Simons to open at West Edmonton Mall on October 31, 2012

Renowned 170 year-old fashion retailer opens first store outside of Quebec

QUEBEC CITY, Oct. 29, 2012 /CNW/ - Simons, the esteemed family-owned fashion retailer from Quebec City, will open its first store outside the province of Quebec on October 31, 2012 at West Edmonton Mall.  The 115,000 square foot store will be located on the second level, in the north-west corner of the mall along Europa Boulevard.

With seven locations in Quebec and more than 170 years in the business, Simons is an authority in fashion with a unique shopping concept.  Simons offers a curated selection of renowned international designers (such as Balmain, Missoni and Paul Smith) and an exhaustive and very fashion-forward collection of its own exclusive and innovative private label brands for men and women, making it well known for its incomparable selection of merchandize for everyone.  Simons also carries home fashions for the bedroom, bathroom and kitchen.

"We look forward to bringing the Simons experience to Edmonton - a vibrant, growing city with an appreciation for inspiring fashion," said CEO Peter Simons. "Creativity is ingrained in everything we do, not only through our distinctive selection of merchandise, but in the design of the store itself."

Simons stores are compelling, original environments created to inspire customers through fashion, art and architecture.  The location at West Edmonton Mall is no different, with its design by award-winning firm Figure3 and realization by Lemay Michaud.  Even from the outside Simons will stand out.  On the exterior surface, vertical, twisted titanium blades will create an ever-changing arching motion and a 30 foot cube of glass appears to be carved into the corner of the building becoming a shining beacon - day or night.

Adding to the unique design of Simon's West Edmonton Mall location will be a stunning installation by the acclaimed Canadian architect, Philip Beesley.  Suspended within the glass cube, a canopy of undulating crystalline columns will use sensory mechanisms to respond to human movement, creating a gently swelling and rippling ocean of light.

The 95,000 square feet of shopping space is intelligently planned for instinctual navigation and a clean, modern esthetic brings a cohesive design to the store.

The primary men's and women's areas are centrally located and easily identifiable by their colour palettes and prominent fitting areas: emerald green for women and petrol blue for men.  Within each section is a boutique area showcasing the high-end designer labels.

For younger shoppers, bold colours and interactive features make for unique landmarks within the store.  Express fitting rooms for women are cone-like and descend from the ceiling for quick sizing checks, in addition to full-fledged change rooms well-equipped with space for friends.  The denim area for men has a bar-like set up with stools and a gaming wall for shoppers to play while they shop.

Mini digital photo studios allow shoppers in these two areas to capture endless fashion combinations with access to social media outlets for instant feedback.

The extensive collection of accessories sits in the middle of the store, acting as a pivot point connecting each fashion section. The store also features a lingerie boutique and a home fashions area.

A wide selection of Simons' fashions, accessories and home décor is available for purchase at www.simons.ca.

About Simons
Simons was founded in 1840 by John Simons as a dry goods store in Quebec City.  Since then, the company has built its reputation on being passionate about fashion - a value that has been handed down from generation to generation. Today, Simons has seven well-established stores in Quebec: Montreal, Laval, St. Bruno, Sherbrooke, and three locations in Quebec City including its headquarters in Old Quebec City.

Follow Simons on Twitter: @SIMONS_eng (English) or @Simons (French), Facebook: facebook.com/simons.ca or visit www.simons.ca.

SOURCE: SIMONS

For English communication, contact:
Carla MacNeil, Jane Gill & Associates, [email protected], 416.922.4404 ext. 23

For French communication, contact:
Harry Tsantarolakis, Simons, [email protected], 514.282.1840 ext. 1155