Swiss menswear brand Strellson plans to launch in Vancouver and across Canada. Strellson’s third free-standing Canadian store will open this Fall at the base of Vancouver’s 745 Thurlow Tower, alongside Italian luxury brands Versace and Brunello Cucinelli. All store interiors are being designed and fabricated by leading retail store fixture company Canada’s Best Store Fixtures and Norman Katz, Director of New Business Development.
The Vancouver Strellson store will be only slightly smaller than Toronto’s Bloor Street flagship. Measuring over 2,200 sq. ft., the Alberni Street-facing boutique will showcase the brand’s new store design, flooded by natural sunlight from the ample windows.
This mid-to-high priced dressy and casual menswear company began in 1984 and owned is by Holy Fashion Group (the original owner of German brand Hugo Boss). Strellson is Switzerland’s largest menswear manufacturer and its target market is men aged 25 to 40, and it retails in about 40 countries worldwide.
Retail-Insider spoke with Strellson Canada President Mark Altow to learn more about the company’s ambitious Canadian expansion plans who conveyed that in the summer of 2016, Strellson will open two more Canadian locations: Toronto’s Yorkdale Shopping Centre and in Ottawa’s Rideau Centre.
Altow mentioned that Strellson’s free-standing locations are enhancing its wholesale operations by building brand awareness. Not only are sales at free-standing Strellson stores booming, sales at local wholesale accounts are also increasing as Strellson opens in new markets. Altow explained that men are receptive to the fashion brand and that increased sales are partly due to increasing brand awareness.
Retail partner Hudson’s Bay also currently operates almost 20 Strellson shop-in-stores, all licensed by the brand and Altow said that his company is looking to possibly operate more Hudson’s Bay concessions, given its success at Yorkdale.
Although Strellson currently lacks any free-standing U.S. stores, the brand operates at five (soon to be six) American Lord & Taylor locations. Strellson will launch at Saks Fifth Avenue in the United States this Fall, as well as on Saks’ e-commerce site. Strellson is also looking to open free-standing American stores in the near future, in markets such as New York City, Boston and Chicago.