strellson in its HBC stores, a number that will rise to 25, Altow said.
“Frankly, we were surprised by the numbers we’ve seen within the [Hudson’s] Bay [Co. stores],” said Altow. “A year ago, for example, we opened in the Bay at Yorkdale. We thought we would see a 30 to 40 percent increase in revenue. But in one year,
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