Premium tattoo and body art studio Steel N Ink is accelerating its national expansion plans across Canada, with a strategic focus on destination retail centers and tourist markets. The company, which has established itself as North America’s largest tattoo studio chain, continues to reshape industry expectations through its presence in upscale shopping environments and its innovative approach to retail integration.
The expansion represents a significant evolution in the professional body art industry, moving services traditionally found in street-front locations into premium retail environments. This shift aligns with changing consumer preferences and broader retail trends that emphasize experiential offerings in high-traffic shopping destinations.
“Toronto’s consumer landscape is evolving rapidly, with younger generations prioritizing self-expression, quality experiences, and convenience,” says Jamie Randolph, President of Steel N Ink. “We’re seeing a growing demand for high-end, hygienic, and professional tattoo and piercing studios in premium retail settings—spaces where customers already shop, dine, and engage in lifestyle experiences.”
Since its inception as a seasonal business, Steel N Ink has transformed into a category leader in premium retail spaces. The company’s success in upscale retail environments has validated its strategic approach to location selection and market development. “Steel N Ink has transformed from a traditional tattoo studio into a premium lifestyle brand, setting a new standard for the industry,” Randolph explains. “In major urban markets, we are positioning ourselves as the go-to destination for body art in upscale retail environments, appealing to both first-time clients and seasoned tattoo collectors.”
The company’s expansion strategy is driven by detailed demographic analysis and strategic retail partnerships. “Demographics are driving our expansion – ages 17-39 – female and male, although 38% of Canadian women have tattoos, where only 28% of Canadian men have tattoos,” explains Andrew Goodman, VP of Development at Steel N Ink. “We try to locate near like-minded businesses frequented by women include Lululemon, Sephora, Aritzia, H&M, Garage, and for men, Sports Chek, Men’s Barber shops, Levis.”
This strategic co-tenancy approach has proven particularly effective in premium retail environments, where Steel N Ink benefits from established foot traffic patterns and complementary customer demographics. The company’s real estate strategy reflects a sophisticated approach to market development, with carefully structured agreements that support long-term growth.
The company’s expansion strategy places particular emphasis on seasonal and tourist markets, where the combination of steady foot traffic and leisure-focused consumers has proven highly successful. “We have targeted seasonal markets like Fallsview Casino, Sauble Beach and outlet malls that draw tourists in the summer months, when malls are historically slower,” notes Goodman. “The shop-per-tain-ment factor works well for Steel N Ink, as people on vacation or a trip have time to impulse buy. They have more time to ask questions and be educated on how our services work.”
Looking ahead, Steel N Ink has identified several key markets for expansion across Canada. “Destination markets like Halifax, St. Johns, Banff/Canmore, Vancouver, Victoria and Whistler are high on our expansion list,” says Goodman. These locations align with the company’s strategy of targeting areas with strong tourism appeal and year-round retail traffic.
The company’s success in premium retail environments has also influenced its approach to studio design and customer experience. “As we expand, our focus remains on quality, professionalism, and design-forward studios that integrate seamlessly with top-tier shopping destinations,” Randolph notes. “This premium approach allows us to attract a broader audience, including those who may not have previously considered a tattoo or piercing but appreciate high-end artistry and a luxury-level experience.”
Steel N Ink’s growth trajectory reflects broader changes in both consumer attitudes toward body art and the evolution of retail environments. “Moving forward, we anticipate more studios adopting a similar approach, but Steel N Ink will continue leading by example—offering best-in-class service, elite artists, and a studio experience that feels just as sophisticated as any other high-end retail or wellness service,” concludes Randolph.
As the company continues its national expansion, its success in integrating professional body art services into premium retail environments serves as a model for the industry’s evolution. Steel N Ink’s strategic approach to market selection, coupled with its focus on upscale positioning and customer experience, positions the company for continued growth across Canada’s diverse retail landscape.
The expansion plans underscore the growing mainstream acceptance of tattoo and piercing services, particularly within luxury retail environments. As Steel N Ink advances its national growth strategy, it continues to set new standards for how personal service businesses can successfully integrate into premium retail destinations while maintaining high standards of artistry and professionalism.
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.