Maje X Holt Renfrew Partner for a New Era in Canada
Georgia Wray Norsten — August 16, 2025 — Business
References: wwd
Maje x Holt Renfrew kicked off a new chapter for the French contemporary label with the launch of three shop-in-shop boutiques across Canada. The first opened August 16 at Square One in Mississauga, followed by downtown Calgary on August 22 and downtown Montreal on August 29. This strategic partnership comes after the closure of Maje’s former Canadian retail partner, Hudson’s Bay.
Available in-store and online at holtrenfrew.com starting mid-September, the collaboration introduces Maje as the first contemporary brand to be featured by the luxury retailer. 'The partnership is a natural fit,' said Laura Yetman, VP of retail and business development at SMCP North America.
The move reflects a broader strategy under SMCP CEO Isabelle Guichot to accelerate growth in North America, as Maje pivots toward upscale positioning with a focus on full-price retail.
Available in-store and online at holtrenfrew.com starting mid-September, the collaboration introduces Maje as the first contemporary brand to be featured by the luxury retailer. 'The partnership is a natural fit,' said Laura Yetman, VP of retail and business development at SMCP North America.
The move reflects a broader strategy under SMCP CEO Isabelle Guichot to accelerate growth in North America, as Maje pivots toward upscale positioning with a focus on full-price retail.
Trend Themes
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Strategic Partnerships — Companies are increasingly forming strategic partnerships to extend market reach and share resources, exemplified by Maje x Holt Renfrew's collaboration.
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Shop-in-shop Concepts — Shop-in-shop models are gaining traction as a way for brands to penetrate new markets without the overhead of standalone stores.
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Luxury Retail Expansion — Luxury retailers are expanding their brand portfolios with upscale labels, creating new growth opportunities in premium segments.
Industry Implications
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Fashion Retail — Fashion retailers are innovating through cross-brand experiences, leveraging partnerships like Maje x Holt Renfrew to captivate consumers.
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Luxury Goods — The luxury goods industry is adapting by integrating contemporary brands into their offerings to appeal to diverse consumer preferences.
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E-commerce Platforms — E-commerce platforms are expanding their catalogs with exclusive brand partnerships, blending online reach with high-end offerings.
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