As most Torontonians know, Yorkdale is the go-to mall for first-in-Canada launches these days. Brands that have made their Canadian debut at the mall include J.Crew, Top Shop, LOFT and now, Mulberry, Zara HOME (the first North American store) and White House | Black Market, all which will open later this year. While I love Yorkdale and am very excited to see these stores open, as a former suburban girl (I grew up in North York/North Toronto) who now lives downtown, I find Yorkdale just a little…out of the way…and often wished that brands spread their debuts a little more. I’d love to see more stores open in, say, Bloor or the Eaton Centre first. In the past couple of years, Ann Taylor and Brooks Brothers are the only two brands that come to mind which have opened downtown first (stores like Target and Marshall’s don’t count as they are larger, big box brands).
Yorkdale Shopping Centre
I understand that Yorkdale markets itself as a luxury mall – their stores include Holt Renfrew, Tiffany and Burberry – but do the majority of first-to-market brands, whether “luxury” or mall brands have to choose Yorkdale over other shopping destinations? I find it interesting that so many companies choose a mall in the 416 suburbs (basically north of Lawrence) over midtown or downtown. At least Yorkdale is subway accessible, so those of us who don’t always have access to a car can get there fairly easily.
Back wall at Kate Spade in Yorkdale – taken by author at a press event prior to its opening
Yes, rent is an issue considering the sky high prices in Yorkville, in addition to the lack of space, and the Eaton Centre still doesn’t have the prestige (and probably won’t until Sears leaves). However, prestige has to start somewhere. Bayview Village in the Bayview and Sheppard area (ye, I know, a 416 suburb) was just a neighbourhood mall, with diner-type restaurants and a Kmart up until the beginning of the 21st century. In fact, brands like Pink Tartan and David’s, a shoe store that sells brands like Ferragamo and Christian Louboutin, would have been completely out of place there when I was a little girl. It really only takes ONE STORE to make changes. Besides, a downtown debut will get more weekday foot traffic from people who work in the area.
What are your thoughts on Yorkdale being the go-to destination for brand debuts? Would you prefer that they spread it out a little?
Image credits: Yorkdale imag is Oxford Properties (Own work) [CC-BY-SA-3.0 or GFDL], via Wikimedia Commons; Kate Spade image taken by author
