Birks opens Richard Mille boutique in Vancouver

Canadian luxury jewelry retailer Birks opened a Richard Mille boutique at its downtown Vancouver flagship at 698 West Hastings, last week. 

Inside Birks. - Facebook: Birks
The boutique, completed earlier this year, features its own branded doorway, facing onto Granville Street.
The opening is a part of the Montreal-based company’s multi-million dollar capex program implemented over a year ago, in order to renovate and remodel its retail stores as part of its transformation plan.
The Canadian jeweler has shifted its store design with the objective of targeting younger customers. Overall, its new store experience is designed to be more casual and less intimidating.
It also includes the addition of shop-in-stores for brands such as Cartier, Montblanc, Roberto Coin and TAG Heuer, to name a few.
In Vancouver, the Richard Mille boutique joins the Graff and the renowned watchmaker Patek Philippe boutiques, which Birks opened last fall on West Georgia Street. 
Earlier this year, Birks also reopened its flagship store on Bloor Street in Toronto, while it unveiled a renovated Montreal flagship last summer. 
Further renovations and shop-in-stores are planned as Birks continues to modernize its store network with its latest design concept. 
The Montreal-based company founded in 1879, currently operates 26 stores under the Birks brand in most major metropolitan markets in Canada, one retail location in Calgary under the Brinkhaus brand and two retail locations in Vancouver under the Graff and Patek Philippe brands. 

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