Aritzia expanding Babaton

Canadian retailer Aritzia is expanding their Babaton private label brand with freestanding stores opening this fall.

The Vancouver-based company will launch their first store at the CF Toronto Eaton Centre later this year, bringing together all of the brand's upscale product which includes t-shirts, jackets, pants, oversized ribbed sweaters, and slip dresses.

The new 2000-square-foot location will be designed by Aritizia's in-house team.

“In recent years Babaton has become increasingly popular with our customers from a design point of view because it caters to those who love minimalist design,” said Aritzia's chief marketing officer Oliver Walsh to WWD.

Babaton's price points range from 26 dollars and 60 cents for a t-shirt to 376 dollars and 20 cents for jackets. The price points help make the brand popular among millennial women who comprise their main demographic.

Babaton isn't sure where their future store rollouts will be. As of right now, they are more focused on building the brand's name recognition.

Babaton is Aritzia's third label to become a freestanding location. The other two are Wilfred and TNA. Wilfred is expected to see more locations open in Canada this year.

Babaton's rollout comes the same time as Aritzia is seeing aggressive expansion with the opening of three new stores in Canada and four new stores in the U.S. The company hopes to have 61 Canadian locations by the end of 2016.

photo:us.aritzia.com