Last updated : July 03, 2026 1:49 pm
Developed by Dalziel & Pow, the reimagined identity of RW&CO aims to engage the new generation of fashion-conscious consumers, elevate its status as a fashion authority, and boost its brand presence in Canada.
Founded in 1999 in Montreal and available in over 85 stores across Canada, RW&CO has built its reputation on refined essentials and confident, accessible style for modern routines. Now, the brand marks a new milestone in its retail evolution with the opening of its latest store at CF Toronto's Eaton Centre, featuring a reimagined concept developed in partnership with global strategy and design studio Dalziel & Pow.
Designed around ‘The Lifestyle Collective,’ the space, located in The Eaton Centre, creates a confident, expressive shopping experience that empowers customers to discover, curate and define their own personal style.
The store features an ‘Essentials Wardrobe,’ where signature pieces are showcased through double-height merchandising inspired by traditional haberdashery and an ‘Occasion Destination’ that offers a more tailored experience, with dedicated styling suites and services for formalwear.
Throughout the space, ‘Living Lookbooks’ bring collections to life across mannequins, tables and digital touchpoints, encouraging customers to explore complete looks and discover products across categories.
An open and inviting shopfront is anchored by a central totem wall, creating a strong and recognisable brand presence while providing the flexibility to adapt the concept for future locations.
At the heart of the store, a bold RW&CO blue service hub acts as a key destination within the customer journey. More than a point of transaction, it serves as a place for customers to book personal shopping appointments, seek styling advice and engage more deeply with the brand.
The result is a contemporary retail environment that brings RW&CO.’s evolved brand proposition to life, blending inspiration, service and discovery in an elevated customer experience.
The store design follows Dalziel & Pow’s partnership with RW&CO to transform and redesign its brand positioning and visual identity. The reimagined identity was developed to engage a new generation of fashion-conscious consumers, elevate its status as a fashion authority, and boost its brand presence in Canada.
Oliver Ellis, Creative Director at Dalziel & Pow added, "With this latest store, we've continued our work with RW&CO to translate the brand's renewed positioning into a compelling physical experience. The concept is built around the idea of 'The Lifestyle Collective' creating a destination that feels inspiring and expressive. Every element of the environment has been designed to help customers navigate, discover and curate their own personal style, while elevating the level of service and experience expected from a contemporary fashion brand. The Toronto opening demonstrates how the concept can be flexibly adapted across the portfolio, while maintaining a strong and recognisable RW&CO identity."