As the financial struggles of large retailers continue to dominate headlines, Surmesur is bucking the trend by continuing its North American expansion, choosing Vancouver as its latest store location.
Having enjoyed rapid and sustained growth since its creation in 2010, Surmesur currently has 14 retail destinations throughout Québec and Ontario, as well as in Pittsburgh and Chicago, including six "shop-in-shops" in smaller markets.
“Our vision is to become the North American reference in made-to-measure menswear, which means having a presence in major markets such as Vancouver,” says co-founder François Thériault.
By partnering with local businessman Jonathan Richard as owner-operator of the Vancouver store, the company sees an opportunity to offer Vancouverites its signature blend of traditional tailoring and technological innovation with a local twist.
“Every city has its own personality. The city of Vancouver, and the Yaletown neighbourhood in particular, has a great mix of sophistication and casual style,” says Jonathan, a long-time menswear aficionado, event organizer and former bar manager of the Vancouver Club. “Knowing the city as I do, and having spent weeks immersed in learning the Surmesur concept and culture, I know it’s going to be a perfect match.”
With Surmesur Vancouver set to open by the end of the year at 1012 Mainland St., François noted that the decision to set up shop in the city reflects a firm belief that the retail industry can flourish under the right conditions.
“We’ve been very focused on building a company that takes the traditional art of tailoring and a human approach to customer service and combines that with the latest available technologies, even to the point of developing our own software programs to enhance the in-store experience. It’s a formula that works for us, and we’re proud that it puts us in a position to announce some positive retail news, for Vancouver as well as for the retail landscape in general,” he said.