Study: Luxury Brands Choosing Canadian Malls Over High Streets

17 Aug Study: Luxury Brands Choosing Canadian Malls Over High Streets

Luxury brands are increasingly locating in Canadian shopping centres, sometimes at the expense of traditional downtown luxury high streets. As a result of this typically American phenomenon, new luxury retail nodes have been created in several Canadian cities, including the suburbs for the first time. This study ranks Canada’s top luxury retail areas, including high streets and shopping centres, based on number of free-standing luxury stores and concessions within larger upscale retailers.

Luxury retail expert Brian Winston, head of Toronto-based WINSTON Collective, notes that luxury brands are increasingly locating within shopping centres. Traditionally, he said, brands have congregated along upscale downtown high streets such as Bloor Street West in Toronto and Burrard Street in Vancouver. Toronto’s Yorkdale Shopping Centre is the Canadian trailblazer — with 23 luxury brands operating in the mall, it now ranks as Canada’s third most exclusive luxury retail node. Furthermore, many luxury brands are entering Canada through Toronto’s suburban Yorkdale, with many of its luxury brands unavailable on Toronto’s Bloor Street West or, for that matter, anywhere else in Canada.

For the purposes of this study, luxury brands are considered to be those featuring relatively high price, quality, aesthetics, and rarity. Brands such as Coach and Michael Kors are excluded, primarily because their ubiquity. As well, luxury brand concessions within stores are included in this study, excluding shops-in-stores which are not brand-operated. WINSTON Collective will soon do a follow-up to this article where it will discuss ‘new luxury‘ and how it pertains to Canadian Millennials.

The following is the summarized list of WINSTON Collective’s 2015 Top-10 List of Canadian luxury retail nodes:

  1.      Bloor Street West/Yorkville, Toronto (23 free-standing luxury brands, 11 concessions)
  2.      Vancouver ‘Luxury Zone’ (21 free-standing luxury brands)
  3.      Yorkdale Shopping Centre, Toronto (15 free-standing, 8 concessions)
  4.      Downtown Montreal (4 free-standing, 13 concessions)
  5.      Pacific Centre/Howe Street, Vancouver (6 free-standing, 9 concessions)
  6.      The CORE, downtown Calgary (10 concessions)
  7.      Oakridge Shopping Centre, Vancouver (4 free-standing, 1 concession)
  8.      Sherway Gardens, Toronto (5 free-standing)
  9.      Chinook Centre, Calgary (3 free-standing)
  10.      West Edmonton Mall, Edmonton (2 free-standing)

 

The following is the full list of Canadian luxury brand nodes from the top-10 list above:

1) Bloor Street West/Yorkville, Toronto: Known to many as Toronto’s ‘Mink Mile’, the strip of Bloor Street West between Avenue Road and Yonge Street and the immediately adjacent area is home to 23 free-standing luxury brands, as well as 11 concessions. These include the following:

Free-standing luxury brands:

  • Agent Provocateaur: 131 Bloor Street West
  • Burberry: 144 Bloor Street West
  • Cartier: 131 Bloor Street West
  • CHANEL: 131 Bloor Street West
  • Dolce & Gabbana: 111 Bloor Street West
  • Eres (owned by Chanel) – 126 Cumberland Street
  • Escada: 110 Bloor Street West
  • Georges Rech: 101 Yorkville Avenue
  • Gucci: 130 Bloor Street West
  • Guerlain: 110 Bloor Street West
  • Hermes: 130 Bloor Street West
  • Hugo Boss: 83 Bloor Street West
  • Louis Vuitton: 150 Bloor Street West
  • Max Mara: 151 Bloor Street West
  • Marina Rinaldi: 87 Avenue Road
  • Montblanc: 151 Bloor Street West
  • Mulberry: 131 Bloor Street West
  • Rimowa: 101 Bloor Street West
  • Prada: 131 Bloor Street West
  • Strellson: 170 Bloor Street West
  • Tiffany & Co.: 150 Bloor Street West
  • Vera Wang Bridal: 4 Prince Arthur Avenue
  • Wolford: 126A Cumberland Street


Luxury Concessions:

  • Burberry: at Holt Renfrew, 50 Bloor Street West
  • CHANEL: at Holt Renfrew, 50 Bloor Street West
  • David Yurman: at Holt Renfrew, 50 Bloor Street West
  • Dior accessories: at Holt Renfrew, 50 Bloor Street West
  • Giorgio Armani (woman) at Holt Renfrew, 50 Bloor Street West
  • Kiton: at V Hazelton, 5 Hazelton Avenue
  • Louis Vuitton: at Holt Renfrew, 50 Bloor Street West
  • Miu Miu accessories: at Holt Renfrew, 50 Bloor Street West
  • Prada: at Holt Renfrew, 50 Bloor Street West
  • Rolex: at Royal de Versailles, 101 Bloor Street West
  • Van Cleef & Arpels: at Maison Birks, 55 Bloor Street West


2) Vancouver downtown ‘Luxury Zone’:
Generally located between the Fairmont Hotel Vancouver (at 900 West Georgia Street) and the Shangri-La Hotel (at 1111 Alberni Street), Vancouver’s ‘Luxury Zone’ is rapidly expanding with a number of premium brands. Luxury retailers are particularly interested in securing Alberni Street addresses, as well as Thurlow Street and Burrard Street locations. The area will be home to 21 free-standing luxury brands, including the following:

  • Brunello Cucinelli: 745 Thurlow Street
  • Burberry: 1001 Alberni Street
  • Christian Dior: 900 West Georgia Street (Fairmont Hotel Vancouver)
  • De Beers: 1088 Alberni Street
  • Escada: 710 Thurlow Street
  • Gucci: 900 West Georgia Street (Fairmont Hotel Vancouver)
  • Hermes: 755 Burrard Street
  • Jaeger-LeCoultre: 1012 Alberni Street (opening late 2015)
  • Lao Feng Xiang: 1016 Alberni Street (opening early 2016)
  • Louis Vuitton: 730 Burrard Street (Fairmont Hotel Vancouver)
  • Moncler: 748 Thurlow Street (opening late 2015)
  • Montblanc: 717 Burrard Street
  • Omega: 900 West Georgia Street (Fairmont Hotel Vancouver)
  • Prada: 1098 Alberni Street (opening early 2016)
  • Salvatore Ferragamo: 918 Robson Street
  • St. John Knits: 900 West Georgia Street (Hotel Vancouver)
  • Stefano Ricci: 1100 Block West Georgia Street (opening spring 2016)
  • Strellson: 1108 Alberni Street (opening October, 2015)
  • Tiffany & Co.: 723 Burrard Street
  • Versace: 745 Thurlow Street
  • Wolford: 755 Burrard Street


3) Yorkdale Shopping Centre, Toronto:
Over the past several years, landlord Oxford Properties has created a ‘luxury wing’ within the popular Toronto mall, featuring many first-to-Canada free-standing luxury brand locations. In total, this study counts 15 free-standing luxury brands, as well as 8 concessions, including the following:

Free-standing luxury brands:

  • Bulgari
  • Burberry
  • Cartier
  • David Yurman
  • Hugo Boss
  • Jaeger Le-Coultre (opening soon)
  • Jimmy Choo
  • John Varvatos
  • Longchamp
  • Moncler
  • Montblanc
  • Mulberry
  • Salvatore Ferragamo
  • Tiffany & Co.
  • Versace


Luxury Concessions
(all within Holt Renfrew)

  • Burberry
  • CHANEL
  • Christian Louboutin
  • David Yurman
  • Dior accessories
  • Giorgio Armani
  • Gucci
  • Miu Miu accessories


4) Downtown Montreal:
The Rue de la Montaigne corridor, between Sherbrooke Street West and Sainte Catherine Street West, houses most of Montreal’s luxury retail. The area houses 4 free-standing luxury brand stores, as well as 13 concessions, including the following:

Free-standing luxury brands:

  • Eres (Chanel-owned) – 396 Laurier West
  • Escada: 1214 Sherbrooke Street West
  • Tiffany & Co.: 1290 Sherbrooke Street West
  • Montblanc: 1289 Boulevard de Maisonneuve West


Concessions:

  • Burberry: at Ogilvy, 1307 Saint Catherine Street West
  • CHANEL: at Holt Renfrew, 1300 Sherbrooke Street West
  • Christofle: at Ogilvy, 1307 Saint Catherine Street West
  • David Yurman: at Holt Renfrew, 1300 Sherbrooke Street West
  • Dior accessories: at Holt Renfrew, 1300 Sherbrooke Street West
  • Giorgio Armani: at Holt Renfrew, 1300 Sherbrooke Street West
  • Gucci: at Holt Renfrew, 1300 Sherbrooke Street West
  • Hermes: at Holt Renfrew, 1300 Sherbrooke Street West
  • Hugo Boss: at Holt Renfrew, 1300 Sherbrooke Street West
  • Longchamp: at Ogilvy, 1307 Saint Catherine Street West
  • Louis Vuitton: at Ogilvy, 1307 Saint Catherine Street West
  • Max Mara accessories: at Ogilvy, 1307 Saint Catherine Street West
  • Prada: at Holt Renfrew, 1300 Sherbrooke Street West
  • Tiffany & Co.: at Ogilvy, 1307 Saint Catherine Street West

It should be noted that in 2017, Holt Renfrew at 1300 Sherbrooke Street West will close to merge with an expanded Ogilvy. As a result, all concessions above are expected to move into the merged Ogilvy at 1307 Saint Catherine Street West.

5) Pacific Centre/Howe Street, Vancouver: Downtown Vancouver’s Pacific Centre mall, as well as adjacent Howe Street, are home to 7 free-standing luxury brand locations, as well as 9 concessions within Pacific Centre’s Holt Renfrew. The list includes the following:

Free-Standing Luxury Brands:

  • Cartier : 408 Howe Street
  • Ermenegildo Zegna: Pacific Centre (licensed Harry Rosen location)
  • Frey Wille: 511 Howe Street
  • Hugo Boss: Pacific Centre
  • Max Mara: Pacific Centre
  • Pomellato: Pacific Centre
  • Roberto Coin: Four Seasons Hotel, Lobby Level, 791 W. Georgia Street (Pacific Centre)


Concessions
(all at Holt Renfrew, 737 Dunsmuir Street, Pacific Centre)

  • Burberry
  • CHANEL
  • David Yurman
  • Dior accessories
  • Giorgio Armani
  • Gucci
  • Louis Vuitton
  • Prada
  • Tiffany & Co.


6) The CORE, downtown Calgary:
Alberta’s largest city also houses the province’s broadest selection of luxury brands. The city’s downtown core features 10 luxury concessions, all within Holt Renfrew and Maison Birks, including the following:

  • Bulgari: at Maison Birks
  • Burberry: at Holt Renfrew
  • CHANEL: at Holt Renfrew
  • David Yurman: at Holt Renfrew
  • Gucci: at Holt Renfrew
  • Hermes: at Holt Renfrew
  • Louis Vuitton: at Holt Renfrew
  • Prada: at Holt Renfrew
  • Rolex: at Maison Birks
  • Tiffany & Co.: at Holt Renfrew


7) Oakridge Shopping Centre, Vancouver:
This suburban mall, located in the heart of one of Canada’s most affluent areas, boasts several top brands. The mall is also set for an overhaul which will see more luxury brands added over the next several years. Currently, free-standing/concessioned luxury brands at Oakridge Centre include the following:

  • Hugo Boss
  • Hugo Boss Orange
  • Max Mara
  • Rolex (at Montecristo Jewellers)
  • Tiffany & Co.


8) Sherway Gardens, Toronto:
This suburban mall will see several luxury retailers added to its roster in the fall of 2015 and in early 2016, Saks Fifth Avenue will join the centre. Luxury brands operating at Sherway Gardens, including those opening this fall, include the following:

  • Tiffany & Co.
  • Chopard (opening fall of 2015)
  • De Beers (opening fall of 2015)
  • Hugo Boss (opening fall of 2015)
  • OMEGA (opening fall of 2015)


9) Chinook Centre, Calgary:
The mall features three free-standing luxury branded stores, as well as Canada’s first Nordstrom location. Free-standing luxury brands in the mall include the following:

  • Burberry
  • Hugo Boss
  • Max Mara (opening fall of 2015)


10) West Edmonton Mall, Edmonton:
North America’s largest mall is currently home to two free-standing luxury brands. Talks continue as its landlords look to add more luxury stores to the Edmonton market. Current luxury brands at West Edmonton Mall include:

  • Hugo Boss
  • Tiffany & Co.

 

Next year, at least two more luxury nodes will be added to this list. In 2016 the Toronto Eaton Centre will add Saks Fifth Avenue and Nordstrom as anchors, and landlord Cadillac Fairview is in talks with a number of premium brands to locate on the third level of the mall. As well, in 2016, Square One in Mississauga, Ontario, will add upscale retailers alongside a new 122,000 square foot Holt Renfrew store and adjacent Harry Rosen menswear location.

For more information and to speak with WINSTON Collective Principal/Owner Brian Winston at: brian@winstoncollective.com or by phone: 416-840-6240.

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