[Hamilton/ancaster Store. Photo: Structube via BICOM]

By Craig Patterson

Montreal-based, affordably-priced contemporary/modern home furnishings/ accessory retailer Structube is expanding its ‘megastore’ concept nationwide after seeing success with its first location in suburban Montreal last fall. Structube has opened a second large-format store in suburban Hamilton, Ontario, and more are in the works, according to Matthew Fischel, Director of Product Development and Sourcing at Structube.

The new Hamilton store spans 18,000 square feet and is located at the Meadowlands Power Centre at 14 Martindale Crescent in Ancaster. The suburban complex houses several other big-box stores. In the fall of 2017, Structube unveiled a 50,000 square foot megastore in suburban Montreal, which is considerably larger than the retailer’s typical 3,000 to 10,000 square foot locations.

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The overwhelming success of the suburban Montreal megastore has prompted Structube to launch a national expansion for the large-format concept, which is better able to feature Structube’s entire product offering on display. The stores include a large customer pick-up area, self-serve kiosks and digital signage. "The new store concept will epitomize our recent pivot to low, low prices by creating a new, large and inviting store experience for modern, contemporary furniture at the lowest possible prices,” said Tony Trew, Structube’s Marketing Director, in a previous interview.

The success of the Montreal megastore will hopefully be replicated in suburban Quebec City, where Structube plans to open another large format store, which Mr. Fischelexplained will be larger than the Hamilton location. “The response has been overwhelming,” he said, noting how consumers have been very receptive to the expansive selection in the larger store. New large-format stores may be in the 20,000 to 30,000 square foot range, he noted, depending on location and opportunity.

Hamilton Structube Mega-Store

Montreal Structube Mega-Store

Mr. Fischelnoted that the large format Structube stores will likely open in suburban locations, while urban Structube locations will typically be smaller. Urban stores are more likely to carry products geared towards those living in higher-density areas and therefore don’t carry some of the larger furniture items to be carried in suburban locations.

Structube currently has 62 stores in Canada and it is growing its network of stores rapidly. So far in 2018, the retailer has opened five stores and it plans to open at least six more before the end of the year. The company’s network of stores spans coast-to-coast from British Columbia to the Maritimes, with a mix of downtown and suburban stores depending on the market.

Family-owned Structube was founded in 1974. The company originally specialized in tubular retail clothing racks, hence its name 'Structube', being derived from an abbreviation of the French term "structures tubulaires". Its first home furnishings store location opened in Montreal in 1980, expanding into multiple Quebec locations before entering the Ontario market, followed by Alberta, Manitoba and Nova Scotia. Structube's contemporary style furniture ranges from rustic wood and mid-century to sleek lacquer and glass, with both pre-assembled and easy-to-assemble products. The company caters to young professionals, condominium dwellers and even small businesses.

Craig Patterson, now based in Toronto, is the founder and Editor-in-Chief Retail Insider. He's also a retail and real estate consultant, retail tour guide and public speaker.

Follow him on Twitter @RetailInsider_, LinkedIn at Craig Patterson, or email him at: craig@retail-insider.com.

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