Monos opens second retail store as it plots US expansion

Dive Brief:

• Canadian travel and premium luggage brand Monos, which opened its first brick-and-mortar store last year in Vancouver, British Columbia, this weekend opened its second location in Toronto.
• The 1,837-square-foot store, located on Ossington Avenue in Toronto’s Little Portugal neighborhood, carries the brand’s full collection of products, including luggage, clothing and accessories, according to a company press release.
• The company plans to bring its retail footprint to the U.S. with eight stores in 2025. Confirmed stores so far include Boston, Chicago and New York City, with the latter two slated to open in Q1, according to a company spokesperson.

Dive Insight:

About a year after opening its first brick-and-mortar store, DTC luggage brand Monos is plotting greater expansion.

“We are excited to weave ourselves into the dynamic tapestry of the Little Portugal community through our Ossington store,” Victor Tam, co-founder and CEO of Monos, said in a statement. “With our roots firmly planted in Canada, we are thrilled to share that this is just the beginning.” 

In an interview with Retail Dive last year after the Vancouver store opening, Tam shared thoughts on how best to build a legacy brand. “I think what’s tried and true in brands is brick and mortar,” Tam said. “That’s something that will stand the test of time.”

Founded in 2018, Monos in the past has been listed as one of the fastest-growing apparel and accessories websites, according to a report last year from Similarweb. Monos’ website traffic grew over 180% in 2022, per the report.

The luggage industry saw demand plummet during 2020 and 2021 when travel came to a standstill during the height of the pandemic.

A number of brands, including Monos, faced severe revenue headwinds during the pandemic as travel essentially stalled out. While luggage was suddenly not a priority for consumers, Monos was able to temporarily pivot and introduced a sterilizer product that used ultraviolet C light to sanitize surfaces. It helped stabilize the business until travel started to pick up again.

Away, another DTC darling operating squarely in the luggage space, faced headwinds during the pandemic as well. The brand saw its sales plummet by 90% just after the pandemic shut down most travel in 2020. The company has seen numerous executive changes and has enacted several rounds of layoffs, including one round last year that affected the brand’s chief commercial officer.