Since its inception in 1972, Toronto-based, family-owned retailer Danier has been outfitting ladies and gents in leather and suede goods. The retailer’s initial product focus was outerwear, but in an effort to attract style-conscious consumers, the company boosted its core assortment with more fashion-forward items, adding leather skirts and leggings, motorcycle jackets, handbags, wallets, scarves, and belts to the mix.

To bring Danier’s brand identity—and more than 90 retail locations—in line with the retailer’s stylish wares, the retailer called upon Johnny Demetriadis, owner of the Toronto-based marketing and advertising company ThirstyCo, to examine its creative strategy. What resulted was a creative overhaul, with Demetriadis focusing on new category growth, brand development, and introducing product-design collaborations
with designers and stylists, online marketing and content development, and a refreshed in-store presentation.

With Danier’s elevated brand image and a revamped web site (complete with Voguequality models) in place, the retailer tapped Columbus, Ohio-based design firm Chute Gerdeman to develop a prototype store design to match its fashion-forward image.

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