Toronto just got a major new addition to its retail landscape: Simons has officially opened at CF Toronto Eaton Centre, bringing with it a three-level, 112,000-square-foot flagship that fuses fashion, art, and design in true Simons style. For those who haven’t yet experienced the brand’s immersive approach to shopping, this downtown debut is big news—it’s not just about racks of clothes, but a multi-sensory cultural experience planted right in the heart of the city.
This marks Simons’ 19th location in Canada and its second Toronto opening this year following Yorkdale’s summer reveal. With nearly $100 million invested in Toronto alone and 400 new jobs created, the family-owned Quebec-based company is making it very clear: Toronto is at the centre of its coast-to-coast growth story.
The design: perennial ephemera in motion
Step inside, and you’ll notice this isn’t your typical mall anchor. Designed with Gensler and LemayMichaud, the store follows the theme “Perennial Ephemera,” inspired by natural cycles of light, growth, and transformation. Think warm lighting, open layouts, and flowing movement across boutique-style zones that encourage discovery. The vibe balances calm and vibrancy—a deliberate push to make retail feel less transactional and more like a cultural moment.
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The grand opening moment
Before the doors officially opened to the public, Simons marked the milestone with a family-led celebration at CF Toronto Eaton Centre. Members of the Simons family were on hand alongside President & CEO Bernard Leblanc to cut the ribbon, welcome guests, and reflect on the brand’s 185-year journey from a small dry goods store in Quebec City to a national fashion authority.
“At Simons, we believe fashion is one of the most powerful forms of self-expression—a daily opportunity to share who we are and what we value,” said Bernard Leblanc, President and CEO of Simons. “That belief is reflected in every part of this new store: in the creativity and art that surround us, in the exceptional customer service we are known for that connects people on a human level, and in the sense of community we are proud to build together. Opening at the iconic CF Toronto Eaton Centre is not just a milestone in our continued investment in the GTA and coast to coast growth—it’s a celebration of Toronto’s spirit and Canada’s place on the world stage.”
The event wasn’t just a ribbon-cutting—it was a chance to acknowledge the brand’s roots as a family-owned Canadian business and its growing place in Toronto’s retail scene. Guests were treated to a first walk-through of the space, a guided introduction to the “Walk of Frames” art stations, and a glimpse of the store’s creative campaign Dress Yourself. The atmosphere struck a balance between celebratory and reflective, reminding everyone that while Simons is expanding coast-to-coast, its heart is still rooted in family and community.
“At Simons, we believe fashion is one of the most powerful forms of self-expression—a daily opportunity to share who we are and what we value,”
Bernard Leblanc, President and CEO of Simons
Where fashion meets art
What really sets this flagship apart is how art takes centre stage. The “Walk of Frames” winds through the store with 20 stations showcasing 40 works by 15 Canadian artists, more than half of them Toronto-based. You’ll find bead-based works by Indigenous artist Renée Condo, layered abstractions by Rachel Taggart, playful canvases by Julie Amlin, and striking murals like Pascal Paquette’s Adriatic-inspired window piece on Yonge Street.
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The centrepiece? Permanent Structure 4 (2025) by Toronto duo Trevor Wheatley and Cosmo Dean, a massive 3D mural spanning multiple floors by the central escalators—transforming commercial signage into a moment of pause and reflection.
And because Simons loves a cinematic edge, Montreal-based Rodeo FX (yep, the team behind Game of Thrones and Stranger Things) contributed three digital installations, including Elemental Worlds, two soaring LED towers that guide shoppers through surreal environments. It’s retail meets art gallery meets immersive exhibit.
Dress Yourself: a new creative project
Opening day also marks the launch of Dress Yourself, a Simons campaign directed by Marc Zibert celebrating self-expression through the simple act of getting dressed. It’s all about authenticity, individuality, and finding joy in fashion as a daily ritual. The campaign spills into Sankofa Square with interactive displays, further blurring the lines between store and cultural space.
The fashion mix
Of course, fashion is still the star. The CF Toronto Eaton Centre location carries all of Simons’ private labels—from trend-driven Twik and Icône to the timeless tailoring of Le 31 and Simons Maison for the home. Shoppers will also find Édito, the luxury designer department, plus Fabrique 1840, the company’s artisan-focused digital marketplace now represented IRL. Add in the Vision program for more responsible, lower-impact fashion, and the offering feels curated but comprehensive.
The VIBE inside the new Simons DT flagship
This isn’t just a store; it’s an experience. Equal parts gallery, boutique, and community hub, Simons’ new flagship turns the Eaton Centre into more than just a shopping destination. It’s reflective of Toronto’s creative energy, mixing local artistry with global fashion in a way that feels immersive and proudly Canadian.
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The 411: Simons’ new CF Toronto Eaton Centre Flagship now open
- 📍 Location: 220 Yonge St., Toronto, ON (CF Toronto Eaton Centre)
- 👥 Crowd: Fashion lovers, design enthusiasts, downtown shoppers, tourists
- 🛍️ What to expect: Art installations, curated collections, Canadian designer collaborations, immersive digital works
- 🌐 More info: simons.ca
