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STEFF ELEOFF builds Canadian retail presence with Holt Renfrew pop-ups. September 29, 2026 Toronto-based jewellery brand STEFF ELEOFF is expanding its presence in Canadian luxury retail through a partnership with Holt Renfrew, bringing experiential pop-ups to the retailer's Yorkdale and Bloor Street stores this fall. The first activation will run at Holt Renfrew Yorkdale from October 2 to 29, followed by Holt Renfrew Bloor Street from November 12 to December 12. The installations coincide with the launch of STEFF ELEOFF's FW26 Body of Water collection and will feature an edited assortment alongside pieces created exclusively for Holt Renfrew. For founder and designer Steff Eleoff, the partnership brings a largely digital business into a more substantial physical setting in its home market. Despite the company's Canadian roots, Eleoff told Retail Insider that most of its business now comes from outside Canada. "We've grown so much online, but haven't had many opportunities for customers to experience STEFF ELEOFF physically," Eleoff said. "As a Canadian brand with most of our business coming from outside Canada, it felt like the right time to build a stronger presence at home." Holt Renfrew offered an established Canadian luxury platform for that next stage, while the two Toronto stores provide access to different customer bases. Yorkdale and Bloor offer different Toronto markets. Eleoff sees distinct roles for the two locations. Yorkdale provides the scale and traffic of one of Canada's major shopping centres, while Holt Renfrew's Bloor Street flagship places the brand within Toronto's established luxury shopping district. "Yorkdale has incredible scale and energy, while Bloor sits at the heart of luxury and fashion in the city," Eleoff said. Operating at both stores will also allow the company to see how different customers interact with the brand in person, providing information that is more difficult to capture through a predominantly digital business. The Holt Renfrew partnership follows earlier experiments with offline retail and brand experiences. STEFF ELEOFF has previously staged pop-ups during Paris and London Fashion Weeks, and its products have been carried internationally, including at Kith Tokyo. The company has also experimented with experiential concepts in Toronto, including a STEFF ELEOFF Café activation. A preview of what a STEFF ELEOFF store could become. Eleoff describes the Holt Renfrew installations as an interpretation of what a future STEFF ELEOFF store could eventually feel like, although the company has not announced plans for a permanent location. The environment combines metal with natural elements and is intended to create a calmer setting than a conventional multi-brand retail space. "We wanted it to feel almost zen, where you can slow down, experience the jewellery and step into our world for a moment," Eleoff said. That approach reflects how the company develops its collections beyond the individual pieces. Eleoff said imagery, film, art direction and storytelling are used to create a broader visual world around each collection, with the Holt Renfrew installation allowing that work to take physical form. The format also addresses some of the limitations of selling jewellery online. Customers can handle pieces, feel their weight and try different shapes while encountering the product within the environment envisioned by the designer. "Digital will always be a huge part of our business, but physical retail gives customers something online can't," Eleoff said. "I see physical experiences becoming an important part of how we enter and grow in key markets in the brand's future." From Toronto start-up to an international customer base. Eleoff launched her namesake brand in Toronto in 2020. The company grew initially through digital channels, attracting fashion-industry attention and subsequently reaching customers outside Canada. Early exposure included coverage from Vogue France, while international distribution and collaborations broadened the company's audience. Eleoff was also recognized at the Canadian Arts & Fashion Awards in 2024, winning the Emerging Talent, Accessories award. How consumers discover the brand has changed considerably as the business has expanded. Eleoff said customers now arrive through TikTok and Instagram, celebrity exposure, retailers and the company's growing business producing covers for wearable technology. "Our customer wants something they haven't seen everywhere else," she said. "The entry points have multiplied, but what ultimately brings them into the brand is still the design and the product itself." That range of discovery channels has allowed STEFF ELEOFF to develop an audience without relying solely on traditional jewellery retail distribution. Collaborations bring STEFF ELEOFF to new audiences. Projects involving Kylie Cosmetics and Porsche have also introduced the company to consumers outside conventional jewellery channels. The Porsche collaboration extended STEFF ELEOFF's design language into a much larger format. For Porsche SCOPES Toronto, the company translated the aesthetic of its Sedona ring into an installation and art car, providing an earlier example of Eleoff taking a design developed for jewellery and applying it to a physical environment. "Porsche allowed us to explore our design language through a much larger-scale installation, while Kylie Cosmetics brought the brand into a different cultural and beauty space," Eleoff said. Those projects served both creative and customer-acquisition purposes for the company, putting the brand in front of audiences that may not otherwise have encountered its jewellery. Wearable technology develops into a significant business. One of STEFF ELEOFF's more unusual growth categories sits at the intersection of jewellery and wearable technology. The company designs sculptural jewellery covers that fit over smart rings, changing the appearance of a functional wearable device. The concept gives consumers a way to incorporate increasingly common wearable technology into a more traditional jewellery wardrobe. What began as another product category has become an important source of business and customer discovery. "Tech ring covers have become a significant part of our business and introduced an entirely new audience to STEFF ELEOFF," Eleoff said. She views the products as an extension of the company's jewellery rather than a separate technology business. The same sculptural design approach is applied to the covers, while the category has introduced customers searching for wearable accessories to STEFF ELEOFF's broader assortment. Exclusive product for Holt Renfrew. The Holt Renfrew pop-ups will not simply reproduce the assortment available through STEFF ELEOFF's website. The company has developed pieces specifically for the retailer alongside an edit of its broader collection. "We wanted customers to have a reason to experience STEFF ELEOFF at Holt Renfrew rather than simply recreating our website in a store," Eleoff said. The exclusives include colour and design variations connected with what Eleoff describes as the company's 2026 "gem hunt journey," with those pieces available only through Holt Renfrew. The approach gives Holt Renfrew differentiated product while allowing STEFF ELEOFF to present a curated version of the brand to customers encountering it through the retailer. International markets remain a focus. While the Holt Renfrew partnership strengthens STEFF ELEOFF's presence in Canada, international markets remain central to its growth plans. "We want to continue bringing STEFF ELEOFF into the markets where our customers already are," Eleoff said. "International markets are a big focus for us, as we want to give people the brand experience." The company has not identified specific markets for future physical locations or announced plans for a permanent standalone store. Eleoff's comments point to a strategy in which in-person experiences could increasingly accompany digital growth as the company enters or develops key markets. The Holt Renfrew installations provide an early look at how a more permanent STEFF ELEOFF environment might eventually take shape. "At the heart of it all, I want every physical expansion to feel intentional and distinctly STEFF ELEOFF." Located in Toronto, Craig is the Publisher & CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, former lawyer and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees. September 29, 2026 September 28, 2026 September 25, 2026 Subscribe. * indicates required

Mercedes-Benz Canada and Holt Renfrew create immersive luxury experiences with the debut of Mercedes-Benz Studio Toronto. Jun 26, 2026, 07:52 ET * Starting June 26, 2026, Mercedes-Benz Studio Toronto will bring together Mercedes-Benz vehicles, curated fashion, premium products, and immersive design - all within Holt Renfrew's Bloor Street flagship store. * Mercedes-Benz Studio Toronto will progress through three creative refreshes in 2026, inviting visitors to discover new expressions of excellence in design, performance, fashion, and curated retail. * Rooted in a shared belief that luxury is defined by feeling, discovery, and the journey, the collaboration unites two iconic brands in a new and unexpected way. TORONTO, June 25, 2026 /CNW/ - Mercedes-Benz Canada and Holt Renfrew have announced the launch of Mercedes-Benz Studio Toronto, a new luxury experience opening on June 26, 2026, at Holt Renfrew's flagship Bloor Street store in Toronto. Opening as part of the global Mercedes-Benz Studios initiative, the Toronto space brings the iconic automotive brand's new "Welcome home" narrative directly into the city, offering customers an immersive and continuously evolving way to experience Mercedes-Benz. This year, Mercedes-Benz Studios are the cornerstone of Mercedes-Benz's 140 Years of Innovation celebrations. Located in exclusive settings at the heart of more than 10 leading cities across four continents, these studios combine immersive experiences with integrated retail and customer engagement. While each location follows a consistent global blueprint, every studio is uniquely tailored to its home city - and Mercedes-Benz Studio Toronto is no exception. It offers consumers a new way to experience automotive excellence, design, fashion, and curated retail by bringing together Mercedes-Benz vehicles and exclusive products in a premium environment, united by the idea that journeys and discovery are sources of inspiration and fulfillment. "Mercedes-Benz Studio Toronto brings our brand directly into Yorkville, the city's most prestigious neighbourhood," said Alex Matthews, Vice President, Digital, PR, and Marketing, Mercedes-Benz Canada. "Through our partnership with Holt Renfrew, we've created an inviting, design-led space where customers can experience Mercedes-Benz beyond the vehicle. From the track-bred performance of AMG and the opulence of the S-Class, to the innovation of the Electric GLC and the craftsmanship and individuality of MANUFAKTUR, Mercedes-Benz Studio Toronto reflects how our brand continues to evolve while staying connected to our audiences and making them feel welcome." Three Creative Evolutions Throughout 2026 Designed as an evolving experience, the Mercedes-Benz Studio Toronto will progress through three creative variations throughout 2026, delivering captivating worlds of sport, timeless creativity, and radiant holiday celebrations. Each variation will introduce updated fashion retail offerings, paired with new automotive curations, giving visitors compelling reasons to return throughout the year and reinforcing Mercedes-Benz Studio Toronto as a dynamic destination within Holt Renfrew. Exclusive Experiences and Product Releases To elevate the sense of discovery, each creative variation will introduce exclusive experiences - including limited quantity drops of co-branded pieces from Canadian and global luxury and fashion brands. These exclusive releases encourage visitors to return, offering fresh, rare collections that celebrate the spirit of innovation and style. Each fashion residence within Mercedes-Benz Studio Toronto blends unique design, classic luxury, and performance-inspired details - connecting the vehicles to premium products, lifestyle, and fashion. MANUFAKTUR Atelier: Personalization on display Across all three creative evolutions, Mercedes-Benz Studio Toronto will feature signature elements that create familiarity with every visit and encourage continued discovery. For example, the MANUFAKTUR Atelier showcases the brand's craftsmanship and personalization options - the best of Mercedes-Benz's 140 years of innovation. The workshop-inspired setting will bring the experience to life, allowing guests to explore personalized merchandise at a live customization station. Built on a Shared Philosophy At the heart of the collaboration is a shared belief that luxury is no longer defined solely by product or destination, but by aspiration, discovery, and the feelings of satisfaction found along the journey. For 140 years, Mercedes-Benz has engineered experiences where every detail matters. For 188 years, Holt Renfrew has curated moments of discovery and self-expression. Together, the two brands are bringing that shared philosophy to life at Mercedes-Benz Studio Toronto. "At Holts, we curate the best of the world's brands and experiences in our stores for our customers," said Jerry Wu, Senior Vice President, Marketing, Holt Renfrew. "We are very proud to be Canada's leading fashion and lifestyle retailer. By partnering with Mercedes-Benz, we are excited to welcome a unique, global experience to our Bloor Street flagship." Wu said further, "The Mercedes-Benz Studio Toronto will transform throughout it's time at Bloor Street, featuring innovation and partnerships along the way. We look forward to welcoming customers visiting throughout the journey." Mercedes-Benz Anniversary Year "140 Years of Innovation" Since Carl Benz filed the patent for the first automobile 140 years ago and Gottlieb Daimler built his motorized carriage shortly afterwards, Mercedes-Benz has dedicated itself to constantly innovate and to create the world's most desirable cars for customers. This ambition has driven every innovation - from the world's first automobile in 1886 to today's intelligent and safe electric vehicles, like the all-new GLC and the award-winning all-new CLA. With the new S-Class, the company continues the biggest product launch program in its history. With its passion for performance and pioneering power, excellence and an unwavering commitment to customer service, the brand has consistently shaped the future of mobility. The result goes well beyond engineering achievement - it creates the unmistakable feeling that leads through everything Mercedes-Benz does: Welcome home. Mercedes-Benz is celebrating 140 years of innovation by driving three new S-Class sedans on a trans-continental journey to 140 locations worldwide. Each place highlights the brand's technology, heritage, pioneering spirit and worldwide presence. Along the way customers, fans and colleagues will get to join in the celebrations - on an epic adventure that will run until October 2026. About Mercedes-Benz Canada Mercedes-Benz Canada Inc. is responsible for the distribution, marketing and customer service of Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, and all-electric vehicles from Mercedes-Benz, as well as Mercedes-Benz Vans. Headquartered in Mississauga, Ontario, Mercedes-Benz Canada employs approximately 250 people across Canada. Through a nationwide network of 57 authorized dealerships, Mercedes-Benz Canada sold 37,382 vehicles in 2025. Further information from Mercedes-Benz Canada is available at media.mercedes-benz.ca About Holt Renfrew Holt Renfrew is considered Canada's top fashion and lifestyle retailer. Founded in Quebec City in 1837, Holt Renfrew is renowned for unparalleled retail experiences and is Canada's hub for the world's best fashion and beauty brands. Recognized as a leader in personal service and experiences, the company's mission is to empower self-expression and ignite positive change along with overarching commitments to sustainability and diversity and inclusion. With six stores across Canada, including three in the Greater Toronto Area, plus Montreal, Calgary, and Vancouver, customers can also experience Holt Renfrew's offerings via holtrenfrew.com. Holt Renfrew was acquired by the Weston family in 1986 and continues to be privately and Canadian-owned. Visit us at www.holtrenfrew.com. SOURCE Mercedes-Benz Canada Inc. Contact Mercedes-Benz: Ryan Lee, [email protected]; Michael Margiotta, [email protected]