Simons Defies the Department Store Downturn
It’s not often you hear about a department store expanding these days, let alone thriving, but that’s exactly what’s happening with Simons. This 185-year-old, family-owned Canadian retailer, originally founded in Quebec City, is making bold moves in a market where so many others have faltered. On August 14, the company opened its very first Toronto store at Yorkdale Shopping Centre — a sprawling two-level, 118,000-square-foot space designed to make an impression — and there’s more to come. Later this fall, Simons will debut a 110,000-square-foot flagship at the Eaton Centre, taking over part of the space that Nordstrom vacated when it left Canada in 2023.
In a retail climate where giants like Hudson’s Bay have filed for creditor protection and other chains have vanished altogether, this expansion feels almost rebellious. CEO Bernard Leblanc says the strategy is deliberate and rooted in patience, noting that it took decades to secure the “perfectly right” Toronto locations. He’s quick to emphasize that history alone won’t keep the business alive — constant adaptation is key.
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Simons offers an eclectic mix, from $4.99 basics to $1,250 designer skirts, and about 70% of what’s sold is its own private-label merchandise, which helps keep quality high and prices competitive. The product selection is built to appeal to multiple generations — a customer could walk in for an everyday essential and leave with a high-fashion statement piece. The clever placement of items means a reasonably priced pair of pants might sit just a few steps away from a luxury option that makes the first pair seem like an even better deal.
The Yorkdale store itself is as much about experience as it is about shopping. The first floor houses women’s fashion, accessories, and the Simons Maison home décor line, while the second floor is dedicated to menswear. Art plays a major role in the environment — the “Walk of Frames” installation features works from 24 artists, and digital displays evoke seasonal landscapes under the theme “Perennial Ephemera.” In the atrium, a massive ceiling mural called “CIEL” by French artist Nelio captures the dreamy glow of clouds at sunset, inviting shoppers to pause and look up.
While many retailers have doubled down on e-commerce alone, Leblanc insists that the future lies in balancing strong online operations with inspiring physical spaces. He’s confident that Toronto’s two new stores — representing nearly $100 million in investment — will deliver around 15% growth in overall revenue, adding to the company’s current $750 million annual sales.
At a time when the obituary for the traditional department store is being written in many markets, Simons is quietly proving there’s still room for them — if they’re done with style, intention, and a clear point of view. In Leblanc’s words, this expansion is “really for the people of Toronto,” and it’s meant to remind shoppers that a trip to a department store can still feel like an event.
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