The previous Danier Leather brand sought creditor protection in February of 2016, and all of its stores were closed. The company's intellectual property was purchased in July of 2016, and the new owners re-established the continuance of the Canadian company. The new Danier’s focus is now on a broader range of fashions for both men and women. Product includes ready-to-wear, outerwear (including some leather styles), bags and accessories — designs are modern, fashion-forward and of a high quality (including luxurious fabrics and lambskin), and prices are kept reasonable in order to attract a broader demographic. Store interiors are bright and modern, reflecting the brand’s positioning of being 'accessible luxury'.
Danier’s first new store opened in the fall of 2016 at Ivanhoe Cambridge’s overhauled Oshawa Centre, east of Toronto. Locations soon followed at Mapleview Shopping Centre in Burlington, and at Upper Canada Mall in Newmarket. Since we last reported on Danier’s rebirth, the company has opened four more stores — at Vaughan Mills north of Toronto and at the Outlet Collection Winnipeg, as well as the most recent openings at Outlet Collection Niagara near Niagara Falls, and at the Toronto Dominion Centre in downtown Toronto.
In December of 2016, as well, Danier launched its new ecommerce site, profiling the brand’s fashions for both men and women.
The Toronto Dominion Centre location marks the brand’s first foray into a major Canadian downtown, and on a weekday afternoon there were several customers browsing — and buying. Sales staff noted that the store opens earlier than others in order to capture the early commuter crowd, and that the store is already a hit with many who work in Canada’s Financial District.
In order to showcase Danier’s fashions as well as to engage face-to-face with consumers, the company is continuing to open new store locations. The Vancouver market is a target for the brand, recognizing Canada’s West Coast’s strong retail sales. Calgary is also a target, and the company will continue to explore new markets as it grows.
Danier continues to partner with David George of brokerage NorthWest Atlantic to secure new locations. Danier stores are ideally sized in the 1,500 square foot to 2,000 square foot range, located in major shopping centres and outlet centres.