Moose Knuckles continues retail expansion with new stores, pop-ups

By

Jennifer Braun

Published
Dec 3, 2021

Canadian luxury outerwear brand Moose Knuckles is continuing its retail expansion with new stores and pop-up locations in key markets across North America. 

As part of its global expansion strategy, Moose Knuckles has opened two new stores, one in Toronto’s Eaton Centre, as well as a permanent location in Chicago. The brand, has also been exploring new markets with a selection of pop-up shops. A pop-up in Ottawa’s Rideau Centre opened earlier this month and most recently, it opened a pop-up in Boston, and in its hometown of Montreal.

The locations were designed with the brands story in mind and aim to be visual representations of the brand's ethos – bringing the tundra to the city. To get there, Moose Knuckles teamed up with set designer Stefan Beckman to bring this idea to life with unique concepts. 

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“Our newest Moose stores are designed by renowned designer Stefan Beckman and create a completely immersive experience into our world,” said Andrea Elliott, EVP, direct-to-consumer, Moose Knuckles.  

“Moose has always merged Canadian technical know-how in outerwear with a fashion edge through a global lens that makes us truly unique in the space. We welcome the opportunity to showcase our complete line to new markets across the country and the world.” 

In Toronto, frosted glass, glossy surfaces, and hypothermia-inducing landscape, creates a digital environment that simulates four climate bands – Chilly, Cold, Crazy Cold and Canada Cold. Meanwhile, in Montreal, the store features a museum-like area showcasing the best of Moose Knuckles over the years and the evolution of its collections. 

Finally, in line with the brand’s commitment to be more environmentally responsible, Moose Knuckles incorporated more naturally occurring materials in its spaces, including responsibly harvested wood flooring, LED lighting and recyclable metals and glass. 

"The concept of applying a tundra-inspired lens on city life struck a chord with me. The question was how to merge these two vastly different worlds? We had to be very sharp and purposeful with every element,” said Beckman. 

Moose Knuckles currently operates over a dozen stores, including both permanent and pop-up locations across North America and Europe. The brand’s expansion plans include growing its footprint to over 35 stores and pop-ups.