European Boutique to Overhaul CF Toronto Eaton Centre Store

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By Craig Patterson

Toronto-based multi-brand jewelry retailer European Boutique has revealed that it will be renovating and expanding its CF Toronto Eaton Centre store to include luxury-branded shop-in-stores for Breitling, Montblanc and Zenith. European Boutique’s construction begins shortly with an expected completion before the new year.

European Boutique already features a prominent corner location on Level 3 of CF Toronto Eaton Centre (featuring an impressive OMEGA boutique-concept), and its facade will become even more noticeable after the renovation.

Luxury watch brand Breitling, for example, will get its own shop-in-store at European Boutique that will feature a branded facade facing onto the mall corridor. The new Breitling storefront and shop-in-store will be Canada’s first to feature Breitling’s newest design concepts (recently unveiled at its boutiques in Switzerland and Singapore – pictured below). The new storefront will be Breitling’s second storefront presence in Canada.

CF Sherway Gardens Location. Photo: European Boutique

CF Sherway Gardens Location. Photo: European Boutique

CF Sherway Gardens Location. Photo: European Boutique

CF Sherway Gardens Location. Photo: European Boutique

European Boutique will expand its space further into the mall in order to accommodate the brand expansion, bringing its size to approximately 2,200 square feet. Montblanc’s expansion within the store will provide the brand with what will be Montblanc’s largest format in Canada outside of its own boutiques. Montblanc’s expansion will showcase the brand’s small and large leather goods, timepieces, pens and stationary.

The storefront will feature design concepts similar to the recently renovated European Boutique at CF Sherway Gardens, including a new marble encased 14-foot-wide TV display wall.

Breitling branded construction signage at CF Toronto Eaton Centre on October 12.

Breitling branded construction signage at CF Toronto Eaton Centre on October 12.

The CF Toronto Eaton Centre store will look different from this photo when completed. Photo: European Boutique

The CF Toronto Eaton Centre store will look different from this photo when completed. Photo: European Boutique

In the fall of 2017, European Boutique’s CF Sherway Gardens store expanded to include an official boutique for Montblanc, as well as shop-in-stores for TAG Heuer and Gucci watches/jewelry (pictured above). The Montblanc boutique has been a welcomed addition to CF Sherway Gardens and the brand’s expansion within European Boutique at CF Toronto Eaton Centre hopes to build upon that success with a full line of product offering for Toronto’s Financial District.

European Boutique operates four stores in the Greater Toronto area — besides the CF Toronto Eaton Centre store, it has locations at CF Sherway Gardens, Yorkdale Shopping Centre, and at Square One in Mississauga. The company also unveiled (in a partnership) Canada’s first Breitling watch boutique at Yorkdale last year, which is adjacent to European Boutique’s existing store in the mall. European Boutique also unveiled a corner retail space for luxury watch brand OMEGA that connects to its Yorkdale store.

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Craig Patterson, now based in Toronto, is the founder and Editor-in-Chief Retail Insider. He's also a retail and real estate consultant, retail tour guide and public speaker. 

Follow him on Twitter @RetailInsider_, LinkedIn at Craig Patterson, or email him at: craig@retail-insider.com.

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