As part of a massive expansion at the start of this year, Browns Shoes is opening 4 newly designed stores in Canada in 2019. The Montreal-based brand will begin now by relocating and renovating some existing stores before opening a new location in April 2019 to cement their success in the shoe industry. This also includes changing the B2 brand stores into full Browns shoe stores.
The first location to undergo the massive expansion is none other than Toronto's CF Fairview Mall. While the mall already has a B2 store, Browns will be closing that down and opening a new Browns store in an even bigger location at Fairview. Construction on the new store will begin later this month.
Then the expansion heads to Montreal where it really takes on a whole new design. Like Fairview, CF Carrefour Laval already has a Browns store but it is going to be shut down and re-opened with a completely different design.
In the first of its kind for the brand, the new Montreal location will feature a water station, kids zone, and an "endless aisle" station to browse the entire Browns catalogue online. That is expected to begin in March of this year.
Then in April, it's back to Toronto. Like the other malls, Toronto's B2 Eaton Centre location will be closed. Opening instead will be another Browns location in the mall that will be double the size of the current store and features some of the same new elements as the Montreal store.
This is coupled with a brand new store that will be added to the mix this April. Browns will open a brand new Browns Outlet in the Toronto Premium Outlets, occupying the space that used to house Armani. On top of that, the company also has plans to open and expand even more stores between now and 2020 but all the details have not yet been revealed.
The Browns expansion is heavily focused on customer experience and improving the shoe-shopping industry. In doing so they have inadvertently pushed their competition out of the market.
Town Shoes, for example, announced last summer that they would be closing all 38 of their Canadian stores. The brand, which is run by US company DSW Inc. said the changing competitive landscape was what forced them out. Town Shoes catered to a similar clientele as Browns.
All 38 of Town Shoes' Canadian locations will officially be closed by the end of this month, coincidentally the same time as Browns major expansion and revitalization begins across the country.