Understance Expands to Toronto, Opening Second Retail Location in Canada

2 hours ago 1

Author of the article:

Published Nov 19, 2024 • 2 minute read

Canadian lingerie brand lands in Toronto’s Bloor West Village, setting the stage for nationwide expansion

TORONTO — 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.”

Advertisement 2

THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY

Subscribe now to read the latest news in your city and across Canada.

Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman, and others.
Daily content from Financial Times, the world's leading global business publication.
Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.
National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.
Daily puzzles, including the New York Times Crossword.

SUBSCRIBE TO UNLOCK MORE ARTICLES

Subscribe now to read the latest news in your city and across Canada.

Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman and others.
Daily content from Financial Times, the world's leading global business publication.
Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.
National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.
Daily puzzles, including the New York Times Crossword.

Create an account or sign in to continue with your reading experience.

Access articles from across Canada with one account.
Share your thoughts and join the conversation in the comments.
Enjoy additional articles per month.
Get email updates from your favourite authors.

THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK.

Create an account or sign in to continue with your reading experience.

Access articles from across Canada with one account
Share your thoughts and join the conversation in the comments
Enjoy additional articles per month
Get email updates from your favourite authors

Sign In or Create an Account

Article content

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.