A Quebec-based clothing chain is expanding into other Canadian cities with the hopes of succeeding where other multi-national retailers have failed.
Simons, a fifth-generation family-run clothing and homewares store, is opening its doors in Ottawa, Gatineau and beyond.
An 80,000 square-foot store is set to open in mid-August. Another is slated for Ottawa鈥檚 Rideau Centre next year.
It鈥檚 a bold move for a retailer that is well-known to shoppers in Quebec, but largely unknown in other parts of Canada.
With other stores planned for Vancouver, Calgary and Mississauga, Ont., Simons is thriving, which is no small feat in a sector where
One-time retail darling The Gap just announced it is closing 175 stores across North America. Clothing retailers Mexx and Jacob have also closed stores across Canada.
Simons CEO Peter Simons said expanding the business was a 鈥渓ogical extension鈥� after seeing customers coming from the Ottawa-Gatineau region. There is one location also in Alberta's West Edmonton Mall.
鈥淲e have a really unique assortment of merchandise that I think relates to how people shop today,鈥� Simons said. 鈥淚t goes really from exclusivities in the middle range up to high-end, world class designers.鈥�
So what is it about Simons that allows them to succeed and prosper where others have failed?
Industry analyst Barry Nabatian that Simons is an 鈥渁bove-average鈥� department store, and stands out because of its focus on mid- to high-end merchandise.
He said there are still wealthy shoppers, but a shrinking middle-class means it鈥檚 the mid-range stores that are suffering.
鈥淎nd the middle is what has lost its cache, its attractiveness,鈥� Nabatian said. 鈥淎nd unless they re-invent themselves, it鈥檚 going to be more bad news for them.鈥�
That鈥檚 Simons other strength, according to Nabatian. Outside of Quebec, it is still relatively new. The retailer is also considered progressive with how it designs and presents its stores, an important aspect of the fashion industry.
Another big pressure facing retail stores is online shopping; Amazon鈥檚 Canadian website recently launched a clothing and footwear section.
However, Nabatian says for now, online shopping only accounts for approximately five per cent of overall sales.
