On September 18, 2025, Simons—the storied Canadian family-owned retailer—redefined the retail landscape in downtown Toronto with the grand opening of its 19th store at CF Toronto Eaton Centre. This bold move marks not just another expansion, but the arrival of a visionary flagship that fuses curated fashion, immersive art, and architectural innovation in one of the country’s most iconic urban destinations.
A New Era for Canadian Retail: Simons Arrives Downtown
For nearly two centuries, Simons has stood as a beacon of independent retail in Canada, shaping tastes and nurturing creative talent from coast to coast. The opening of its first downtown Toronto flagship is a watershed moment—one that signals both the brand’s confidence in the city’s global stature and its commitment to elevating the shopping experience.
With 112,000 square feet sprawling across three meticulously designed floors, the new Simons is more than a store; it is a statement. Situated at the heart of Toronto’s bustling commercial core, the Eaton Centre location brings together the brand’s signature blend of curated fashion, art, and design in a setting that promises discovery at every turn.
Strategic Expansion: Investment, Growth, and Community Impact
This flagship is part of a larger strategic push into the Greater Toronto Area, following hot on the heels of Simons’ summer opening at Yorkdale Shopping Centre. Together, these investments constitute nearly $100 million—a testament to Simons’ belief in Toronto as a retail epicenter and a driver of national growth.
- 400 new jobs created in the GTA
- Projected 15% increase in annual sales
- Current revenues exceeding $750 million
Such figures are not merely financial milestones. They represent a deepening of Simons’ roots in the community and an unwavering commitment to thoughtful, steady expansion. It is, as President and CEO Bernard Leblanc voices, “a celebration of Toronto’s spirit and Canada’s place on the world stage.”
Design as Experience: The ‘Perennial Ephemera’ Concept
Stepping into the new Simons is akin to entering a living gallery—a space where architecture, light, and movement coalesce to amplify the customer experience. Developed in collaboration with Gensler Design, LemayMichaud Architecture, and Reliance Construction, the store’s design is guided by the evocative theme of “Perennial Ephemera”.
Inspired by the cyclical rhythms of nature—light, growth, transformation—the interiors strike a delicate balance between tranquility and energy. Thoughtful lighting schemes, organic forms, and flowing layouts invite visitors to explore, linger, and immerse themselves in a curated journey across multiple style environments. Each floor tells its own story, yet collectively they serve as a unified canvas for discovery.
The Intersection of Fashion and Art: ‘Walk of Frames’
Perhaps the most distinctive feature of the new Simons is its unapologetic embrace of art as an integral part of retail. The “Walk of Frames” is not a passive gallery, but a dynamic corridor of creativity—20 art stations showcasing 40 original works by 15 Canadian artists, with over half hailing from Toronto itself.
The lineup is as diverse as the city: from bold paintings and sculptures to digital media and immersive installations, each piece is paired with a QR code that unlocks the artist’s story and perspective. Among the contributors is Renée Condo, an Indigenous artist of Mi’kmaq heritage, whose work serves as a powerful reminder of the vibrancy and plurality of Canadian identity.
- 20 art stations
- 40 original works
- 15 artists, including Indigenous and Toronto-based creators
This curation is no mere embellishment. It echoes Simons’ retail philosophy: that shopping should be an act of inspiration, a celebration of creativity, and an opportunity to foster community. In a world where commerce often overshadows culture, Simons reverses the equation—making art and self-expression the heart of its flagship experience.
Human-Centered Service and Community Building
At the core of Simons’ ethos is a belief in fashion as a vehicle for self-expression and connection. Bernard Leblanc’s vision is evident throughout the new store: from the attentive, informed staff to the immersive environments where customers are treated as guests, not just shoppers.
This commitment to exceptional service is not simply about transactional efficiency—it is about forging relationships and nurturing a sense of belonging. The new flagship is designed to be a gathering place, a site for dialogue and discovery, where Toronto’s spirit is celebrated and its diverse communities find common ground.
As Sal Iacono, President & CEO of Cadillac Fairview, remarks, the Eaton Centre itself plays a “unique role in connecting people from across the city and around the world.” By embedding itself in this landmark destination, Simons amplifies that role, creating new opportunities for engagement and transformation.
Simons’ Philosophy: Retail as an Experience
Retail in the twenty-first century is in flux, challenged by e-commerce and shifting consumer expectations. Simons’ new flagship offers a compelling answer: a space where fashion is not only bought, but lived; where art is not only viewed, but felt; and where design is not only admired, but inhabited.
This approach is both nostalgic and forward-looking. It recalls the golden age of department stores as cultural institutions, while infusing the model with contemporary relevance—sustainability, inclusivity, and innovation. The store is a microcosm of Simons’ broader vision for thoughtful, steady growth in Canada, driven by investment in people, places, and ideas.
For Toronto, the arrival of Simons is more than an addition to the retail map; it is a milestone in the city’s ongoing evolution as a global capital of style, creativity, and community.
Looking Ahead: The Future of Fashion, Art, and Community
With its new flagship, Simons stakes a bold claim: that retail can be a catalyst for cultural exchange and social cohesion. The investment in Toronto is a bet on the city’s dynamism, diversity, and potential to set trends on the world stage.
As the brand continues its nationwide expansion, one question emerges: will other retailers follow suit, blending commerce and creativity in pursuit of more meaningful experiences? For now, Simons at CF Toronto Eaton Centre stands as a testament to what is possible when vision, investment, and artistry converge.
For those seeking inspiration, connection, and a glimpse into the future of Canadian retail, this flagship is not to be missed.
