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The Brick adds three stores in Atlantic Canada

 17 August 2020     Michael J. Knell 

FREDERICTON, New Brunswick – The Brick expanded its presence across Atlantic Canada in July, opening a new corporate store here while adding yet another in nearby Saint John and relocating its existing store in Charlottetown. It will also add another new store later this year in St. John’s, Newfoundland.

In a statement, the Edmonton-based high impact promoter – one of three operating divisions of the publicly held Leon’s Furniture Limited (LFL) – said the additional New Brunswick stores will add about 50 jobs to their local communities.

“The Brick’s expansion in Atlantic Canada is creating jobs during a challenging economic period in Canada,” Dave Freeman, president of The Brick said in a statement. “I am incredibly pleased to celebrate our latest openings and to announce that we have plans for even further growth later this year and into 2021 as we continue serving communities on the East Coast.”

The Brick has added three new stores in Atlantic Canada in Saint John, Charlottetown and Fredericton (seen in the photo above). Inset is the view from inside the Regent Mall. The store here covers about 33,000 square feet and is in the Regent Mall while the one in Saint John is 36,500 square feet and can be found in the McAllister Place Mall. Charlottetown is the smallest of the three at 19,500 square feet and is in the Charlottetown Mall. All three feature The Brick’s next generation store design that was unveiled last year in its new flagship store in the West Edmonton Mall.

Chad Baker, director of stores for The Brick told Home Goods Online all three feature the retailer’s next generation store design that was unveiled last year in its new flagship store in the West Edmonton Mall.

“Each location features styled vignettes that we believe will inspire shoppers by allowing them to more easily visualize what the products will look like in their homes,” he explained. “These are fully styled bedrooms, living room and dining room displays that will change looks with new line-ups and future trends. Its an area the average customer can look to for inspiration when creating their own rooms.”

Each also feature accessory displays throughout the furniture floor that have curated to feature specific on trend looks. “These accessory furniture walls will change looks frequently to continually stay on trend and keep customers coming back to the store more frequently to see what’s new. It is also making it easier for a customer to take home products today and accessorize their homes without needing to be ‘style experts’ themselves,” Baker added.

Sales associates will be equipped with tablets giving them immediate access to information such as inventory levels, delivery dates as well as access to an expanded online assortment without having to leave the customer.

Each new The Brick location features an accessory wall on its furniture floor, such as this one in the new Charlottetown stores.“This information help provide a faster, more convenient experience for our customers and give them access to other available colours or configurations of the product they see in our showroom,” Baker said, adding it will also have The Brick’s new custom furniture builder app that allows customers to create their own sofa, sectional or chair from its in-house Designed 2B custom furniture collection.

Expanding their presence in Atlantic Canada “has been contemplated for some time,” Baker told HGO, “as we believed it was an underserved area in our category and an opportunity for growth for the company.”

In fact, The Brick is looking for more than just retail store growth as its is also looking to grow its service provider – Trans Global Service (another LFL division) – as well as its Midnorthern Appliance banner, which specialises in providing white goods to developers, home builders and commercial design clients.

"Plans to open a brand-new, state-of-the-art distribution facility by our parent company  in Dartmouth, Nova Scotia will also move forward in early 2021, which will create between 60 and 75 more jobs as the corporation’s first facility of it’s kind in Atlantic Canada,” Dave Freeman added.

In addition to the three new corporate stores, The Brick has six other stores in Atlantic Canada, including a corporate store in Moncton and two franchise stores in Woodstock and Bathurst, New Brunswick. The three in Nova Scotia include a corporate store in Halifax with franchises in Amhearst and New Glasglow.

In all, LFL operates 180 stores under The Brick banner across the country, including 65 franchises. There are also 24 Brick Mattress stores and nine Brick Outlet stores. Including Leon’s and Appliance Canada, LFL operates a total of 304 stores.

Related Story: The Brick unveils new technology driven WEM flagship store

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This HGO article was written by:
Michael J. Knell
Michael J. Knell

Michael is the publisher and editor of Home Goods Online. A seasoned business journalist, he has researched and written about the furniture, mattress and major appliance industries in both Canada and the United States for the past three decades.

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