Growing a Monobrand Concept…
Monday, September 11, 2017


Birks Developers

Shortly after announcing its agreement to sell its Mayor’s Jewelers stores in Georgia and Florida, Birks Group Inc. and Ivanhoe Cambridge have jointly reported that they have reached a five-store agreement in Canada. In October, Birks will be opening new stores in the Oshawa Centre in Oshawa and in the Guildford Town Centre in Surrey. In addition, three existing Birks locations in Bayshore Shopping Centre in Ottawa, in Southgate Centre in Edmonton and in Place Ste Foy in Quebec City, have renewed long term leases and will be relocation to new, renovated spaces in the malls. Opening by Spring 2018, the new locations are in an 1100 square foot range and will be designed around Birks’ ‘monobrand’ concept that features only Birks collection products. This new concept enables Birks to offer a selection of its most popular collection, including silver, gold and diamond jewelry. The monobrand format was introduced in Yorkdale Shopping Centre in Toronto last Fall and others have opened in Mapleview Mall in Burlington and in Quartier Dix30 in Brossard and more are planned. “We are pleased to announce the opening of new stores in partnership with Ivanhoé Cambridge, which will enable us to expand Birks’ visibility in Canada with a store format tailored to each regional market,” said Birks’ President, CEO Jean-Christophe Bédos. “The construction of new stores reflects our desire to constantly stay attuned to the preferences of our customers across the country, and the choice of the monobrand format is in line with our goal of continuing to grow the Birks brand.” Birks Group operates luxury jewelry stores in Canada and in the United States. The company operates 26 stores under the Birks brand in most major metropolitan markets of Canada and two retail locations in Calgary and Vancouver under the Brinkhaus brand. Birks Group continues to operate the Mayor’s Jewelers stores in the United States until the transaction is completed in Fall 2017. In Canada, Birks is represented by Jeffrey Berkowitz at Aurora Realty Consultants Inc. The traditional stores are in the larger malls and high street location in units up to 3000 square feet and the monobrand stores are in a 1000 to 1200 square foot range.