Telus has launched Caya–short for Come As You Are–a new retail brand that targets the lesbian, gay, bisexual, transgender and queer (LGBTQ) communities.
Unlike a typical Telus store, Caya has more of a lounge-like atmosphere with 20 foot ceilings, custom-designed lighting and two large garage doors that open onto a patio.
A portion of Caya’s sales will go to various LGBTQ causes such as Loving Spoonful, the Vancouver Pride Society and Out in Schools, a program to make students safe from bullying and homophobia. The store is also designed to be used as an event space where grassroots organizations can hold fundraisers or even host a gay wedding.
The first of these upscale outlets opened in Vancouver on Oct. 22 with a second to open in the city’s Gastown area next month.
Kenn Hamlin, director of special projects for Telus, said Telus plans to expand the brand across the country, staffing each location with a diverse and well-trained work group.
“What’s different is for the first time we have all of our products and services under one roof,” said Hamlin, adding there are lines from Koodo, Telus Mobility, its optic television and a digital print centre from the Telus-owned Black’s Photography group.
An ad campaign by agencies BB&Co Strategic Storytelling and Creative B’stro is currently running on billboards and in print targeting the LGBTQ communities.
