Laval residents will soon have a new destination for men’s apparel. Manmade, a brand known for its comfortable underwear and expanding menswear line, is opening its first brick-and-mortar store at Carrefour Laval shopping mall in Chomedey this May. The move marks a significant step for the company, which has operated exclusively online for nearly five years.
The decision to open a physical location wasn’t taken lightly, according to a statement from the brand shared on social media. “We’ve put a lot of thought into this next step. We’re moving forward in slight steps, always. Thank you for the support!” Manmade wrote. The new store will be located near entrance two of Carrefour Laval, between kitchenware retailer Le Creuset and outdoor adventure company Arc’teryx.
As Manmade prepares to welcome customers in person, the company is actively hiring for positions at the Laval location. Interested applicants can find more information about available roles on the company’s website. This expansion comes after a period of growth and a broadening of the brand’s offerings beyond its initial focus on underwear.
“Everyone told us not to open a retail store and to focus on online sales,” one of Manmade’s founders shared on the brand’s Facebook page. “They also told us not to start a men’s underwear company, that the business wouldn’t survive a year. Four years later, we’re not just an underwear company: we’re a menswear brand! So yes, we like to bet on ourselves.” This sentiment reflects a willingness to challenge conventional wisdom and a confidence in the brand’s ability to connect with customers.
Beyond the upcoming store opening, Manmade has several other projects in development. The company plans to launch two new products in March, featuring new cuts and previously unseen colors. Seasonal favorites, including shorts, will also be returning soon and the team is working to finalize a polo shirt design for the spring season.
A Shift in Retail Strategy
Manmade’s decision to open a physical store comes at a time when many brands are re-evaluating their retail strategies. While e-commerce has experienced significant growth in recent years, many consumers still value the experience of shopping in person. The store at Carrefour Laval will provide customers with the opportunity to try on products, receive personalized styling advice, and connect with the brand in a more tangible way.
Expanding Beyond Underwear
The brand’s evolution from a specialized underwear company to a broader menswear brand demonstrates its adaptability and responsiveness to customer demand. Manmade has successfully expanded its product line to include a range of apparel items, catering to a wider audience. This expansion has been driven by a commitment to quality, comfort, and style, and a willingness to take risks.
Navigating a Changing Media Landscape
The announcement of the new store opening comes amidst a broader discussion about the changing media landscape in Quebec. As reported by Courrier Laval, Meta (Facebook and Instagram) is blocking news content from the publication, along with Google, in response to Canada’s Bill C-18. To continue accessing local news, Courrier Laval is encouraging readers to download its app or subscribe to its weekly newsletter.
The situation highlights the challenges facing news organizations in the digital age and the importance of supporting local journalism. Readers can download the Courrier Laval app for Apple devices here and for Android devices here.
Manmade’s commitment to growth and innovation, coupled with its focus on customer satisfaction, positions the brand for continued success. The opening of the Carrefour Laval store represents an exciting new chapter for the company, and a welcome addition to the local retail landscape.
The company has not yet announced a specific opening date for the store beyond “May,” but will likely share more details on its website and social media channels in the coming weeks. Customers can stay updated on the latest news and product launches by following Manmade on social media and subscribing to the company’s newsletter.
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