The phrase “shop local” will take on new meaning this month at Londonderry Mall. As the final phase of a $130 million renovation project, eight stores run by local entrepreneurs will open at Londonderry.
“We had some space to be a little bit creative,” says Nancy Jarnevic, the mall’s retail manager. “With the rise of online shopping, there is always a drive for us to bring in something a little bit different.”
That meant identifying and reaching out to independent Alberta-based fashion businesses to talk about opening stores in Londonderry. Eight leading local fashion businesses agreed.
Londonderry’s new shops are a study in contrasts. Some, like Moltisanti, offer premium men’s fashion choices with European inspiration. Others, like Continental Fine Shoes, aim to mix famous brands with great value. Kelly Wollf, the brainchild of local retailer-turned-designer Kelly Campbell, has two other locations in Edmonton. Adesso Accessories is opening its first physical retail location after launching as an online-only business in 2016.
But the new shops do share some important characteristics. All are run by Albertans, and all offer unique fashion experiences. Jarnevic is confident that they will find strong support.
“People here take real pride in supporting local businesses and that Edmonton identity—that we’re entrepreneurs and leaders,” she says.
Londonderry’s redevelopment has also attracted investment from some more widely-known fashion brands. Simons, the famous department store chain, will open its second Edmonton location at Londonderry in August.
“I don’t think anyone shops one way,” says Jarnevic. “We all like to experience different styles.
“We want our customers to shop the big brands they know and love, but also have one-of-a-kind experiences unique to an independent store.”
The mall’s owners are hoping that this mix of local and legendary will complete the mall’s revitalization. When it opened in 1972, Londonderry was the biggest mall in Canada west of Toronto. It dominated the local retail market for years, but over the decades competitors like West Edmonton Mall and Southgate caught up and then surpassed it. By the turn of the millennium, Londonderry was saddled with a retrograde building and a reputation to match.
The four-year renovation project has updated everything in the mall from the entrances to the escalators. Natural light pours in through large, modern windows. Higher ceilings and wider hallways create a sense of space sophistication. All the artificial light, inside and out, comes from energy-efficient LED fixtures. Combined, the changes have lifted Londonderry out of the late 1990s and placed it on the cutting edge of modern mall design.
“Anyone who walks into Londonderry who knew it as it once was will be surprised,” says Jarnevic. “It feels like a completely new mall.”
This story was created by Content Works, Postmedia’s commercial content division, on behalf of Londonderry Mall.
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