Birks reopens Montreal flagship with new concept

By

Jennifer Braun

Published
Jun 13, 2018

Following extensive renovations, Canadian jeweller Birks announced on Tuesday the reopening of its Montreal flagship, located on the ground floor of the soon-to-open Hôtel Birks. 

 
"With the opening of our new flagship store in downtown Montreal we have set what is now the highest standard for luxury jewellery and timepiece shopping in the country, said Jean-Christophe Bédos, President and CEO, Birks Group. “We are welcoming back within our doors some of the world's leading brands in our category and are now able to offer an unparalleled selection to our customers, both local and visiting."
 
The new store boasts 7,700 square feet and follows the retailer’s latest store experience, which offers shop-in-shops, new customer-centric displays and a more casual environment.

Located at 620 Sainte-Catherine Street West, the flagship now features boutiques by international jewellery brands like Chaumet, Messika and Van Cleef & Arpels in addition to Birks Collections, as well as luxury timepiece boutiques like Rolex, Cartier, Jaeger-LeCoultre, Breitling and Tag Heuer. 

 
“With new displays that allow customers to browse at their own pace, we now offer a comfortable and casual shopping concept that is line with our target clientele of women self-purchasers as well as fine jewellery connoisseurs and international timepiece aficionados,” explained Eva Hartling, Vice President, Brand Management and Chief Marketing Officer.  
 
Other store features include the new Birks Bridal Bar created to make the shopping experience for diamond engagement rings or wedding bands more comfortable and enjoyable; the Birks Concierge Service, which is there to assist clients with creating bespoke jewellery, sourcing one-of-a-kind jewels that might be contained in-store, and more; and The Birks Lounge, which offers a chic and relaxing area for shoppers. 
 
Birks saw sales rise $1.1 million last year with net sales of $286.9 million for fiscal 2017. 
 
The company operates 28 stores under the Birks brand in most major metropolitan markets in Canada and two retail locations in Calgary and Vancouver under the Brinkhaus brand.