*2660 Yonge Street in Toronto. Photo: Tom Sandler*

Italian concept store That’s Italy has opened a second location, and it’s looking to continue growing its operations. The relatively new retailer is seeing success by offering unique, hard-to-find brands in an upbeat Italian-themed retail environment.

The company’s first store opened in March of 2013 at 3590 Rutherford Road (unit 12) in Woodbridge, Ontario, spanning an impressive 14,000 square feet. Looking to reach the Toronto consumer, That’s Italy recently opened a 6,600 square foot, two-level store at 2660 Yonge Street, in an affluent midtown location across from Sporting Life’s flagship.

*Click above for interactive Google Map*

*Looking inward from the store's Yonge Street entrance. Photo: Tom Sandler*

*Ground floor looking towards the main entrance. Photo: Tom Sandler*

*Ground floor bar area and cash desks, as well as a video screen playing Italian fashion television. Photo: Tom Sandler*

The new Toronto store features Italian-made fashions for women, men and children. Some of its brands are well known, such as Moschino, Cesare Paciotti, Blumarine and Trussardi. Others are less known but are luxurious and in some instances, cannot be found elsewhere in Canada. That’s Italy features three lines from Moschino, including Moschino Couture, Love Moschino and Moschino Boutique – with some pieces unavailable elsewhere in Toronto, where Moschino also wholesales at Saks Fifth Avenue and Hudson’s Bay.

The Toronto store also features Italian fragrances, candles, and even coffee. Italian fragrance collection Teatro Fragranze Uniche is exclusive to That’s Italy in Canada, and the retailer will soon be launching a new custom ‘That’s Italy’ scent. It also has its own brand of coffee available in the store, and will soon include a liquor license so that guests may enjoy a drink at the bar on the store’s ground-level.

Upstairs via elevator, That’s Italy has created Canada’s only Impero Couture boutique, which features formalwear for men, gowns for women, dress clothes for boys and girls, and an impressive collection of bridal gowns, complete with spacious dressing rooms and a ‘twirling station’. The Impero Couture brand was founded by Luigi Auletta in the year 2000, using The Bold and the Beautiful’s Katherine Kelly Lang as one of its spokespersons.

*Second floor bridal salon. Photo: Tom Sandler*

*Women's Impero Couture display. Photo: Tom Sandler*

*Men's Impero Couture formalwear. Photo: Tom Sandler*

The concept store looks to “bring the best of Italy to Canada”, according to Manager and Purchasing Officer Manual Grasso. He explained how the store sets out to offer high quality, hard to find Italian fashions to Canadians, in an upbeat, friendly environment. Colours are often bold and designs fashion-forward, differentiating it from many retailers who in many instances, buy “safe” designs. That’s Italy shoppers are embracing colour, he said, and that their loyal following also appreciates the uniqueness of design, as well as hard-to-find pieces that are unlikely to be worn by others at the same event, for example. In-store coffee and video screens showing Italian fashion television create an environment unique in Toronto.

Moving forward, Mr. Grasso said that the company is looking to possibly open a third store in the Greater Toronto Area, though nothing is confirmed as far as location. That’s Italy has also set its sights on Miami, Florida, as it examines the possibility of expanding operations into the United States.

Canadian Retail News From Around The Web: July 26, 2016