Holt Renfrew.
Holt Renfrew is Canada’s premier luxury department store, curating global fashion, beauty, and lifestyle brands through experience-led retail environments nationwide.
Role:
Scope:
Tenure:
Evolving two core categories at a moment of cultural shift.
In the final six years of leadership, the opportunity was to redefine Beauty and Menswear within a rapidly changing luxury landscape - where customer expectations, category boundaries, and definitions of luxury were shifting in real time.
The work required balancing modernity with heritage, trend with longevity, and innovation with commercial discipline across Holt Renfrew’s most visible flagship environments.
Modernizing experience while preserving authority.
The approach focused on reimagining both categories through the lens of customer expectation, use, and long-term relevance.
In Beauty, this meant renovating and elevating flagship departments at Montreal Ogilvy and Toronto Bloor - creating more immersive, navigable, and experience-led environments that supported discovery, education, and service at scale.
In Menswear, the work centred on redefining the category strategy - rebalancing advanced sportswear and streetwear with a renewed emphasis on tailored, systematic dressing. The result was a more complete and intentional wardrobe offering that reflected how modern men actually live, work, and dress.
Clearer category identities with renewed customer relevance.
Both categories emerged with stronger points of view and clearer roles within the business - Beauty as an elevated, experience-driven destination, and Menswear as a more balanced and enduring wardrobe proposition.
The changes strengthened customer engagement, reinforced Holt Renfrew’s authority in both categories, and created a foundation that could evolve with culture while remaining commercially grounded.
WWD
WWD
Montreal Gazette
Additional selected work.
