RENAISSANCE OF THE SMALL MALL
NEW RETAILERS AND A NEW WING
Last fall, Hillcrest opened its new South Wing, officially welcoming much anticipated retailers Sporting Life (40,000 sq. ft.) and H&M (21,000 sq. ft). On October 20, Hillcrest marked the occasion with a ribbon cutting ceremony and special in-store promotions for customers to enjoy. Aritzia (6,600 sq. ft) and Pandora (1,000 sq. ft.) joined the mall expansion later, opening their doors in November 2016.
Referring to it as a ‘newly polished gem’, Oxford Properties Group is successfully rolling out its plan for Hillcrest, attracting and securing coveted lifestyle brands and making it a shopping destination. In 2015, Hillcrest celebrated the expansion of Hudson’s Bay, which increased from 39,000 sq. ft. to 119,000 sq. ft. and boasts a beautiful new façade.
Hillcrest is part of a small-mall-renaissance, where shoppers can enjoy a great experience in an easy-to navigate, boutique-sized centre with ample parking and special attention to guest services. Creating an elevated experience is at the forefront of the shopping centre’s retail re-focus strategy. In 2015, Hillcrest launched Santa’s Holiday Haven, offering a family-friendly space for parents to check their coats, have purchases gift wrapped, enjoy retail pop-ups and visit with Santa. During the Rio 2016 Olympics Games, Hillcrest hosted an Olympic Lounge in their Center Court, giving customers the opportunity to sit and cheer on Canadian athletes, including a visit from Olympic ice dancer and medalist Paul Poirier. This holiday season, Hillcrest is took it to the next level with ZaZaZoo, an interactive children’s element and Toyota experiential pop-up. These unique offerings will continue as Hillcrest grows and expands its lifestyle retail collection.
“We designed our renovation and retail plans around the needs and desires of our shoppers.” says Brian Marentette, General Manager, Hillcrest. “The ‘renaissance of the small mall’ means that Hillcrest offers the big brands shoppers want, in a comfortable local environment. We’ve completely re-set our anchor stores to offer top-tier lifestyle brands, with the service they have come to know from Hillcrest.”
TAKING IT TO THE STREETS: THE HILLCREST MOBILE COLLECTION
To celebrate its recent renovation and new collection of retailers, Hillcrest hit the streets in an exciting way: a unique experiential pop-up truck! The installation featured seasonal fashion trends selected by key retailers.
For four days, the pop-up truck cruised around Richmond Hill, and visitors had the chance to win one of the five outfits (valued from $500 – $1,000) by filling out an on-site ballot. Each day, the first 50 people to visit the truck received Hillcrest swag! Through a ‘Snap, Share and Win’ contest, eight Richmond Hill residents received a surprise visit from Hillcrest, with a gift box valued at $250.
The expansion and new retail at Hillcrest Mall were featured in Toronto Star, Toronto Storeys and Rogers Daytime TV.
Matte PR is the Public Relations Agency of Record for Hillcrest Mall.