Maison Birks Montreal flagship store reopens with new concept following extensive renovations

MONTREAL, June 12, 2018 /CNW Telbec/ - Birks Group is pleased to announce that its new Maison Birks flagship on Square Phillips in downtown Montreal is now open for business following extensive renovations. Boasting 7,700 square feet and reflecting the Company's latest concept, the store now features boutiques by leading international fine jewellery brands Chaumet, Messika and Van Cleef & Arpels in addition to Birks Collections. Leading luxury timepiece boutiques Rolex, Cartier, Jaeger-LeCoultre, Breitling and Tag Heuer are now also found within the renovated store.

The new Maison Birks store concept offers a fresh take on the house's legacy and redefines the jewellery shopping experience. Located on the ground floor of the much anticipated Hôtel Birks, the new design enhances original architectural details from the store built in 1894, offering contemporary touches including a lighter colour palette, modern fixtures, increased natural light and an airier layout that allows for casual browsing.

"With the opening of our new flagship store in downtown Montreal we have set what is now the highest standard for luxury jewellery and timepiece shopping in the country, says Jean-Christophe Bédos, President and CEO, Birks Group. We are welcoming back within our doors some of the world's leading brands in our category and are now able to offer an unparalleled selection to our customers, both local and visiting," he added.

"Our Birks Collections of Fine Jewellery, Gifts and Engagement Rings are featured prominently in our new flagship space, says Eva Hartling, Vice President, Brand Management and Chief Marketing Officer.  With new displays that allow customers to browse at their own pace, we now offer a comfortable and casual shopping concept that is line with our target clientele of women self-purchasers as well as fine jewellery connoisseurs and international timepiece aficionados," she concludes.

The new Birks Bridal Bar sets the stage for a new and improved experience where shopping for diamond engagement rings or wedding bands is comfortable and enjoyable, tailored to the preferences of today's clients. The Birks Concierge Service will allow our in-house experts to assist customers in the creation of bespoke jewellery, or to source any of the exquisite, one-of-a-kind jewels they have been dreaming of. The Birks Lounge offers a chic, relaxing area where books and heritage Birks pieces frame a Nespresso coffee station, perfect for spending a calm afternoon of browsing beautiful jewellery and timepieces.

The Maison Birks Montreal flagship is located at 620, Sainte-Catherine Street West in Montreal. Montreal-based architectural firm Aedifica assisted Birks in the redesign of the space.

About Birks Group Inc.
The Birks story began four centuries ago in Sheffield, England. The brand truly came to life in 1879 when Henry Birks opened a jewellery boutique in the heart of Montreal, Canada. What began as one man's dream became an iconic Canadian brand that is now distributed internationally. Birks collections are inspired by Canadian nature and the brand's rich heritage, offering creative styles with a modern flair. The Company operates 28 Maison Birks stores across Canada that carry some of the world's leading jewellery and timepiece brands as well as a Brinkhaus location in Calgary, Alberta and a Graff & Patek Philippe boutique in Vancouver, British Columbia. Visit www.birks.com for more information.

SOURCE Birks Group Inc.