Canadian retailer Penningtons launches rebrand, retail expansion
Canadian plus-size fashion retailer Penningtons launched on Wednesday a brand refresh introducing a new logo with the word ‘Penn’, alongside expansion plans.
The refresh includes store renovations, new stores, enhanced customer service, new and refined product programs, as well as expansion and changes to e-commerce.
As part of a three-year plan, Penn will open ten new stores in key markets with an emphasis on growing its presence in Ontario and Quebec. It currently operates ninety retail stores coast-to-coast and an e-commerce business. Other aspects of their growth strategy includes apparel growth, real estate acquisition and driving awareness of its rebranding.
“Over the past couple of years, we’ve done a complete deep-dive into our business that included hundreds of hours of consultation with our customers,” said Michael Strachan, Penn’s president.
“We wanted to find the right way to position the company for the future in order to attract new customers who have changing attitudes while still respecting the needs of our long-standing, loyal customers.”
For over 70 years, Penn has been a Canadian destination for plus-size fashion, ranging from sizes 14 to 32. Penn is part of the Reitmans limited family of brands, which also operates 235 Reitmans and 77 Rw&co locations. Earlier this year, Reitmans emerged from creditor protection after nearly two years and $95 million paid.
Penn is also reviving the Addition Elle brand by making it available in all Penn stores and at www.penningtons.com. In June 2020, Reitmans exited the fashion banner, as it attempted to re-position the company for long-term success.
“We’re breathing new life into a successful brand,” added Kathy Tsolakos, vice-president, marketing, visual presentation and e-commerce.
”It’s what’s driven our extensive overhaul including product design and offerings, digital growth, brand perception and positioning, and marketing. We love seeing our customers become excited about the changes we are making. And we’ve done it all by listening to them.”
