Simons opened its second Toronto location at CF Toronto Eaton Centre on Wednesday, September 18, completing an aggressive five-week expansion into Canada’s largest metropolitan market. The three-level, 112,000-square-foot store marks the Quebec retailer’s 19th location nationally and caps a nearly $100 million Greater Toronto Area investment that began with the Yorkdale Shopping Centre opening in August.
The downtown flagship arrives amid unprecedented retail transformation at CF Toronto Eaton Centre, where Uniqlo simultaneously reopened its renovated store today. The coordinated openings underscore the shopping centre’s momentum as it rebuilds its tenant mix following major departures, with Simons serving as a cornerstone addition alongside significant renovation projects by established retailers.
“At Simons, we believe fashion is one of the most powerful forms of self-expression—a daily opportunity to share who we are and what we value,” said Bernard Leblanc, President and CEO of Simons. “Opening at the iconic CF Toronto Eaton Centre is not just a milestone in our continued investment in the GTA—it’s a celebration of Toronto’s spirit and Canada’s place on the world stage.”
The CF Toronto Eaton Centre location utilises a three-level format that distinguishes it from the two-storey Yorkdale store, allowing for expanded merchandise presentation across different product categories. The downtown store features Simons’ signature “Walk of Frames” art installation, scaled specifically for the urban environment with 20 art stations showcasing 40 works by 15 Canadian artists, more than half from Toronto-based creators.
The store’s artistic centrepiece is “Permanent Structure 4,” a three-dimensional mural by Toronto artists Trevor Wheatley and Cosmo Dean positioned near the central escalators. The piece transforms commercial materials and urban signage into contemplative art, designed specifically for the high-traffic downtown shopping environment where commuters and tourists intersect.
The opening occurs during the most active renovation period CF Toronto Eaton Centre has experienced in years. Aritzia is undertaking a massive renovation that will add an A-OK café to its fashion retail space, while RW&CO recently opened a temporary pop-up location to enable a complete renovation of its permanent store. The renovation activity reflects broader confidence in the shopping centre’s future despite recent high-profile departures.
For Cadillac Fairview, which operates CF Toronto Eaton Centre, the Simons addition represents a strategic victory in repositioning the mall following Nordstrom’s departure. The partnership extends a relationship spanning over 20 years, with Cadillac Fairview serving as Simons’ largest national real estate partner across multiple markets.
“Today marks a momentous occasion for us as we celebrate the official grand opening of Simons’ first flagship store in the downtown core,” said Sal Iacono, President and CEO of Cadillac Fairview. “As a landmark destination, CF Toronto Eaton Centre plays a unique role in connecting people from across the city and around the world.”
The mall has been actively recruiting new tenants to fill vacant spaces, with activewear brand Knix reportedly in negotiations based on recent job postings. Nike and Italian food hall Eataly are preparing to open in portions of the former Nordstrom space, while TimShop by Tim Hortons will launch on the main floor. Despite this activity, significant opportunities remain in former Free People, Club Monaco, FYE, and Ted Baker locations.
The dual-store Toronto strategy reflects Simons’ sophisticated understanding of metropolitan retail geography. While Yorkdale captures suburban and regional customers arriving by car, the CF Toronto Eaton Centre location targets downtown workers, tourists, and transit users. This approach mirrors successful expansions in other major Canadian cities where Simons has established multiple touchpoints.
The timing proves particularly significant as downtown Toronto continues recovering from pandemic-related disruptions to foot traffic and retail patterns. Major retailer commitments to large-format stores signal confidence in the core’s commercial future, contrasting with retailers that have downsized or relocated to suburban markets.
Simons expects the dual-location strategy to boost annual sales by 15 per cent, contributing to current revenues exceeding $750 million. The Toronto expansion creates approximately 400 new jobs across both locations, representing the family-owned company’s largest single-market investment in its 185-year history.
The CF Toronto Eaton Centre store showcases Simons’ complete range of private label collections, including Twik, Icône, Contemporaine, and Le 31, alongside the Édito luxury department and Simons Maison home goods. The three-level format accommodates the company’s Vision programme, which emphasises sustainable fashion options, and connects to Fabrique 1840, Simons’ digital platform featuring over 200 Canadian artisans.
With both Toronto locations now operational, Simons has established significant presence in Canada’s economic centre. The success of this dual-store approach will influence the company’s strategy in other major urban centres, particularly Vancouver and Calgary, where similar suburban-downtown combinations could prove effective.
The retailer now operates 19 stores across Canada: ten in Quebec, four in Ontario, three in Alberta, one in British Columbia, and one in Nova Scotia. The Toronto expansion validates Simons’ methodical national growth strategy while maintaining family ownership and Quebec headquarters, positioning the company as Canada’s largest independent fashion retailer in an increasingly consolidated market.
Additional Photos from the Grand Opening on September 18th, 2025
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.