There’s another year to go before Mississauga, Ont.’s Square One Shopping Centre welcomes high-end retailers Holt Renfrew and Simons. But the mall is already courting its future customers: luxury shoppers.
On May 26, Square One is opening SQ1 Concept, a 1,500-sq. ft. pop-up boutique that showcases Canadian fashion talent, including Beaufille, Erin Kleinberg, Line Knitwear and Sid Neigum, among others. The collection is curated by celebrity stylist Leslie Fremar, whose clients include Reese Witherspoon, Julianne Moore and Charlize Theron.
“We thought with Holt Renfrew and Simons opening [in 2016], we have a Canadian story to tell,” said Toni Holley, marketing director at Square One. “This is an opportunity for us to provide exposure to Canadian designers… and provide shoppers with an experience they’ve never had before.”
Holley said the target audience for SQ1 Concept is affluent professional women 25 to 45 “who love fashion, who love brands and looking great.” The store carries investment pieces and more affordable items, which will appeal to both current customers and the “aspirational luxury shoppers” that Square One is aiming to attract next year. Those shoppers “may not necessarily have the means to purchase luxury all the time, but look for quality investment pieces,” said Holley.
Square One has programming lined up for the four weeks SQ1 Concept is open, including designer previews and a trunk show. “All types of luxury shoppers look for a VIP experience, access to brands that they maybe don’t have access to, and an exceptional customer experience,” said Holley. “Through the concept store, we’re taking steps toward providing that aspirational luxury shopper these types of unique experiences.”
The store, which will be open until June 20, was designed by lifestyle and décor expert Caspar Haydar. The space includes an individual display area for each designer, a fashion image gallery and a workspace for the designers.
Like other Greater Toronto Area malls, Square One is in the midst of a multi-phased redevelopment aimed at delivering a more premium shopping experience. Last November, Square One opened a newly expanded $60 million north wing. The mall’s new luxury wing, which will also house retailers Kate Spade, Stuart Weitzman, Marc Cain, Raffi Jewellers and Harry Rosen, will bring Square One’s total investment since 2013 to $480 million.
