Bernard Leblanc exuded a calm demeanor as he explored Simons’s upcoming flagship store at Yorkdale mall in Toronto a day before its grand opening. The bustling staff diligently prepared every corner of the store, unwrapping merchandise, steaming clothes, vacuuming carpets, and dressing mannequins. Despite the seemingly routine tasks, the significance of the moment was not lost – Simons was finally making its debut in the prestigious Toronto market after years of careful expansion.
Leblanc, the CEO of Simons, viewed this entry as a pivotal “new chapter” for the company, emphasizing the value of a slow and steady approach to growth. La Maison Simons, with its 185-year history, had methodically expanded beyond Quebec, with only 17 stores prior to this momentous Toronto opening. The journey to Toronto had been a long one, with detours through Halifax, West Vancouver, and Mississauga before finding its place in Ontario.
The company invested $75 million in the Yorkdale store and another at the Eaton Centre, aiming to boost annual sales by 15% to $650 million. This expansion comes at a strategic time, with Simons’s main competitor, Hudson’s Bay, facing challenges and a growing demand for Canadian-made products. Simons’s house brands, like Twik, Icone, Contemporaine, and Le 31, have been well-received by consumers.
Leblanc expressed a mix of excitement and sadness over the industry shifts, acknowledging the need for continuous reinvention. Simons’s focus remains on discovering new brands globally rather than capitalizing on the misfortunes of others. The Toronto expansion was made possible by Nordstrom’s exit from Canada, providing Simons with the opportunity to establish its presence in prime locations.
The new Yorkdale store, spanning 118,000 square feet, boasts a unique ambiance with a striking ceiling mural and an art installation called the “walk of frames.” Leblanc is optimistic about the store’s success and envisions potential growth in markets like Toronto and Vancouver. For now, the focus is on ensuring the success of the new stores and learning valuable lessons for future endeavors.