Addition Elle hires new design director, debuts concept store

By

Jennifer Braun

Published
May 22, 2019

Canadian retailer Addition Elle is shaking up its design strategy both in-store and in-house. 

 
The size-inclusive brand announced on Tuesday the appointment of Andy Thê-Anh as design director and the opening of a new concept store at the brand’s Carrefour Laval location in the outer skirts of Montreal. 
 
A LaSalle College graduate, Thê-Anh will lead and enhance the design team in the new role, giving the team strong leadership to develop the brand’s aesthetic even further. The first collection under Thê-Anh’s direction will be available as of spring 2020. 

Meanwhile, Addition Elle is ready to debut a re-imagined store concept at its newly redesigned Carrefour Laval store, which will offer customers a large selection of brands exclusively in extended sizes such as Levi’s, Body Glove, Calvin Klein, Birkenstock, New Balance, Lucky Brand, and Girlfriend Collective. 
 
“We’ve given the brand and the Carrefour Laval store a modern upgrade,” explained Group President Jonathon Fitzgerald. “Our goal is to create a store that is inviting and beautiful, from the product selection through to the architecture.” 
 
The space is characterized by an authentic atelier feel, which was created with local artisans, workshops and mills. There are a number of plants strategically placed throughout giving the store a warm and lively feeling. 
 
An area dedicated to services such as reservations made online for a personal stylist or bra fittings, pick up of online orders and returns can also be found. 
 
The store will equally play host to special events known as the Addition Elle Live Series. The events take place in collaboration with local designers and artists as well beauty, health and wellness brands. Such events have previously taken place across Canada in Montreal, Toronto and Vancouver. 
 
Addition Elle is a division of Reitmans (Canada) Limited, which employs 10,000 people nationally and operates 677 stores across Canada through its six banners including Reitmans, Penningtons, RW&Co., Thyme Maternity and Hyba.