Maje Embarks on New Chapter in Canada With Holt Renfrew Partnership

PARIS — French contemporary label Maje is partnering with Holt Renfrew in Canada to open three new boutiques over the next two weeks.

It’s a fresh start for the accessible luxury brand following the closure of its previous retail partner Hudson’s Bay, which shuttered earlier this year.

The first shop-in-shop opens its doors Friday outside of Toronto at Square One Mississauga mall, followed by downtown Calgary, Alberta, on Aug. 22 and downtown Montreal, Quebec, on Aug. 29.

In addition to in-store shopping, Maje will also be available online through Holt Renfrew’s website starting in mid-September.

“We are incredibly excited to be launching Maje within Holt Renfrew as we continue to grow our presence in Canada,” said Laura Yetman, vice president of retail and business development at parent company SMCP North America. “The partnership is a natural fit.”

Maje is the first contemporary brand to launch with the luxury retailer.

Outside of the Holt Renfrew partnership, Maje has five full-price stand-alone boutiques and two outlet stores in Canada.

SMCP appointed former Stella McCartney president Ida Simonsen to lead the North American team last October, in an effort to accelerate brand expansion across the region and strengthen retailer ties.

Under SMCP chief executive officer Isabelle Guichot, the company is looking to grow in the Americas after scaling back in China.

Second-quarter sales for the Maje brand were up 4.9 percent to 113.6 million euros in the most round of results released by parent company SMCP on July 29. The brand added 14 new points of sale in the EMEA region in that time period, and has doubled down on its company-wide full price strategy as it aims to upscale its brands.