ADDITION ELLE, Canadian size-inclusive brand, announces new Design Director and launches re-imagined Montreal flagship store Français
TORONTO, May 23, 2019 /CNW/ - Leading Canadian size-inclusive brand ADDITION ELLE continues to elevate the brand with the appointment of Andy Thê-Anh as Design Director and the opening of a new concept store at the brand's Carrefour Laval location in Montreal.
Thê-Anh brings a wealth of experience to the design team, having worked on concept, trend detection, and brand development for both high end and mass market brands. Born in Vietnam, Thê-Anh moved to Quebec at the age of 16 and studied fashion design at LaSalle College. With his understanding of fabrics, styles, colors and cuts, his expertise will enhance the design team, giving them strong leadership to develop the brand aesthetic even further. The first collection under Thê-Anh's direction will be available to the ADDITION ELLE customer in stores across Canada and on additionelle.com as of Spring 2020.
"Without a doubt, it's a great new chapter for me and I'm very excited to join the ADDITION ELLE team. I'm looking forward to furthering a modern lifestyle concept, a new contemporary and fashionable aesthetic and designing exclusively for ADDITION ELLE", says Thê-Anh.
The newly redesigned Carrefour Laval store will be the first of its kind for ADDITION ELLE. The re-imagined concept will offer customers an unprecedented selection of today's most sought-after brands such as Levi's, Body Glove, Calvin Klein, Birkenstock, New Balance, Lucky Brand, and Girlfriend Collective, in exclusively extended sizing. Through these exclusive partnerships, ADDITION ELLLE is their customer's trusted editor, curating global brands and making the world's most coveted labels accessible to their customer.
"We've given the brand and the Carrefour Laval store a modern upgrade," says Jonathon Fitzgerald, Group President at ADDITION ELLE. "Our goal is to create a store that is inviting and beautiful, from the product selection through to the architecture. The floor is a mix of natural wood and concrete, we used handmade cement tiling on the wall and an abundance of plants to give the space warmth and life. We used local artisans, workshops and mills to create the store as well as reclaimed materials for an authentic atelier feel. We have an area dedicated to services such as reservations made online for a personal stylist or bra fittings, pick up of online orders and returns."
With a focus on connecting with the community, the store will play host to special events known as the ADDITION ELLE Live Series. These unique and exciting collaborations with local designers and artists as well beauty, health and wellness brands encourage the customers to interact with ADDITION ELLE in new ways and discover and support the city's talent. These events take place across Canada in Montreal, Toronto and Vancouver, each one embodying the personality, creativity and vibrancy of their city. To date, customers have enjoyed wide-ranging themes such as talks from female entrepreneurs, embroidery and chocolate-making with workshops on the benefits of essential oils, floral arrangements and meditation classes coming soon.
To celebrate this new chapter, ADDITION ELLE will host a grand re-opening at the Carrefour Laval on May 25, 2019. On-site activities include custom embroidery by Quebec artist Amélie Dionoski, a pop-up shop with Pilgrim jewelry, works on display from artist Mügluck, refreshments and special surprises.
About ADDITION ELLE
Since ADDITION ELLE's inception in 1980, the brand has been at the forefront of the inclusivity movement, offering the customer a design DNA that is stylish, relevant and confident and crafted to deliver exceptional quality. ADDITION ELLE is a division of Reitmans (Canada) Limited, which employs 10 000 people nationally and operates 677 stores across Canada through its six banners including ADDITION ELLE, Reitmans, Penningtons, RW&Co., Thyme Maternity and Hyba. Reitmans (Canada) Limited is listed on the Toronto Stock Exchange (TSX: RET; RET-A). For more information, visit www.additionelle.com.
SOURCE ADDITION ELLE
PRESS CONTACT: MILO | Doan Nguyen | [email protected]| 416.738.1816
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