The revitalized Montreal Eaton Centre is the perfect new home for French chocolatier Jeff de Bruges

November 14, 2019

Think Retail is thrilled to announce the official opening of French chocolatier and ice cream house Jeff de Bruges in it’s new permanent location at the reinvented Montreal Eaton Centre, in the heart of the city.    
The popular retail concept debuted in Canada in 2014 at Place Montreal Trust and quickly evolved into a sweet destination for those who love its unique offering of exquisite Belgian chocolates, ice cream and other decadent treats.    
A year ago—in light of Montreal’s $6.3 billion REM public transit project—Jeff de Bruges relocated its flagship from Montreal Trust to the Montreal Eaton Centre, which is now wrapping up an unprecedented $200 million redevelopment project. Landlord Ivanhoé Cambridge has created a truly remarkable shopping experience that features updated store concepts throughout. The shopping centre is modern and light-filled, with a soothing palette of gray and white, with wood accents.   
 Jeff de Bruges has moved from its temporary pop-up space to a new 750-sq.-ft. store, strategically located on the main level, right at the escalators that lead up to the highly-anticipated Time Out Market, which spans 40,000 sq. ft. and includes 16 restaurants, as well as three bespoke bars. Jeff de Bruges is well positioned to offer dessert and more to visitors of this innovative concept.    
To celebrate is new location, Jeff de Bruges’ founder Philippe Jambon will be in Montreal November 21st to host an exclusive invitation-only, in-store tasting event. Visitors will experience firsthand the delights of this marquee brand—the store embodies its signature industrial chic vibe, with a modern turquoise and brown palette that’s echoed in all packaging.    
Jambon launched the concept in Europe in 1986 and the company now operates more than 500 stores across France, as well as close to 40 international locations. Chocolates are imported from Belgium and ice cream is locally sourced—in Quebec, it’s Bilboque.    
It’s an exciting time for the concept here in Canada. Earlier this year, the company opened a 175-sq.-ft. kiosk at Carrefour Industrielle Alliance, 210,000-sq.-ft. historical building in the heart of Montreal’s pedestrian network.    
Next up, Jeff de Bruges is looking to expand in regional and super-regional malls, as well as airports and train stations, across Quebec. It has two strong formats—the preference is to focus on kiosks of about 175 sq. ft., however inline stores of 600 to 900 sq. ft. are also of interest.    
For more about this delightful brand and its plans for expansion in Canada, visit the Jeff de Bruges website, or contact the Think Retail team.