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Canada’s Maison Birks Debuts ‘Hard Luxury’ Web Site

TORONTO — No brand lasts for 140 years without having its eye firmly planted on the future. Now Maison Birks, the retailer of luxury jewelry and timepieces since 1879, is putting the future on its radar once more as it expands its e-commerce capabilities and unveils what it claims is Canada’s largest and most comprehensive online luxury store. Launched this month, according to Birks Group president and chief executive officer Jean-Christophe Bédos, the company’s new and expanded “Hard Luxury” web site showcases the luxury brands now featured in Maison Birks’ 29 stores across Canada — some of which can only be found in the country through the Montreal-based retailer. “We have a multibrand position in our stores. But our old web site was exclusively dedicated to Birks’ products,” Bédos told WWD. “That is why we decided to take charge, put ourselves in the shoes of today’s consumer and launch this new multibrand platform. Our goal is to be an omnichannel retailer. But this is also about fighting for access for the Canadian consumer.” Priced from under $150 to $58,000 Canadian, the 2,400 pieces available for purchase at Maisonbirks.com include jewelry brands Chaumet and Messika, which are exclusive to the retailer in Canada. The selection also

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