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Indigo to renovate and rebrand six locations

One of the Chapters to be renovated and rebranded  (photo courtesy of the West Edmonton Mall)

One of the Chapters to be overhauled and rebranded
(photo courtesy of the West Edmonton Mall)

Just days after Indigo Books and Music CEO Heather Reisman announced plans for new locations in Vancouver and Toronto and intent to expand into the U.S. with a new store model, it’s been revealed that six Chapters/Indigo locations will be renovated and rebranded by the fall.

This follows the shuttering of eight locations in the past two years; most recently, Vancouver’s Robson Street store in January.

Chapters stores at Toronto’s Yorkdale Shopping Centre and Eaton Centre, Vancouver’s Granville Street, Calgary’s Dalhousie Drive and Chinook Centre, and Edmonton’s West Edmonton Mall will be rebranded as Indigo stores, and will receive stock of thousands of additional book titles. The latter two will also undergo additions of 5,500 square feet.

Four locations – Toronto Eaton Centre, Granville Street, Chinook Centre, and West Edmonton Mall – will also be renovated to feature 1,400-square-foot plus American Girl shops, for a total of six, including pre-existing boutiques in the Yorkdale mall and Ottawa Rideau Centre Indigo stores.

Mattel, which manufactures the high-price-point American Girl dolls and memorabilia, chose Indigo as its first Canadian retailer a year ago. In line with Reisman’s aim to develop the chain into a “cultural department store,” as she told Bloomberg Business, retail space at each of the above locations will also be converted to sell soft goods and lifestyle products such as home decor, toys, and gifts.