Understance, the solutions-oriented lingerie brand, has continued its rapid expansion with the opening of its fourth retail location in Burnaby, British Columbia. This new store, located at Metropolis at Metrotown, opened in January 2025, following the successful launches of stores in Vancouver, Toronto, and Calgary.
The Burnaby location is part of Understance's ambitious growth strategy, which aims to establish 30 retail locations across Canada and the United States within the next five years. This expansion brings the brand closer to its roots in Metro Vancouver while extending its reach to a broader customer base.
“The opening of our Calgary store is an exciting milestone as we work towards our ambitious goal of establishing 30 retail locations across Canada and the United States over the next five years,” said Jiayi Lyu, Director of Understance. “Understance is thrilled to become part of Calgary’s vibrant retail landscape and we look forward to building meaningful connections with the local community.”
Understance, known for its inclusive approach to lingerie, offers one of the largest size ranges in North America, starting at a 28 band size and extending up to 48, with cup sizes available up to N. This extensive selection, paired with professional fitting services, caters to diverse body types.
The brand's expansion strategy includes:
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Continued focus on in-store experiences with personalized fitting services
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Emphasis on comfort and function in product design
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Ongoing innovation based on customer feedback and fitting room conversations
“Since our launch in 2021, we’ve focused on creating solutions for bra wearers who value comfort and function without compromising on design,” Lyu added. “In-person shopping is a crucial part of our mission because it allows us to provide personalized fitting services.”
As Understance moves forward with its expansion plans, the company prioritizes customer-driven innovation and inclusive design. The brand's growth reflects its solution-oriented lingerie that combines comfort, support, and style for everyday wear.
