West Toronto’s Dufferin Mall has reached 98% occupancy with the addition of international retailers JD Sports and Swarovski, achieving $752 per square foot productivity.
The 574,100-square-foot mall added nearly 13,000 square feet of new retail this year, including the two international brands alongside local concepts like Zaza Espresso Bar and MH2 Dental. The additions helped drive annual foot traffic to 7.1 million visitors.
“We’re seeing large-scale international brands that were once exclusive to major shopping centres now establishing locations in community malls like ours,” says Darren Neely, marketing manager at Dufferin Mall. “We’re able to offer these international brands alongside our practical anchors and everyday essentials.”
The performance reflects the property’s strong tenant mix and location advantages. Dufferin maintains its full anchor lineup of Walmart, No Frills, H&M, Winners, and Marshalls while adding sought-after specialty retailers.
Strategy Pays Off in Tight Market
Primaris REIT‘s leasing strategy centres on balancing international appeal with neighbourhood services. Recent additions include Aura Fragrance, Stars Menswear, and Freedom Mobile, while Mark’s expands to nearly 16,000 square feet by mid-December.
“The leasing strategy remains focused on creating a compelling destination for the evolving community – one that is rooted in convenience, inclusivity, and community engagement,” says Neasha Schlamp, senior manager of leasing at Primaris REIT. “It’s a place for people to meet and connect, take some time to slow down, or service their everyday needs.”
The approach is working in the gentrifying Dufferin Grove and Bloordale neighbourhoods, where condo development brings new demographics to the 523,357-person trade area. Schlamp notes the ongoing development has “positively contributed to our 7.1 million annual visitors and provides market confidence for our platform of international, national, and local tenant mix.”
Two more tenants are coming: TanghuluTanghulu and Kibo Market will open before the holidays, and into 2026, a health services addition that reflects broader demand for medical tenants in accessible retail locations will join the Dufferin Mall tenant mix.
Community Programming Drives Traffic
Beyond retail, Dufferin emphasizes community programming. Holiday programming launches November 14th with Santa photos using a storybook setup in its third year, plus sensory-friendly visits and nonprofit partnerships.
“We maintain active partnerships with nonprofits throughout the year as part of our Primaris Cares initiatives, including Parkdale Food Bank, the Toronto Foundation for Student Success, and Sistering,” Neely explains. “These collaborations help us preserve that community connection while we continue expanding our tenant mix.”
The mall provides marketing support for new tenants through social media, weekly newsletters, and in-mall signage. Neely’s team coordinates with tenant marketing departments to amplify grand openings and promotions.
Looking ahead, Neely wants to revive large-scale events in 2026, citing the mall’s successful 2019 Spring Picnic with Toronto Life as a model for future community programming.
Adapting Marketing to Platform Demographics
Neely’s team has adapted its marketing approach to reach different audiences across platforms, recognizing that Facebook users differ from TikTok audiences. The mall tracks engagement metrics closely to understand what resonates with each demographic.
“We analyze the insights from our social media platforms carefully, looking at audience engagement patterns and response rates to tailor our content accordingly,” Neely says. The team also works with influencers on specific platforms to reach targeted audiences.
The mall’s email newsletter has become a key communication tool, reaching subscribers weekly with tenant promotions, events, and shopping centre news. Combined with active social media presence and in-mall digital directories, the approach gives tenants multiple touchpoints for customer engagement.
“While we highlight major brands like JD Sports, Swarovski, and Sephora, we ensure our smaller local tenants receive equal attention and marketing support,” Neely notes, emphasizing the mall’s commitment to retailers of all sizes.
Environmental Initiatives and Future Events
Dufferin Mall is expanding its environmental programs as part of Primaris REIT’s broader “Primaris Green” sustainability focus. Neely says the mall is looking at initiatives that reduce its environmental footprint while serving the community.
The mall also plans to revive signature events that bring the community together. The 2019 Spring Picnic with Toronto Life drew strong attendance with local food vendors, farmers market stalls, and live entertainment transforming the centre court.
“For 2026, I want to develop a signature event that’s interactive and multi-layered – something that incorporates a nonprofit partner and becomes an annual tradition for Dufferin Mall,” Neely says. The goal is creating programming that goes beyond traditional retail to establish Dufferin as a true community gathering place.
Holiday programming exemplifies this approach. Beyond traditional Santa photos, the mall offers sensory-friendly sessions for children with special needs, pet photos where shoppers can bring their own animals to meet Santa, and charity initiatives like gift wrapping services run by Parkdale Community Food Bank.
Retail Evolution as Strategic Advantage
Shopping centres like Dufferin benefit from the natural evolution of retail tenancy. As consumer preferences shift and market conditions change, successful properties adapt by welcoming new concepts while maintaining core anchors that drive consistent traffic.
This ongoing tenant rotation allows properties to stay current with neighbourhood demographics and shopping trends. When retailers relocate or close, it creates opportunities for emerging brands or expanding concepts to enter prime locations. The key is maintaining occupancy momentum while upgrading the tenant mix to serve evolving customer needs.
Dufferin’s recent changes reflect this dynamic. The addition of international brands like JD Sports and Swarovski, alongside local concepts and expanding existing tenants, demonstrates how strategic leasing can enhance a property’s appeal without disrupting its foundation.
Market Context
Dufferin’s success comes as retail real estate availability hits just 2.2% nationally according to JLL, giving well-positioned landlords pricing leverage. The mall’s $750 productivity compares favourably to industry benchmarks for community centres.
The property’s strong performance reflects its strategic positioning in Toronto’s evolving west end. With established anchors providing consistent traffic and newer specialty retailers adding fresh appeal, Dufferin has maintained momentum while other properties face challenges.
Primaris REIT has capitalized on the tight market, completing $2.4 billion in acquisitions since late 2021, including January’s $585-million purchase of Oshawa Centre and half of Edmonton’s Southgate Centre.
“We are entering the new year with exceptional leasing momentum at Dufferin Mall, supported by a robust pipeline of quality tenants,” Schlamp says. “We look forward to announcing several new and exciting additions that will further strengthen the centre’s offering, and contribute to the community overall in a meaningful way, reflecting strong retailer demand and the centre’s continued position as a high-performing urban retail hub.”
For Neely, the formula is working: “With our diverse tenant mix expanding to serve a growing population, Dufferin Mall has truly become the neighbourhood’s local mall. Residents don’t need to travel far to find major international brands integrated with community shops.”
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.