Canada’s oldest family-owned retailer has officially planted its flag in downtown Toronto. Simons, the Quebec-based department store that has been a Canadian retail institution since 1840, opened its highly anticipated flagship location at CF Toronto Eaton Centre on September 18, marking a pivotal moment in both the company’s expansion and Toronto’s retail landscape.
The three-level, 112,000-square-foot store represents Simons’ second Toronto location and 19th store nationwide, completing an aggressive five-week expansion into Canada’s largest metropolitan market that began with the Yorkdale Shopping Centre opening in August. The downtown flagship caps a nearly $100 million Greater Toronto Area investment that signals the family-owned company’s confidence in the Canadian retail market at a time when many department stores are struggling.
A Celebration of Canadian Design and Artistry
“Opening at the iconic CF Toronto Eaton Centre is not just a milestone in our continued investment in the GTA—it’s a celebration of Toronto’s spirit and Canada’s place on the world stage,” said Bernard Leblanc, President and CEO of Simons. The store’s grand opening comes amid unprecedented retail transformation at the Eaton Centre, positioning Simons as a cornerstone tenant as the shopping center rebuilds its tenant mix following major departures.
The new location showcases Simons’ signature commitment to Canadian artistry through its “Walk of Frames” installation, featuring 20 art stations with 40 original works by 15 Canadian artists. More than half of the pieces were created by Toronto-based artists, including the store’s artistic centerpiece “Permanent Structure 4,” a three-dimensional mural by Toronto artists Trevor Wheatley and Cosmo Dean positioned near the central escalators.
Strategic Retail Innovation
The CF Toronto Eaton Centre location utilizes a distinctive three-level format that sets it apart from the two-storey Yorkdale store, allowing for expanded merchandise presentation across different product categories. The store features Simons’ complete range of private label collections, including Twik, Icône, Contemporaine, Miiyu, Le 31, Djab, i.FiV5, and Simons Maison, alongside the dito luxury department featuring internationally celebrated designers.
The dual-store Toronto strategy reflects Simons’ sophisticated understanding of metropolitan retail geography. While Yorkdale captures suburban and regional customers arriving by car, the CF Toronto Eaton Centre location targets downtown workers, tourists, and transit users—a approach that mirrors successful expansions in other major Canadian cities.
Bucking Industry Trends
Simons’ expansion comes at a particularly significant time for Canadian retail. While major competitors like Hudson’s Bay have closed most of their locations and international players like Nordstrom have retreated from the Canadian market, the Quebec-based retailer has been steadily growing. Since 2019, the company has invested more than $300 million into the Canadian retail landscape Toronto.com.
The company now operates across Canada with ten stores in Quebec (including its head office in Quebec City), four in Ontario, three in Alberta, one in British Columbia, and one in Nova Scotia. Current revenues exceed $750 million, with the Toronto expansion expected to boost annual sales by 15 percent 6ix Retail.
A Legacy of Innovation
Founded in 1840 by John Simons in Quebec City as a dry goods store, Simons has evolved into Canada’s largest independent fashion retailer while maintaining family ownership for 185 years. The company’s founder famously made more than 70 Atlantic crossings by sailing ship to ensure his business received the latest goods from Europe—a commitment to international fashion that continues today.
Under Leblanc’s leadership—the first CEO who is not a member of the founding family—Simons has positioned itself as a uniquely Canadian fashion destination that draws inspiration from global fashion capitals while championing local designers and artisans.
Economic Impact and Future Outlook
The Toronto expansion creates approximately 400 new jobs across both locations, representing Simons’ largest single-market investment in its 185-year history. For Cadillac Fairview, which operates CF Toronto Eaton Centre, the partnership extends a relationship spanning over 20 years and represents a strategic victory in repositioning the mall.
“Today marks a momentous occasion for us as we celebrate the official grand opening of Simons’ first flagship store in the downtown core,” said Sal Iacono, President and CEO of Cadillac Fairview. “As a landmark destination, CF Toronto Eaton Centre plays a unique role in connecting people from across the city and around the world.”
The success of Simons’ dual-store Toronto approach will likely influence the company’s strategy in other major urban centers, particularly Vancouver and Calgary, where similar suburban-downtown combinations could prove effective. As Canadian retail continues to evolve, Simons stands as a rare success story—a homegrown retailer thriving while maintaining its distinctly Canadian identity and commitment to local communities.
The new Eaton Centre store is located at 220 Yonge St. and is open during regular mall hours, welcoming visitors to experience what many are calling the future of Canadian department store retail.
