The big day has finally arrived. “It’s been 10 years that we plan our entry to Toronto. And we are there! ” rejoices Bernard Leblanc, president and chief executive officer, in an interview with The sun The day before the inauguration.
Whoever took the reins of the company three and a half years ago is not at his first store opening. “But it is by far the most important,” he says.
Fitted on two floors at the Yorkdale Shopping Center, considered to be “the best shopping center in the country” according to the president, this 18th Simons store is one of the largest in the banner, totaling 118,000 square feet.
As with other branches, works by local and international artists punctuate the decor. Among them, a mural representing a sunset adorns the ceiling of the central staircase.
“It’s a flagship storewhere we did not compromise on the quality of the environment and the shopping experience. ”
— Bernard Leblanc, president and chief executive officer of the Simons house
Its opening also marks an important step in the pan -Canadian expansion of the company, which thus wishes to improve its presence in the largest market in the country.
Last year, by opening a store in Halifax, a first milestone was posed by having a presence in the country “from one ocean to another”.
Bernard Leblanc had then announced that he had the Toronto and Vancouver markets in his sights, which can still receive “one or two more stores”.
Simons knows Toronto customers “by the band”. Since 2016, the Quebec retailer has had a store on the outskirts, in Mississauga.
“But downtown Toronto is [un marché] different. Yes we are well known, but we still have work to do. ”
— Bernard Leblanc, president and chief executive officer of the Simons house
A higher invoice
The arrival in the Grand Toronto has a price. Announced last year at a cost of $ 75 million, the two -store construction project will ultimately cost 100 million.
“Because we want to do things and be the best in our field,” simply replies the president, saying that he is “in times and in real budgets”.
The second Toronto store, that of the CF Toronto Eaton Center, will welcome customers during the fall.
Rise in sales
Business is going well for the Quebec retailer. Unlike other banners who have slowed down their activities, the Simons house continues to grow.
This expansion in the Grand Toronto region allows the Simons house to increase its annual sales by 15 %, which is today more than $ 650 million.
According to the president, the Mississauga store shows “a continuous increase since its opening”. There was therefore interest in unraveling the heart of the Toronto market.
“For Toronto, we did things the opposite. We opened on the outskirts before arriving in town. That is to say that we were ready! ” adds Mr. Leblanc.
The arrival of Simons in Toronto generates the creation of 400 jobs.
And the rest?
For the moment, there is no question of getting out of the country. Rather, the retailer has his gaze turned to Vancouver, to open a second store there. “We are waiting for the right location. We are patient, this is our signature, ”continues the president.
Currently, the company has 10 stores in Quebec, including its head office in Old Quebec; three in Alberta; one in British Columbia; one in Nova Scotia; And soon four in Ontario.
185 ans
The oldest private family business in Canada, the Simons house celebrates its 185th birthday this year.
She takes advantage of this anniversary to reaffirm her membership in Quebec City and the maintenance of her head office in Old Quebec, where it all started.
“More than 70 % of our products are developed by our internal teams, in Quebec,” prides the president.
Five significant years
- 1840: Foundation of the haberdashery by John Simons
- 1961: First Simons store in a shopping center, that of Ste-Foy Place
- 1999: Simons leaves the Quebec region. Direction Montréal, on rue Sainte-Catherine, and the Carrefour de l’Estrie.
- 2012: Simons unfolds outside Quebec and opens a store at the West Edmonton Mall.
- 2024: Simons is present from one ocean to the other in the country with the opening of a 17th store in Halifax.