Showroom Canada
This online, digital platform allows retailers, buying offices and sales agents to discover award-winning, innovative Canadian fashion brands focused on diversity, sustainability and quality.
SHOWROOM CANADA 2023
Canada’s official B2B showroom connects 17 Canadian designers with leading global retailers
Toronto Fashion Incubator (TFI), a non-profit organization and the world’s first fashion incubator, officially opens its wholesale platform Showroom Canada for the fall/winter 2023 buying season. Hosted on JOOR, the world’s leading digital wholesale platform, the B2B online event features dedicated showrooms for each of the 17 Canadian brands selected to take part until March 31, 2023, The impressive roster of Canadian-based ready-to-wear apparel, jewellery and accessory brands will be presenting their collections to retailers, buying offices and sales agencies from around the world.
The Showroom Canada initiative was created by TFI executive director Susan Langdon, in collaboration with the Canadian Apparel Federation and supported by a contribution from Global Affairs Canada, to help Canadian designers increase their wholesale sales. More than 200,000 global retailers are registered on JOOR including Dover Street Market, Harrods, and Harvey Nichols.
“We’re thrilled to be showcasing a carefully curated selection of new brands for Showroom Canada 2023. These Canadian labels were chosen due to their export-market preparedness and desire to accelerate their wholesale business. We’re particularly excited about giving a platform to 2SLGBTQ, BIPOC, and women-owned or led labels,” says Susan Langdon, executive director of TFI. “Showroom Canada allows these brands to innovatively display their work with customizable showrooms, plus 360 displays and digital line sheets.”
The 17 Canadian designers selected to take part in this year’s Showroom Canada range from ready-to-wear apparel to accessories and fine jewellery. Global retailers and buyers will have access to virtual showrooms by apparel designers Adam X Atelier, Amanda Maria, AYRTIGHT, Cape de Coeur, Claudette Floyd, Gully Klassics, Helene Clarkson, Nadya Toto, Poplin & Co., Rock ‘N Karma, shelli oh and Woodpecker, as well as accessory and fine jewellery brands Espe, Beblue Bijoux, Hania Kuzbari Jewelry, NVR NUDE and Sanaz Doost.
This curation of Canadian brands is highly sought-after by popular global figures. Notable celebrity stylings include Angelina Jolie and Drew Barrymore in Nadya Toto, Justin and Hailey Bieber in Woodpecker, Jessica Chastain in Cape de Coeur, Drake and Cardi B in Gully Klassics, and Alli Chung in Hania Kuzbari.
First launched in February 2021, Showroom Canada is Canada’s first digital showroom. Last year’s initiative generated almost $1 million (CAD) in wholesale sales within six weeks, was visited by 1,146 retailers from 28 countries and generated more than 1.4-million gross media impressions from publications including WWD, The Industry, Business of Fashion, Millionair Magazine, Drapers and more.
View our coverage in WWD here and Retail Insider here.
To explore Showroom Canada 2023, visit joorpassport.com.
About Toronto Fashion Incubator
Toronto Fashion Incubator (TFI) is the world’s first fashion incubator. It is an award-winning, non-profit organization helping emerging fashion entrepreneurs become successful by understanding the business of fashion. TFI proudly offers programs and services to help equity-deserving entrepreneurs grow their business, with a community including 83% women-led businesses, 22% BIPOC (Black, Indigenous and People of Colour) and 15% 2SLGBTQ. With support from the City of Toronto, TFI has been instrumental in the creation of over 18,000 industry jobs in Toronto and across Canada.
About Canadian Apparel Federation
The Canadian Apparel Federation (CAF) is the national industry association for the apparel supply chain in Canada. CAF is the advocate for the industry in various policy areas, supporting efforts to manage domestic regulations impacting the industry, expand exports to new markets, and develop training and professional development to benefit the industry. CAF members include firms from small suppliers to national brands and vertically integrated retailers.
About JOOR
JOOR is the world’s leading wholesale management platform, with nearly $20 billion in wholesale transactions processed annually. More than 13,900 brands and 580,000 buyers across 150 countries connect on the platform. Headquartered in New York City, JOOR provides a digital ecosystem that combines dynamic virtual showrooms with collaborative tools, which centralizes the trade show experience across multiple global fashion events.
Interested in being part of the NEXT Showroom Canada event?
CLICK HERE to view the SHOWROOM CANADA x JOOR presentation that was shared during our webinar on October 18, 2023. The presentation provides an overview of all of the benefits of being in SHOWROOM CANADA and about features available on JOOR.
CLICK HERE to view the SHOWROOM CANADA x JOOR webinar that was held on October 18, 2023. If you have any questions about the application, fees, deadline dates etc., please contact TFI. If you have any technical questions related to JOOR, please contact JOOR. Use the passcode ShowroomCanada@2023 to view the video.
CLICK HERE for a list of FAQs and answers. We will update this list of FAQs as more questions arise.
Meet our 17 SHOWROOM CANADA brands
Adam X Atelier
Launched in 2014, Adam X Atelier is a womenswear label fusing inspiration from the East and West, with a theatrical edge. Combining soft tailoring and draping, this brand is both eclectic and elegant.
Amanda Maria
Founded in 2014, Amanda Maria is focused on comfort, style and quality. With a day-to-night focus, the womenswear brand’s styles can be dressed up or down. Amanda Maria’s small-batch production and lasting quality empowers slow fashion.
AYRTIGHT
British Columbia brand AYRTIGHT is made for dynamic women. This accessible luxury label celebrates women by offering them modern, unapologetic fashion, freeing them to leverage their considerable knowledge, passion and skill to run the world.
Beblue Bijoux
Beblue Bijoux is an affordable luxury jewellery brand, handcrafted in Canada. Designer Ambre Cadoux has built a solid reputation for her brand, creating happiness one jewel at a time.
Cape de Coeur
Cape de Coeur is a luxury outerwear label launched in September 2021. The brainchild of Vancouver-based designer Bettina Mueller Reichl, the brand was founded to bridge the gap in the luxury market between beauty and function.
Claudette Floyd
Best known for its eveningwear and cocktail dresses, Claudette Floyd is a womenswear brand creating timeless pieces with a modern twist. The Montreal brand fuses minimalist silhouettes with eye-catching fabrics like tulle and brocade.
Espe
Espe is all about fun, function and not harming animals. It creates timeless cruelty-free bags and wallets with no age boundaries. Espe pieces are designed to keep women organized and stylish every day.
Gully Klassics
Gully Klassics’ outerwear pieces appeal to all genders, with a focus on functionality and style. The brand experiments with fabrics to produce design-forward streetwear items such as jackets, knitted sweaters, T-shirts and accessories.
Hania Kuzbari
Founded in 2014, Hania Kuzbari Jewelry is a fine jewellery brand designed in Toronto and expertly handcrafted in the brand’s Jordan atelier. Each item is a stand-alone piece of wearable art made with ethically-sourced gemstones and salvaged precious metals.
Helene Clarkson
Stylish, smart, versatile clothing for women on the go, Helene Clarkson provides limitless options with reversible clothing created specifically for the sophisticated traveller and the carry-on suitcase.
Nadya Toto
Launched in 1989, Nadya Toto creates ready-to-wear clothing to celebrate femininity while combining comfort and refinement. The brand’s signature styles have been featured in Vogue Italia and on celebrities such as Angelina Jolie and Drew Barrymore.
NVR NUDE
The designer behind NVR NUDE, Kelsey Merkeley, is inspired by the exquisiteness in life’s simple pleasures. Her fine jewellery pieces invite flirtatiousness through a sense of whimsy and craftsmanship, showcasing a reverence for design and materials.
Poplin & Co.
Poplin & Co. is a Canadian, female-owned brand creating responsibly made menswear apparel with 100% cotton. The label designs with creatives in mind, helping people be happier, increase their confidence and expand their friendships through clothes.
Rock 'N Karma
Rock ‘N Karma is a ready-to-wear brand designed in Toronto by creative sister duo Naomi and Devorah Shapiro. The brand empowers female fashion lovers through the creation of edgy styles inspired by a rock ’n’ roll take on city glamour.
Sanaz Doost
Sanaz Doost is a timeless yet contemporary jewellery brand founded in Toronto. Creating meaningful, bold and eye-catching wearable-art for extraordinary people, Sanaz Doost pairs form and function into beautiful pieces that are meant to last forever.
shelli oh
shelli oh is an Indonesian-Canadian high-end luxury label creating womenswear and menswear collections to inspire joy. The brand incorporates touches of whimsy to entice the senses and evoke enchantment.
Woodpecker
Woodpecker is a high-end outerwear brand updating time-honoured Canadian parkas with an ethical, cruelty-free, vegan twist. Woodpecker believes diversity is what makes the world such a magical place.
Showroom Canada Gratefully Acknowledges its Supporters
