KIT + ACE has relocated within CF Toronto Eaton Centre to a 4,100 square foot pop-up space in the former Williams Sonoma location, completing the move on Saturday, July 5th. The relocation represents the Canadian technical fashion brand’s largest retail format and follows 18 months of strong performance at its previous third-floor pop-up location.
The move was driven by performance metrics and customer loyalty data. “Performance and productivity has been very encouraging,” CEO David Lui told 6ix Retail. “We have a lot of guests who love us, who always come back. In fact, a lot of them are on first-name basis and we built a really good relationship with them.”
The new space allows KIT + ACE to display its complete men’s and women’s collection. “When the opportunity came up down the hall, a couple of doors down, we couldn’t turn it down,” said Lui. “It’s 4,100 square feet pure retail space. It allows us to showcase our full assortment of our collection and gives us an opportunity to refresh the look of our store properly to our brand and tell our story better.”
Rapid Execution Despite Infrastructure Challenges
The transformation required removing substantial kitchen infrastructure from Williams Sonoma’s experiential retail concept. Arif Mukhtar, Vice President of Retail Development at Joseph Mimran & Associates, managed the compressed timeline.
“This store was completed in about two and a half weeks with long hours and all hands on deck,” said Mukhtar. The timeline compressed standard retail buildout schedules, which typically span 9-12 weeks for permanent installations.
Williams Sonoma had operated cooking activations in the centre of the store, requiring removal of commercial-grade stoves and ceiling ventilation systems. “It requires balancing what we can execute from a design perspective within our brand ethos against what’s physically achievable in the timeframe,” Mukhtar explained.
The project demanded different strategic thinking than permanent installations. “Usually when we work at a permanent store, the capital investment is larger because we’re there long-term—five or ten-year leases versus one-year agreements,” he said. “Our permanent stores have a very distinct upscale vibe, while pop-ups maintain elevated aesthetics within different parameters.”
International Customer Base Adds to Location Strategy
The Eaton Centre attracts significant international foot traffic, aligning with KIT + ACE’s global e-commerce operations. Jaclyn Reid, Shop Director and Retail Operations, oversees guest experience at the high-traffic location.
“We see a significant number of international guests,” said Reid. “This location provides an excellent opportunity for meeting new customers while reintroducing our brand to guests who were previously regulars at our other locations, including our former international stores.”
Many international customers already recognize the brand through online channels. The physical location allows product demonstration and tactile experience that cannot be replicated through e-commerce platforms.
First Complete Ontario Collection Display
The expanded space addresses merchandising limitations that previously constrained Kit and Ace’s Ontario operations. Amy Pollock, Director of Retail, KIT + ACE, said the location enables comprehensive product presentation.
“We’ve never had a location in Ontario that could feature our complete collection,” said Pollack. “We now have every colour on the floor and every inseam available. We have something for every customer.”
“The location features outdoor exposure from Edward Street—KIT + ACE’s first at the Eaton Centre. The space includes the brand’s largest stockroom, supporting comprehensive inventory management and reducing stockout situations that affected the previous location. “The project involved three key pillars: architecture and engineering, visual merchandising, and store operations,” Pollack explained.
Three-Location Toronto Market Strategy
KIT + ACE operates three Toronto locations: CF Toronto Eaton Centre, The Well, and Queen Street. Lui said the strategy targets distinct customer segments rather than creating internal competition.
“In physical retail, there’s a couple of plays, right? One is to build brand, build awareness,” said Lui. “We don’t think we cannibalize each other. Each of these three distinct areas serve a very distinct guest. We want to be where our guests shop, and we want to be relevant and be where they want to shop.”
The approach reflects market segmentation strategy in Toronto’s diverse retail landscape. Each location serves different demographics and shopping patterns while building overall brand presence in Canada’s largest metropolitan market.
Strategic Location Benefits and Foot Traffic
The new location positions KIT + ACE near CF Toronto Eaton Centre’s main elevators, maximizing visibility and foot traffic. The store benefits from proximity to established retail neighbours and tourist flow.
“Location, location, location, that’s retail, right? It’s a mantra,” said Lui. “The neighbors who are amongst us adds a lot of guest brand credibility, street credibility. And it’s great because we trade off of each other’s strengths and offering.”
The CF Toronto Eaton Centre captures significant tourist traffic that aligns with KIT + ACE’s international customer base. “Eaton Centre captures a lot of tourists, which, because we sell globally, a lot of tourists already know us,” said Lui. “They say, you have a store here? I don’t have to buy online or I can get to touch more product.”
Physical Retail Value Proposition
KIT + ACE’s technical fabrics require tactile experiences to demonstrate quality and functionality. The physical retail format provides product education that e-commerce cannot replicate.
“What we find is with our guests, if they touch our fabrics, they’ll love our product. And that’s the difference that we bring as a brand,” said Lui. This hands-on approach creates stronger customer relationships and reduces return rates compared to online-only transactions.
The store format allows staff to demonstrate fabric properties and care instructions, supporting customer education and brand differentiation in the competitive technical apparel market.
Controlled National Expansion Strategy
KIT + ACE currently operates 11 locations, with plans to reach 13 stores through an upcoming Bayview Village opening.
“We have one more opening at Bayview Village and we have one that we just concluded at Park Royal in West Vancouver. So that would get us to 13 stores,” said Lui. “We’re not looking to open like a whole whack of stores. We’re doing it very mindfully and cautiously looking at the right real estate, the right deals with our landlords.”
The expansion balances physical retail growth with e-commerce operations. “We still have a very robust growing e-commerce platform that we sell around the world. So we have global presence from our e-com and it’s nice to have physically,” said Lui.
Future Growth and Brand Positioning
Looking beyond current expansion, Lui identified partnership opportunities and international growth potential. “Down the road, there could be opportunities down south, overseas.”
The brand maintains Canadian identity while pursuing global market opportunities. “We’re born in Canada. We design in Canada. We bring our Canadian vibe to our brand DNA,” said Lui. “We’re welcoming and we just want to offer a great product and a great value for our guests.”
KIT + ACE, founded in 2014 and acquired by Unity Brands Inc. in 2023, specializes in technical fabrics for urban professionals. The company targets customers requiring versatile clothing that transitions between work and personal activities.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.