Aubainerie expands into Ontario as AUB44 by Aubainerie

By

Jennifer Braun

Published
Jan 16, 2018

Quebec-based discount fashion chain Aubainerie is expanding into Ontario for the first time under its latest banner: AUB44 by Aubainerie.

 
Slated to open in March, the city of Orléans, a suburb of Ottawa, was chosen as the new banner’s home. The 24,000-square-foot space will open in the Place d’Orléans shopping mall.
 
“We are very excited to be launching our new AUB44 banner in Ontario. We’re sure that this evolution of our brand will enable us to both earn quick recognition in our new market and continue to promote the traditional and family values that are an integral part of our DNA,” said Chantal Glenisson, President and CEO of Aubainerie, in a news statement.  

The new banner is intended to have a younger and more contemporary feel, while still staying true to the brands roots. AUB44; incorporating parts of the brands original name and 44, representing the year the company was founded (1944).
 
The name is also more English and will better serve the English market in Ontario.
 
The Quebec retailer has 56 stores across the province under two banners including 43 Aubainerie stores and 13 Aubainerie Entrepôt outlets. Less than a year ago, Chantal Glenisson was appointed as the new President and CEO of the retailer.
 
The expansion reaffirms Aubainerie’s objective to develop its business beyond Quebec.