Aritzia launches new brand The Constant

By

Jennifer Braun

Published
Mar 22, 2017

Canadian fashion retailer Aritzia is expanding its core offerings with the introduction of a new brand called The Constant.
 
Launched this month, The Constant joins Aritzia’s current line-up of in-house brands consisting of Babaton, Wilfred, TNA, Talula, Community and more. The retailer develops its own brands and treats them all as independent labels. Separately, they all fulfil a different niche. Babaton for example, is described as “minimalist classics for the modern professional”, while the Wilfred brand is described as “effortless style for the feminine romantic”.

 
Aritzia’s newest brand The Constant is described as “elegance for movement” and is a technical performance line that embraces today’s popular athleisure craze. Each piece ranges from $18 to $110.
 
Its in store selection also includes an assortment of outside labels they love such as Canadian outerwear brand Mackage, Adidas, 3.1 Philip Lim, Vans, Calvin Klein and more.  

Aritzia was founded in 1984 and has over 75 retail stores. The company also operates brand concept stores with their private labels. Babaton is the latest Aritzia brand to launch its own stores, while in-house brands TNA and Wilfred also operate several freestanding locations 
 
In its last reported quarter ended November 27, 2016, the retailer saw net revenue increase 20 percent to $186.5 million.
 
The company also said that they are on track to open its planned minimum 25 to 30 new locations in North America, and expand or reposition a minimum of 20 to 25 existing stores between fiscal 2017 and to the end of fiscal 2021.