Fashion brand Danier is re-launching store locations under new ownership and new strategy, dropping ‘Leather’ from its name and focusing on a variety of men’s and women’s fashion categories. The previous Danier Leather brand sought creditor protection in February of this year and closed its previous store locations, prior to being bought over the summer.

According to Danier’s Managing Director, Olga Koel, the brand will initially focus its expansion in Ontario with several new locations. Stores will be different than those of the previous brand, being lighter and more modern, reflecting an air of accessible luxury. Danier dropped ‘Leather’ from its name in order to carry a wider variety of products, which include apparel such as wool jackets and sweaters for both men and women. Prices are being kept reasonable to serve a wider market segment, with high-quality women’s silk blouses being priced at $150, for example, while pure merino wool sweaters cost $177. A variety of outerwear (both in wool and leather) is available, as are collections of footwear, bags and accessories. Ms. Koel described Danier’s new fashions as being fashion forward and high quality, serving a wide demographic with its competitive pricing.

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The new Danier has already begun opening stores. Danier’s first new location opened last week in the expansion wing of Ivanhoe Cambridge’s overhauled Oshawa Centre. A second location has just opened at Mapleview Shopping Centre in Burlington, and a third location will open on October 13 at Upper Canada Mall in Newmarket.

New Danier stores will ideally be in the 1,500 to 2,000 square foot range and be located within enclosed shopping centres, according to Ms. Koel. She praised brokerage Northwest Atlantic and David George, who is representing the new Danier with its Canadian expansion plans.

*Photos supplied by Danier are of the new Oshawa Centre store.