COVID-19 may have cancelled our travel plans to London, but not our enthusiasm or ingenuity! To help Canadians increase their export market sales, we're thrilled to launch SHOWROOM CANADA, a new and exciting online showroom.

Call For Entry: NOW OPEN Until Nov 22

Accelerate your B2B wholesale sales transactions digitally on the JOOR platform that's accessed by 200,000 global retailers including Net-a-Porter, Shopbob, Harrods and more!

Online applications are now available to Canadian-based apparel and accessory brands interested in participating in SHOWROOM CANADA. Just in time for London Fashion Week and the fall 2021 season, the showroom is slated to open in early February 2021.

Ce message est pour vous informer que les inscriptions en ligne sont maintenant ouvertes pour participer au SHOWROOM CANADA en vue de la prochaine édition de la London Fashion Week. Pour soumettre votre candidature, veuillez utiliser le lien ci-dessous.


Deadline to apply is November 22nd

Working with the High Commission of Canada in the United Kingdom, Global Affairs Canada, Department of Canadian Heritage and the Canadian Apparel Federation, we're offering Canadian fashion brands an exceptional opportunity to participate in an exciting, new, digital, export market initiative.

NOTE: The federal CanExport SME grant is available to cover costs related to Showroom Canada! Click here for more info.


What's included:

  • Your own branded digital showroom within SHOWROOM CANADA for the duration of the selling season (6 weeks from the launch date which will be around February 15, 2021)
  • 360 degree product photography at a discounted rate (360 photography is mandatory)
  • Webinars about: how to apply for an export grant, getting export-ready, preparing digital assets, pricing and dollar conversions, how to follow-up with retailers through the digital platform and more
  • Ad-buys in fashion business media such as BOF and WWD targeting retailers
  • Inclusion in TFI e-blasts sent to media and retailers
  • Profile on the TFI website with a link to your online showroom within SHOWROOM CANADA
  • UK market consultant to help drive retailers to your showroom



  • Business owner must be a Canadian citizen and have a valid social insurance number or have Permanent Resident Status
  • Must be a Canadian-based, ready-to-wear brand (women's, men's, gender-neutral, children's wear, accessories)
  • Business is registered in Canada and has a CRA-issued BN number
  • Business pays taxes in Canada
  • Have been in business a minimum of 5 years
  • Have a minimum of 3 retail and/or e-commerce wholesale accounts
  • Business is export-ready with prior export market experience
  • You have a professionally-shot lookbook and corresponding price list from your most recent season (these will need to be uploaded with your application)
  • Your fall/winter 2021 collection must be completed by January 5, 2021
  • You agree to attend all mandatory e-meetings/webinars/sessions
  • You agree to remit a mandatory post-event questionnaire
  • You're able to pay your $2,500 CAD participation fee in full by December 7, 2020
  • You're committed and motivated to generate export sales for the fall 2021 season and beyond

APPLY NOW as space is limited

Questions? Contact TFI before November 20th

Please note:

While this opportunity is open to all Canadian-based RTW brands, we are committed to highlighting the diversity of Canada’s fashion industry. We encourage BIPOC, female and LGBTQ2S+ owned fashion labels to apply.

Higher consideration will be given to companies with Canadian-made, fashion-forward products in the contemporary, bridge and designer price points, producing women's, men's, gender-neutral and accessories that appeal to a global marketplace. This includes daywear, eveningwear, athleisure, street, outerwear, sustainable clothing, specialty sizing, handbags, footwear, jewellery and other accessories.

Due to the type of retailers registered with the digital platform and the seasonality of this opportunity, this program is ideal for Canadian companies producing ready-to-wear products and is not suitable to companies that only produce PPE, custom/bespoke and/or products catering to a spring/summer season.


Here's a recap from our London Fashion Week event held on February 14, 2020:


The Toronto Fashion Incubator (TFI), in partnership with the High Commission of Canada in the United Kingdom, the City of Toronto, the Canada-UK Foundation, the Trade Commissioner Service of Global Affairs Canada and other event supporters, presented "A Celebration of Canadian Design" on February 13, 2020 on the eve of London Fashion Week. Held at the prestigious Canada House, Trafalgar Square, the well-attended, invitation-only event drew a notable list of UK and international retailers, sales agents and media including FabUK magazine, Barberini Agency, Crescent Fashion and more.

“We were thrilled to return to the UK with eight talented Canadian brands,” said TFI Executive Director, Susan Langdon. “This was our fifth season showing in London and each time we return, it becomes more and more apparent how important the UK market is. UK retailers and distributors are curious and hugely interested in Canadian design and with our Commonwealth connection and similar pop cultures, the conditions are perfect to create win-win business opportunities for all parties.”

Almost 50 export-ready apparel and accessory designers have participated in "A Celebration of Canadian Design" since the event’s inception in 2018 and many have gained media recognition, secured orders with UK retailers and sealed deals with UK sales agents/distributors.

Video: DGRNFLY Productions


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