By Craig Patterson
International Bath/Body/Lifestyle retailer Laline has announced that it plans on entering Canada with multiple locations this year, beginning with a unit that is opening this morning that we previously reported on at CF Sherway Gardens in Toronto. The company has now revealed that it will open six other stores over the next year, all of which will be in Southern Ontario, prior to expanding into new markets in other parts of Canada.
"Our new stores in Canada will be tailored after Laline's unique design concept that offers a complete in-store pampering experience for customers," said Lital Frankel, Laline's VP of Marketing. "From our airy, open-concept and dreamy store design - completely outfitted with a bathtub for the complete customer ambiance - to our unique product range with a variety of fragrances, textures and ingredients, the Canadian consumers are in for a new and exciting experience."
The CF Sherway Gardens store spans about 750 square feet and is located in the mall’s new ’Nordstrom Wing’ which houses several smaller retailers such as Loding and L’Intervalle shoes, as well as larger flagship locations for Zara and Nordstrom.
Laline is taking its Canadian expansion seriously. The company confirms that it has also secured leases for what appears to be six other stores in Ontario over the next few months, spread out across Southern Ontario in the cities of Toronto, Mississauga, Hamilton, Markham, Kitchener and London. These include the following locations:
-Toronto: Yorkdale Shopping Centre,
-Mississauga: Square One shopping centre,
-Markham: CF Markville,
-Hamilton: CF Limeridge,
-Kitchener: CF Fairview Park, and
-London: CF Masonville.
These locations indicate partnerships with landlords Cadillac Fairview (all malls marked with ‘CF’) as well as Oxford Properties for its Yorkdale and Square One locations. All seven malls are located at premium centres, with almost all of them ranking among Canada's most productive shopping centres according to Retail Council of Canada's Shopping Centre Study.
Laline’s strategy of opening stores in various parts of Southern Ontario may be an indication that this is the beginning of a much bigger expansion that could see stores open in major as well as sub-markets Canada-wide. Often when brands enter Canada, they’ll typically choose to open one or more stores in a large city centre such as Toronto and Vancouver. Laline, which has chosen markets such as Kitchener, Hamilton and London early on in its expansion, is a refreshing deviation that could see the brand gain awareness in smaller markets.
In a previous comment to Retail Insider, Laline stated, “As the Canadian market is one of our main strategic markets we expect to open dozens of branches in the next few years,” and when asked about its growth plans, Laline confirmed that its “main focus for 2018-2019 is the Ontario region”.
The company has since confirmed that after it has developed a strong presence and loyal customer base in Ontario, Laline will seek to move into other Canadian markets such as Montreal and Vancouver.
Laline was founded in 1999 by Revital Levi and Merav Cohen in Tel Aviv, and now boasts more than 100 stores in Israel, as well as international locations in Japan, Spain and in the United States in San Francisco and Hawaii. Laline is a division of the FOX Group and according to the company, Laline targets women, men, babies and teens, and its Canadian stores will have some collections tailored to the local market, with price-points being lower than luxury brands in order to become a ‘one-stop shop’ for beauty products.
As part of its entry into Canada, Laline is promoting its fragrances as part of a ‘scent series’. Each scent series is designed to “benefit the body and enhance your well-being”, with several branded products within those ranges that include body care items, bath products, fragrances, skincare, gift sets and textile products as well as various bath sponges, pumices and candles. Laline also carries skin peeling products as well as nail polish, makeup and related accessories. The vast scent series collection is referred to as "The World of Scent" and consists of more than 20 products per the 10 signature scents and addresses several wellness benefits including stress relief, relaxation, nourishment and happiness.
In a previous statement, Laline told Retail Insider that, “Our new stores in Canada will be in Laline's unique design concept that offers a complete pampering experience. From our white and dreamy store design to our unique products with a variety of fragrances, textures and ingredients, the Canadian consumers are in for a new and exciting experience”.