Birks Group Inc. has officially acquired the watch and jewellery operations of Toronto-based European Boutique for C$9 million, marking a significant step in its growth within Canada’s luxury retail market. As part of the transaction, Birks will also gain the rights to operate the Canadian brand Diamonds Direct under a new licensing agreement.
European Boutique operates seven retail locations in the Greater Toronto Area — including four multi-brand stores and three dedicated boutiques for Omega, Breitling, and Montblanc — along with a national online storefront at European.ca.
Jean-Christophe Bédos, President and CEO of Birks Group, described the acquisition as a strategic addition to Birks’ brand ecosystem. “We’re thrilled to welcome European into the Birks family. Their locations in premier shopping centres and their portfolio of luxury brands align perfectly with our vision for the Canadian market,” he said.
The Sutkiewicz family, who founded and operated European for nearly five decades, shared their thoughts on the transition: “It has been a privilege to serve our clients for almost 50 years. We are confident Birks Group, a respected Canadian name known for excellence and customer care, will carry our legacy forward with integrity.”
This move strengthens Birks Group’s position as a leading player in high-end jewellery and timepieces across Canada, while adding prime retail real estate and digital assets to its portfolio.
Disclaimer: This information has been collected through secondary research and TJM Media Pvt Ltd. is not responsible for any errors in the same.
