What’s in a name? When you’re a famous, historic, family-run business, the answer might be “everything.” For 183 years, the name Simons has resonated in Quebec, signifying both the retailer of exclusive fashions and household décor, and the founding family that has run the retailer for five generations. But now all that’s changed. La Maison Simons started expanding across Canada several years ago, to cities where the name resonates not at all.
When you took over the top job, you said you felt an “element of pressure.” Tell me about that pressure. that touch on junior ladies, contemporary ladies, more work-related ladies apparel and the same spectrum around the men’s range. That’s complemented by a unique home décor offering. Of our product assortment, 70% is exclusive to Simons, developed and designed by our teams in Quebec City. We also endeavour to find some of the most innovative and creative international or Canadian brands that are potentially new to market. Each store has its unique dynamic.
We’ve seen other retail outsiders, such as Target, flop in Canada. Since Simons is an outsider in much of the country, what can you learn from those failures? It took a long time for Simons to start expanding across Canada, and the expansion has been very measured. Why go slowly?
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