Aritzia to Launch New Brand Store Concept

Popular Vancouver-based women’s fashion retailer Aritzia will spin off another one of its private label brands into its own retail concept. This will will be the company’s third in-house label to see its own freestanding stores. 

In the fall of 2016, Aritzia brand Babaton will open a freestanding location at CF Toronto Eaton Centre in downtown Toronto. The 1,780 square foot Babaton store will replace the mall’s existing Wilfred location, which will move downstairs into a new 5,150 square foot space. Babaton will be strategically located between retailers Hugo Boss and Reiss on the third level of the mall. That level is considered to be very desirable — a south end pedway leads directly to Saks Fifth Avenue and Hudson’s Bay and on September 16 of this year, Nordstrom will open a 220,000 square foot flagship at the north end on the same floor. 

Babaton is the latest Aritzia brand to launch its own stores. In-house brands TNA and Wilfred already operate six freestanding locations in British Columbia, Alberta and Ontario. The Wilfred brand will see more store locations opening in Canada this year, according to Aritiza’s Chief Marketing Officer Oliver Walsh. 


Toronto’s Babaton will be designed by Aritzia’s in-house team of store designers, according to the company. The Aritzia brand itself is seeing a substantial store expansion, which we’ll discuss soon in a separate article. 

The Babaton deal was negotiated by Northwest Atlantic Principal/Broker Dianne Lemm, who represents Aritzia in Canada. 

Founded in 1984, Aritzia’s target market is women aged 14 to 30. Much of the clothing sold in its stores are its own exclusive brands, including Auxiliary, Babaton, 1-01 Babaton, Community, Wilfred, Le Fou by Wilfred, Wilfred Free, TNA, Golden by TNA, Parklife, and Talula. Stores also carry clothing from brands such as Mackage, J Brand, Citizens of Humanity, A Gold E, Frame, Levi’s, Rag & Bone, Adidas, One Teaspoon, and Herschel.

Article Author

Craig Patterson
Craig Patterson
Now located in Toronto, Craig is a retail analyst and consultant at the Retail Council of Canada. He's also the Director of Applied Research at the University of Alberta School of Retailing in Edmonton. He has studied the Canadian retail landscape for the past 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees. He is also President & CEO of Vancouver-based Retail Insider Media Ltd.

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