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New Birks stores to feature only house brand

Two new Birks stores opening this summer will only feature the retailer’s brand.

The stores—opening in the DIX30 Complex in Brossard, Que., and Burlington, Ont.’s Mapleview Mall—will comprise about 139 m2 (1500 sf) entirely dedicated to jewellery from the Birks Collections.

“It is with much enthusiasm that we are beginning the construction of our new retail stores in DIX30 and Mapleview, two markets that are fast developing,” said Jean-Christophe Bédos, president and chief executive officer (CEO) of Birks & Mayors Inc.

“With the support of a brilliant team of architects and brand strategists at Sid Lee, we are taking another step in innovating and offering our clients a new shopping experience entirely dedicated to the Birks brand.”

The Birks Collections of jewellery ranges from prestige to fashion jewellery, as well as designs from the diamond and bridal collections featuring Canadian diamonds as centre stones.

“It was a thrilling experience to work on a new concept for the Birks brand, a true Canadian iconic company,” said Martin Leblanc, senior partner and head of retail at Sid Lee Architecture.

“Our team worked on an exciting design that is sure to impress and surprise consumers—we were given the challenge to reinvent and refresh the value proposition of the traditional jewellery store, and we believe the finished product offers exactly that.”

The retailer introduced four new Birks Collections last fall and 16 others are expected to be released this year.

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