Addition Elle, Canada's Leading Fashion Plus Size Brand, Expands Into US Market

MONTREAL, Sept. 11, 2017 /CNW Telbec/ - Leading Fashion retailer ADDITION ELLE brings its message of Fashion Democracy across the border into the American market with the launch of its localized US ecommerce website and the opening of its Pop-Up shop in New York City. These ventures coincide with the brand's runway show with IMG and New York Fashion Week on September 11^th. The shop, located on 134 Fifth Avenue in the Flat Iron District, will be open for one week, showcasing all the runway styles in a see-now buy-now business model, allowing the customer to experience the unparalleled fit and styling of Addition Elle.

"We have a prominent social fan base in the US and they have been asking us to come to them for some time now. The fashion show and Pop up shop are a perfect opportunity to significantly expand our footprint in the US market" said Roslyn Griner, Vice-President of Marketing and Visual Presentation at Addition Elle. "The plus-size market is still really under served in terms of fashion retail options and we see ourselves as a great choice to fill that void."

This marks Addition Elle's third participation in NYFW, but the first time they will be showing at the IMG official venue alongside the Fashion elite.  The runway show will feature Ashley Graham wearing her eponymously named lingerie line designed with Addition Elle as well as a first collaboration between the brand and social media role-model Jordyn Woods, currently appearing alongside Kylie Jenner in the latest Kardashian franchise show Life of Kylie.

Addition Elle has leveraged its participation in NYFW to increase its brand awareness leading to continued success in its wholesale business.  Ashley Graham lingerie, currently available at Nordstrom's and Dillard's, will also be available at 50 Macy's locations as of this fall.  Internationally, the line is sold in Europe (Navabi and Ellos) as well in Australia (City Chic).  Other brands from Addition Elle that are also seeing international success are street wear line Love & Legend, career apparel from Michel Studio and active wear from Nola.

Fashion Week marks the start of Addition Elle's latest Fall 2017 campaign, a continuation of the "F* This Movement" which was launched at last year's Kia Style 360 show during NYFW. Showcasing their message of body positivity, the brand's new campaign features empowered women who share this philosophy. This includes Québec singer Stephanie St-Jean, reality TV star Roxy Earle, supermodel Ashley Graham and street style icon Jordyn Woods. The TV spot airs as of September 11^th in the Québec and Ontario markets for a 3-week period, with the digital campaign running through the end of October.

ABOUT ADDITION ELLE

Addition Elle is a leader in the Canadian plus size market with over 30 years of experience in delivering trendy, flattering and fashionable clothing for women. With 95 retail locations across Canada and online at additionelle.com, the retailer's ready-to-wear collections of career apparel, sportswear, active wear and lingerie are designed to inspire our customer to look and feel her personal best. Addition Elle's promise to deliver "fashion democracy" to its customers is grounded in the philosophy that style should not be limited by size. Addition Elle is a division of Reitmans (Canada) Limited, which employs 8,300 people nationally and operates 661 stores across Canada through its six banners including Reitmans, Penningtons, RW&CO., Thyme Maternity and Hyba. Reitmans (Canada) Limited is listed on the Toronto Stock Exchange (TSX: RET RET.A).

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All of the statements contained herein, other than statements of fact that are independently verifiable at the date hereof, are forward-looking statements. Such statements, based as they are on the current expectations of management, inherently involve numerous risks and uncertainties, known and unknown, many of which are beyond the Company's control. Such risks include but are not limited to: the impact of general economic conditions, general conditions in the retail industry, seasonality, weather and other risks included in public filings of the Company, including those described in the Operating Risk Management and Financial Risk Management sections of the Company's Management Discussion and Analysis.  Consequently, actual future results may differ materially from the anticipated results expressed in forward-looking statements, which reflect the Company's expectations only as of the date of this press announcement.  Forward-looking statements are based upon the Company's current estimates, beliefs and assumptions, which are based on management's perception of historical trends, current conditions and currently expected future developments, as well as other factors it believes are appropriate in the circumstances.  Specific forward-looking statements in this press announcement include, but are not limited to, statements with respect to the Company's anticipated future results and events, future liquidity, planned capital expenditures, amount of pension plan contributions, status and impact of systems implementation, the ability of the Company to successfully implement its strategic initiatives and cost reduction and productivity improvement initiatives as well as the impact of such initiatives.  The reader should not place undue reliance on any forward-looking statements included herein. These statements speak only as of the date made and the Company is under no obligation and disavows any intention to update or revise such statements as a result of any event, circumstances or otherwise, except to the extent required under applicable securities law.

 

SOURCE Reitmans (Canada) Limited