The popular doll brand, which sells for US$110 at its highly interactive U.S. stores and through a catalogue, will come to Canada for the first time by opening boutiques inside two Indigo book stores in Toronto and Vancouver this spring. The sizable shops will come complete with a doll hair salon, apparel,Canada Goose homme pas cher books and accessories.We are reshaping the overall footprint in our storesWhile expanding its own online operations, Indigo has accordingly boosted its in-store assortment of toys, gifts and home accessories and décor to transform the bookseller into a “cultural” department store.“We are reshaping the overall footprint in our stores,” said Heather Reisman, Indigo’s chief executive. “We are actually in a position to expand or sustain the book selection.”
Indigo intends to roll American Girl brand out to more of its locations across the country, she said, but did not specify a number.The boutiques, on Vancouver’s Robson Street and in Toronto’s Yorkdale mall, will carry a broad assortment of the Mattel-owned doll lines, which include a category tied to U.S.Canada Goose homme pas cher history and more than 40 combinations of customizable dolls, available with different hair, eye and skin shades.Indigo intends to roll American Girl brand out to more of its locations across the country, she said, but did not specify a number.“As part of its offering, American Girl has books — every doll they introduce has a story associated with it and a whole value system embedded in that story,” Ms. Reisman said. “It is all about creative play and storytelling, and that is where we come from. Everything we stand for is reflected in the American Girl ethos.”
The stores will also feature dress-up events and storytelling parties, similar to its standalone locations in the U.S.,Canada Goose homme pas cher where it has 15 stores.“We obviously think it is going to be positive” for sales, said Ms. Reisman.Indigo’s move comes after the CEO told shareholders at the annual meeting this summer that Indigo was in the middle of a “very difficult transformation ” with plans to reconfigure its large stores “from one main shop into a series of shops” to house 40 new in-store Apple technology shops, home goods, paper, design, baby and kids toys.