Case Studies


To engineer a national leasing strategy for Fossil’s Canadian market entry, rejuvenate brand awareness and facilitate further expansion.

The Fossil brand had not evolved with the rest of the luxury retail landscape, largely due to the previous operating licensee. Essentially, with only two outdated shops in operation, top-shelf Canadian lessors carried a poor perception. And with only two stores, overall awareness was at an all time low.

  • We developed and implemented the entire Fossil Canadian market-entry campaign.
  • Extensive market tours to Canadian super-regional centres in British Columbia, Alberta, Ontario, and Quebec.
  • Secured national presentations in order to re-acquaint key landlord targets with the Fossil brand; this included Cadillac Fairview, Ivanhoe Cambridge, Oxford Properties and Triple Five.
  • Traveled with prospective landlords to tour Fossil's head office in Richardson Texas in order to meet senior level decision makers.
  • Arranged numerous face-to-face meetings with key leasing directors of target sites.
  • Managed and negotiated every aspect of Fossil’s lease negotiations.


Our entry plan was adopted, successfully allowing Fossil to enter the Canadian retail market with gusto. The plan is still being implemented by their real estate marketers to update target lists, maintain awareness, and open new stores. The mandate was met and Fossil Canada now has store locations in the nation’s top performing malls:
  • Square One (Ontario)
  • West Edmonton Mall (Alberta)         
  • Oakridge Centre (British Columbia)
  • Toronto Eaton Centre (Ontario)
  • Metroplis at Metrotown (British Columbia)
  • Southgate Centre (Alberta)
  • South Centre (Alberta)
  • Place Montreal Trust (Quebec)
  • Sherway Gardens (Ontario)
  • Yorkdale (Ontario)
  • Cross Iron Mills (Alberta)