Is LOFT a Third Floor Store at the Eaton Centre?

Anyone who has been to the Toronto Eaton Centre over the past week or two may have noticed the hoarding at what used to be Brown’s Shoes (which will should re-open at Sephora’s former home in a few weeks). It did have me wondering – why on Earth would LOFT open on the third floor, a level usually reserved for stores that are more…mid range? Traditionally, the higher the floor, the more expensive the store. While the Toronto Eaton Centre is not a luxury mall like Yorkdale, on average, prices on the third floor tend to be closer to the three figure mark. Almost everything at LOFT, on the other hand, is under $100.

The hoarding at LOFT Toronto Eaton Centre

Of course, one would bring up the fact that H&M is also on the third floor, but H&M also takes up space on the second and first levels. In addition, all H&M/high end designer collaborations have pieces upward to $300+. And while Zara is predominantly under $100, the looks have a more “fashion” vibe than basics and classics at LOFT.

The LOFT store at Yorkdale, the first to open in Canada

LOFT is likely opening on the third floor due to space. There just aren’t any other size-appropriate spots in the mall. Add to the fact that the old Brown’s spot provides excellent foot traffic, and all is good for the brand. However, I still think the space is an interesting choice. Considering how the Eaton Centre wants to become Yorkdale South, I would have thought they’d hold out for something that is more higher end mid range or entry level luxury. Right now they have Coach, Michael Kors, Stuart Weitzman and a tiny True Religion spot, but they could use a higher end clothing boutique to give Yorkdale some competition. Things can’t all open in the Bloor-Yorkville area, after all.

What are your thoughts about LOFT on the third floor? Do you think it’s a good choice, or do you think LOFT should have opened on the second floor? Regardless, I am looking forward to its opening later this year. As a downtown girl, it’s so much easier for me to get to the Eaton Centre than up to Yorkdale!

About Cynthia Cheng Mintz

Cynthia Cheng Mintz is the founder and webitor-in-chief of this site and the petite-focused site, Shorty Stories. She has also written for other publications including the Toronto Star and has blogged for The Huffington Post. Her first novel, Aspirations, was published in 2007. Outside of writing, Cynthia researches and advises philanthropic ideas for family funds and foundations and also volunteers.