Canadian lingerie brand lands in Toronto's Bloor West Village, setting the stage for nationwide expansion
TORONTO--(BUSINESS WIRE)--Understance, a solutions-oriented lingerie company, today announced the opening of its second retail location. Following the successful launch of its flagship store in Vancouver in February 2022, the newest storefront opens today in Toronto's vibrant Bloor West Village (2334 Bloor St W, Toronto, Ontario, M6S 1P3).
"Bringing Understance to Toronto is an exciting next step in our journey," said Jiayi Lyu, Director of Understance. "We've always prioritized designing products that meet real people's needs. All of our new designs are born from fitting room conversations between the product team and the customers. Opening a store in Toronto takes that commitment further and we are looking forward to co-creating new pieces with our Toronto customers."
At the Bloor West Village location, customers can experience Understance's collection, including 149 sizes from 28-48 bands and A-N cups (US), with the option for a personalized fitting and expert guidance from the team. Shoppers may choose hands-on support from experienced bra fitters, or explore products independently.
"We're dedicated to making high-quality bras accessible to everyone, especially those with harder-to-find sizes," said Lyu. "With the opening of our second retail location, we're excited to offer more customers the transformative experience of finding undergarments that fit perfectly, feel comfortable, and provide unmatched support."
The opening of the Toronto store marks a significant milestone in Understance's growth as the brand sets its sights on further expansion. Stores in Calgary and Metro Vancouver are planned for the coming months, complementing the brand's robust online shopping platform, which offers convenient shipping across Canada.
Understance's newest location will kick off with the Black Friday sale from November 20 to December 2, 2024. Customers can enjoy 40% off all products in-store and online to celebrate its arrival in Toronto.
About Understance:
Understance is a Vancouver-based lingerie brand specializing in solution-oriented bras, underwear, and sleepwear that combine exceptional comfort with support. As the North American subsidiary of Shenzhen Huijie Group Co., Ltd.—a global leader in lingerie manufacturing with over 26 years of expertise—Understance is backed by industry-leading craftsmanship and innovation. Guided by a mission to help bra-wearers discover comfort, confidence, and their sense of self, Understance makes bras that work. For more information, visit understance.com.
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