Tim Hortons has unveiled a new outfit store at the Toronto Eaton Centre, an extension of its much-loved coffee shops that have graced Canadian towns and cities. Canada’s iconic coffee-and-donut shop is selling everything, including apparel, accessories, and at-home coffee products, similar to its online retail selection.
The store officially opened this November at the Eaton Centre, and Tim Hortons expects its brick-and-mortar store to serve as an extension of its online merchandise store.
“We see it as an extension of the brand. We’ve sold drinkware and ornaments at the restaurants; it’s something that has existed for some time, but we are investing in it as a bigger part of the brand,” says Hope Bagozzi, Tim Horton’s chief marketing officer.
It’s noteworthy to mention that Tim Hortons first launched its online merchandise store in 2023. Initially, the store sold not just clothing and mugs, but also pet toys, Halloween accessories and plush collectibles. The physical shop will not only serve as an extension of the online shop, but also give customers a chance to explore new products in person.
Is This a Smart Move?
Many people go by the saying that you need to specialize or all else fail. Indeed, many might wonder why a coffee shop would want to sell merchandise. It’s noteworthy to mention that if there wasn’t a growing need, Tim Hortons wouldn’t have made such a move.
For starters, the market is ripe for investment. In the wake of the Hudson Bay closure, many people are looking to purchase products from mom-and-pop shops and brand-name stores. Moreover, Tim Hortons is an iconic Canadian brand that has built a robust reputation in Canada by opening coffee shops in other parts of the world.
David Soberman, a marketing professor at the Rotman School of Management, said in an article quoted by the Toronto Star that Tim Horton’s decision to open a store is a smart move. One of the main reasons is that many people are now seeking products associated with Canada, such as Tim Hortons, especially in the wake of rising threats of annexation by the U.S.
“We’re in a time now in our country where people are feeling threatened by the U.S., and there’s a big movement to buy Canadian,” Soberman says. “Tim Hortons is very popular, many go at least once a week, and now you have a store from an already popular retailer,” Soberman says. Even though the merchandise might not be made in Canada, much of it carries the beloved Tim Hortons logo.
“Merchandise is more than the physical product; branded merchandise has meaning for people,” Soberman says. In the case of Tim Hortons customers might not only like the coffee, but might also want to try purchasing products that embody the Canadian spirit.
“It also has strong association to Canada, hockey and even curling. You put on a Tim Hortons sweatshirt in the morning, and it makes you feel good, but you are also making a statement about liking the coffee and the brand because it’s Canadian,” Soberman adds.
If you would like to explore the new Tim Hortons pop-up merchandise store, you can do so now. The store is located on Level 1 of the CF Toronto Eaton Centre. It will operate through the holidays and carries a wide selection of much-loved Tim Hortons products, along with a limited-edition holiday collection featuring sweaters, festival pyjamas, and other giftable items.
David Messiha | Staff Writer
