People talk a lot about “the Vancouver uniform” (read: yoga pants), but the one item we see multiple times a day – whatever the occasion or weather – is a little more elegant: Aritzia’s Mosaic blanket scarf. It’s made from Australian wool, but is as Vancouver-y as kale, ennui, bitching about the property market, or Aritzia itself, which is Best of the City winner in the Best Women’s Clothing and Best Warehouse Sale categories.
Brian Hill (his father is the “Hill” in Hill’s of Kerrisdale) opened Aritzia’s first store in 1984, aiming to “offer beautiful clothes in aspirational spaces with exceptional service,” says chief marketing officer Oliver Walsh. More than 30 years on, the aim hasn’t changed. But that one little boutique is now a network of more than 75 stores across North America, with international shipping through Aritzia.com.
What’s the secret to its success? Its diverse range of brands, from TNA to Wilfred, each of which is distinct but complementary. Likewise the stores, which are intended to be unique and reflective of local influences. Walsh says it’s also about attention to detail. “We sweat the small stuff. It’s why we search out the best mills and factories around the world,” he says. “It’s why we consider – and reconsider – every last seam, pleat and button. It’s why our clothes look and feel so good.”
The Aritzia shopping bag is almost as ubiquitous as the scarf – never more so than at the annual warehouse sale in September, which last year lured around 50,000 local shoppers, attracted by discounts of up to 90 per cent.
While Walsh says there are no particular plans for expansion right now into areas such as menswear (although a brand rep confirms they do have plans for expansion geographically), he believes Aritzia will continue to buck the trend of the dying high street. “I think now, more than ever, you only hear about the decline of retail, not only in Canada but globally. We’re fortunate enough to be growing our business, especially in a discerning fashion landscape.”
