*Pajar store at Toronto Premium Outlets. Photo: Pajar*

By Craig Patterson

Popular Montreal-based fashion brand Pajar, known particularly for its boots and outerwear, has opened its second permanent storefront at the Toronto Premium Outlets, west of Toronto. The company is growing its wholesale distribution while expanding its direct-to-consumer operations, which will include at least three more Canadian stores as well as franchised stores in Japan and China next year.

The Toronto Premium Outlets Pajar storefront features white walls and shelving, showcasing the Pajar fashion collection, which includes a range of warm and waterproof performance boots, outerwear, apparel, and accessories. Pajar’s ’DNA’ is expressed in the boutique design, according to Michel Golbert, VP of Pajar and grandson of the company’s founder. Included are racks with whimsical wooden features meant to reference skis, lighting fixtures made of faux antlers and a faux-mounted white moose head.

An upside-down toboggan acts as a display table, and a sleigh at the front of the store references Canadian winters. Wall hangings reflect Pajar’s Canadian heritage — the history of the company is referenced in the stores with images of the founding Golbert family in the 1920’s-40’s selling shoes in Paris where they lived prior to moving to Canada. To this day, Pajar remains an international business with distribution in more than 40 countries, and the company produces nearly a million pairs of boots annually.

Pajar’s first Canadian flagship storefront opened at the Premium Outlets Montreal in Mirabel in the fall of 2018. Around the same time, the company tested out a pop-up space at Toronto’s Yorkdale Shopping Centre, which closed several months ago. The store openings are part of an effort to build brand awareness amid impressive growth. “Pajar Canada continues to see tremendous brand growth in 2019 through our trusted retail partners in North American as well as with our distributors in European, and Asian markets,” said Greg Nicoghosian, Global Brand Director for Pajar brands.

“Our stores provide a firsthand experience, with our dedicated and knowledgeable staff, in discovering the comfort and performance of Pajar Canada, offering products Canadians have proudly enjoyed for generations in our winter-driven climate”. Mr. Nicoghosian explained that more corporately owned Pajar stores are expected for Canada, including a second Toronto location as well as “premium retail stores” in Montreal and Quebec City. A location in New York City could also open in the fall of 2020, though a location hasn’t yet been secured.

Real estate company JLL represents Pajar in Canada under the direction of David Bishop, who negotiated the Toronto Premium Outlets lease on behalf of the retailer.

Globally, Pajar is expanding retail operations using a franchise model. In Tokyo Japan, a Pajar retail store will open prior to the Summer 2020 Olympics in the city. In China, franchised Pajar stores will open in Shanghai, Beijing, and Harbin.

Pajar is expanding into direct-to-consumer retail stores in an effort to further gain brand awareness while showcasing Pajar’s expansive line of products which are also wholesaled in retailers nationally. The family-owned company is known particularly for its high-quality footwear and outerwear. Pajar was founded in Montreal in 1963 by Paul Golbert and as the story has it, Mr. Golbert found the inspiration for the company’s name by using the first letters of his name, his son’s name and his wife’s name, (PAul, JAcques, and Rachel), respectively.

Pajar has expansive distribution in upscale retailers across the country such as Harry Rosen, Holt Renfrew, Nordstrom, and Browns Shoes, and the new stores should expand Pajar’s brand awareness in order to gain market share across all sales channels.

*Michel golbert at the Pajar store at Toronto Premium Outlets. Photo: Pajar*

The company’s history includes ample innovation. That includes the popular Zig-Zag’ boot which is an ‘apres-ski’ item featuring a centre-zip and sheepskin lining. That invention helped Pajar become the official provider for the Canadian Alpine Ski Team in 1989.

The ‘Pajar Canada Heritage Premium Collection’ is manufactured in the same factory that Paul Golbert opened in Montreal’s ‘Plateau’ area when he first became a producer of Canadian footwear in 1973. Boots are lined with 100% genuine sheepskin and are guaranteed to keep feet warm in temperatures as low as -40°C, according to the company.

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The Pajar Sport collection includes urban performance and casual street wear that is manufactured in Pajar’s global facilities in Italy, Portugal, and Asia. The collection combines seam-sealed premium waterproof leather and textile uppers comfort rated to -30 C. The Oslo Apres Ski Collection, handcrafted in Italy, features genuine fur uppers including Fox, Rabbit, and Goat fur along with the hydro-repellent leathers, and seam-sealed construction.

Other Pajar collections include outerwear such as foldable rain boots, a wide variety of winter coats for men and women, socks, belts, bags, and hiking boots.

We’ll report back as Pajar opens more Canadian stores, as well as franchised locations in Japan and China next year.

Often in Toronto, Craig Patterson is a retail analyst and consultant at the Retail Council of Canada. He's also a Director at the University of Alberta School of Retailing in Edmonton. He has studied the Canadian retail landscape for the past 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees. He is also President & CEO of Vancouver-based Retail Insider Media Ltd. Email Craig: craig@retail-insider.com

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