With heritage high on its agenda, Woolrich Brings taste and tradition into its new Toronto Store.
The Woolrich brand is founded on the principles of tradition, exploration and a constant search for technical innovation and new materials. Its focus on heritage and philosophy of bringing a story to every product means it has created a style which lingers long beyond the realms of fashion.
These characteristics permeate through into its stores, too. Its latest, in Toronto – the brand’s first store in Canada – proves a smart, sophisticated space. It’s perfectly placed, too – the city’s Yorkdale mall is increasingly becoming the premium ‘indoor shopping destination’, housing many upscale national and international brands.
The highly distinctive storefront features a faux brick tile finish with painted signature Woolrich heritage check. This regular black and red square design is a trademark pattern for the brand. Meanwhile, window displays are kept simple and stylish, with a bold graphic design.
The large instore space is divided into a series of areas and within each, the double height space is used to good effect. High-level space is used creatively, presenting half bust forms dressed in the company’s beautifully made signature fur collar jackets in a variety of colours. Easy self-selection is built into the store design, with accessible stock hanging on rails in the lower area below.
Other fixture features include large refectory style tables with decorative items, floral arrangements and flat laid products. These are essentially display features and used to give 3D impact on the mid floor. Further ‘Stockman-style’ mannequin forms are used mid floor.
Service here is discreet and considered, as staff carefully introduce the products and explain the features and benefits.
The overall effect of the store is personable and premium. It doesn’t have the stark designer look of similar brands such as Moncler or Canada Goose, instead choosing a warmer and more welcoming path.