Aritzia, a Canadian fashion retailer founded by Brian Hill in 1984, has become a popular destination for on-trend and affordable clothing. The company prides itself on offering "everyday luxury," this unique category appeals to a wide range of consumers who desire luxury without breaking the bank.
Aritzia's success can be attributed to its fifteen in-house brands that design and manufacture all their own products, representing 95% of the company's sales. This vertical integration allows Aritzia to adapt to changing trends without sacrificing quality. Moreover, the brand understands the synergies between brick-and-mortar stores and eCommerce, setting it apart from other popular fashion retailers like Shein and ASOS, which only sell online.
View this post on Instagram
Aritzia's focus on providing exceptional customer service also plays a significant role in its popularity. The company offers high-touch services, including personal shoppers, and invests in creating beautiful, spacious store environments. Mark Petrie, an analyst at CIBC World Markets, praises Aritzia's stores, stating, “The stores are beautiful, and the service is excellent.”
The brand's strategic use of influencers and celebrity endorsements has also contributed to its widespread appeal. Aritzia has been worn by celebrities like JLo, Meghan Markle and Kendall Jenner, generating organic impressions and driving demand for its products. Additionally, the brand effectively leverages influencer marketing to boost awareness, particularly in the United States.
View this post on Instagram
The brand also focuses on sustainability and offers ready-to-ship options for customers looking for quick and convenient shopping experiences. Aritzia is committed to responsible sourcing and sustainability, partnering with non-profit organizations and industry experts to ensure ethical labor practices and environmentally friendly production methods. The company also prioritizes education on proper garment care to extend the life of their products.
They prioritize the use of recycled or regenerative input materials wherever possible, from main fabrics to fill and trims. As a member of Textile Exchange since 2019, Aritzia completes the Corporate Fibre and Materials Benchmark annually, showcasing their dedication to sustainable practices. In response to the COVID-19 pandemic, Aritzia has partnered closely with their finished goods suppliers to monitor the impact on their businesses and employees. They adhere to national health and safety protocols while ensuring labor standards are maintained.
View this post on Instagram
Aritzia's approach to circularity encompasses three distinct stages of a product's lifecycle: design, use, and end of life. They focus on creating durable and timeless products, educating customers on proper care to extend the product's life, and partnering with organizations like the ILO-IFC Better Work Programme to promote labor rights and decent working conditions.
Some of Aritzia's sustainability initiatives include responsible cashmere sourcing through The Good Cashmere Standard®, protecting endangered forests by sourcing viscose and related wood-based materials from Forest Stewardship Council (FSC) certified fabrics, and supporting research to reduce microfiber pollution in oceans.
Aritzia's seamless integration of online and offline shopping experiences has also played a crucial role in its success. The brand recognizes the synergies between brick-and-mortar stores and eCommerce, using its physical stores as powerful marketing vehicles that attract customers who may later shop online. Aritzia's online sales have grown at an average annual rate of 36% between 2016 and 2020, now accounting for 50% of the company's sales.
The list of Aritzia's private label brands includes:
1. Wilfred
View this post on Instagram
Known for its unique textiles, hand-done prints, and feminine silhouettes, Wilfred offers pieces that can be considered as art, open to individual interpretation. This brand focuses on unique textiles, hand-done prints, and feminine silhouettes, catering to the creative muse.
One of the most famous items from Wilfred is the Melina pant. These high-rise, straight-leg pants feature five-pocket styling and a universally flattering fit. Made with Aritzia's innovative Vegan Leather, the Melina pant has become a perennial favorite among shoppers.
In addition to the Melina pant, Aritzia's best-selling items include classic blazers and a variety of lifestyle apparel suitable for both work and casual wear.
2. Babaton
View this post on Instagram
A sophisticated brand that focuses on clean lines, modern tailoring, and luxurious fabrics. Known for its minimalist and precise tailoring, Babaton offers ideal workwear options for the modern woman. Babaton is a popular in-house brand of Aritzia, a Canadian women's fashion brand founded by Brian Hill in 1984.
One of Babaton's well-known items is the Society Sweater, priced at $128.00. This price point reflects Aritzia's commitment to offering stylish and high-quality products without venturing into the realm of exorbitant luxury prices.
Meghan Markle, for instance, has been spotted wearing the Babaton Amos Dress Belt twice, showcasing the brand's appeal to high-profile individuals. With popular items like the Society Sweater and the Amos Dress Belt, Babaton has become a go-to brand for those seeking everyday luxury in their wardrobe.
3. Tna
View this post on Instagram
A casual and sporty brand that offers comfortable and functional clothing for everyday wear. One of the key factors contributing to their success is the perfect blend of style, comfort, and quality that these hoodies offer. Made with Tna’s Cozy Fleece, a premium midweight fleece known for its soft-brushed back, sueded face, and cloud-nine cozy feel, TNA hoodies provide an unparalleled level of comfort and warmth.
4. Wilfred Free
View this post on Instagram
A sub-brand of Wilfred, Wilfred Free offers more relaxed and laid-back styles with a focus on comfort and ease. Wilfred Free offers a unique range of products, including t-shirts, sweaters, and pants, catering to the diverse fashion needs of its customers. The brand's focus on using high-quality materials, such as TENCEL™ Lyocell, which is responsibly sourced and environmentally friendly, adds to its appeal among eco-conscious consumers.
5. Sunday Best
View this post on Instagram
A brand that combines vintage-inspired designs with modern trends, creating a unique and eclectic mix of styles. The Sunday Best collection offers a wide range of relaxed and comfortable clothing items, perfect for special occasions or laid-back weekends. The Sunday Best line has an extensive offering of easy-to-wear silk camis and slip dresses that can be effortlessly matched with other adorable pieces from the collection.
The collection also includes Sunday jeans, which are characterized by their laid-back feel, medium waist, dropped crotch, comfort fit, tapered legs, and slightly wider thighs. One popular item from the Sunday Best collection include the Brooks Dress, a V-neck, racerback mini dress made from high-quality materials and showcases the brand's commitment to style and comfort.
6. Le Fou by Wilfred
View this post on Instagram
A more experimental and avant-garde sub-brand of Wilfred, Le Fou Wilfred pushes the boundaries of fashion with its bold and innovative designs. Le Fou by Wilfred's collection features dresses, tops, skirts, and pants that are perfect for roaming free and expressing one's personal style. The brand's offerings are crafted from high-quality materials, such as fabric sourced from Japan, ensuring both comfort and durability.
With a focus on relaxed fits and long lengths, Le Fou by Wilfred's designs are ideal for those who appreciate an easy-going yet fashionable look. One of the popular items from this brand is the Swing Dress, which boasts adjustable straps that tie at the back of the neck, gathered skirt tiers, and an invisible zipper at the side waist. The dress is lined and made from 100% polyester for both the shell and lining. It is machine washable, making it a practical choice for those who value convenience in their wardrobe.
7. Denim Forum
View this post on Instagram
Aritzia's Denim Forum collection features various styles, fits, and washes to cater to different preferences and body types. Some popular items in the collection include high-waisted jeans, skinny jeans, straight-leg jeans, and wide-leg jeans. These jeans are designed with sustainability in mind, ensuring that they not only look amazing but also contribute positively to the environment.
8. Little Moon
View this post on Instagram
Little Moon, , a whimsical and romantic brand that features delicate fabrics, intricate details, and feminine silhouettes. As an exclusive in-house brand, launched in May 2017, Little Moon was designed to cater to the expressive woman, offering a bold and eclectic collection that stood out from Aritzia's other in-house brands such as Babaton, Wilfred, TNA, and Talula.
Drawing inspiration from 1980s Paris nightlife, the inaugural collection featured bright satin blouses, bomber jackets, sheer lace bodysuits, and vintage-inspired knits, making it more colorful and distinctive compared to the other offerings. Moreover, Aritzia's reputation for offering "mid-priced luxury fashion" and high-quality staples at reasonable prices played a significant role in Little Moon's success.
The brand's products, such as the Verbenna Dress and the Verso Camisole, received positive reviews and ratings, further solidifying its appeal to consumers seeking both style and quality.
9. The Group by Babaton
View this post on Instagram
A sub-brand of Babaton, The Group by Babaton focuses on delivering timeless style, quality materials, and good design while keeping the wellbeing of people and the planet in mind. The brand uses certified recycled materials, responsibly sourced down, wood-based fabrics from sustainably managed forests, and cashmere that meets the Responsible Cashmere Standard. This dedication to sustainable practices ensures that customers can enjoy luxurious products without compromising their values.
One of the popular items from The Group by Babaton is their collection of sweaters and sweatshirts. These pieces are designed with a focus on fit and an of-the-moment point of view, making them perfect for those who appreciate both comfort and style.
10. 1-01 Babaton
View this post on Instagram
Another sub-brand of Babaton, featuring limited-edition collections and elevated designs, which is part of the larger Babaton collection. Babaton is characterized by its minimalist approach, making it ideal for workwear with precise tailoring. The brand's focus on minimalism and precise tailoring has made it a go-to choice for those seeking chic work-appropriate pieces that can easily transition from day to night.
11. Talula
View this post on Instagram
Pretty little things not everyone sees, knit with classic lace, soft jersey and other delicacies. One of the reasons Talula became so popular is because it offers on-trend items that are of higher quality than those found at fast-fashion retailers like Shein. However, Aritzia's clothes, including those from the Talula line, are not so expensive that mainstream consumers cannot afford to shop there.
In September 2017, Aritzia reintroduced new and old in-house brands for Fall, including a collaboration between Agolde and Talula, called Agolde x Talula. This line featured dark, vintage-inspired washes and was exclusively available at Aritzia.
12. Ten by Babaton
View this post on Instagram
Another sub-brand of Babaton, featuring sleek essentials for evening situations. One popular item from Ten by Babaton is the Premiere Dress, this elegant dress has garnered positive reviews from customers who find it true to size and well-fitted. Another notable item from Ten by Babaton is the Pressure Dress, which has a rating of 4 stars based on 9 reviews. Although currently out of stock, this stylish dress is priced at $39.99 and has been well-received by customers.
13. Super World (Super Puff)
View this post on Instagram
Super World by Aritzia is a unique and innovative collection of winter wear, featuring the popular Super Puff jackets. These jackets have gained widespread recognition for their stylish design, sustainable construction, and relatively affordable pricing compared to other winter jackets from outdoor brands. The Super Puff jackets cater to people of all genders and come in a wide range of styles, colors, and finishes.
Aritzia, a Canada-based brand, has expertise in creating warm winter apparel suitable for harsh weather conditions. The Super Puff jackets are engineered to deliver warmth up to -30°C / -22°F, thanks to their 100% responsibly sourced, 700+ fill-power goose down insulation. This lightweight insulation ensures that the jackets provide maximum warmth without compromising on style or comfort.
In addition to the Super Puff jackets, Aritzia's Super World collection also includes Super Fleece items, which can be found at their Super World LA store in Los Angeles. This store, located on Melrose, features a surreal environment with an inflatable wall, a giant Yeti, and other unique elements. Aritzia has also launched Super World™ Pop Up stores, designed in collaboration with Willo Perron. These boutiques showcase Super World™-exclusive serpentine inflatables and custom furniture, offering a clean, minimalist aesthetic.
Celebrities have taken notice of Super Puff by Aritzia, particularly its best-selling Super Puff jacket. Stars such as Kendall Jenner, Bella Hadid, and Hailey Bieber have been spotted wearing this popular coat during the winter season.
14. TnAction
View this post on Instagram
TnAction by Aritzia is a line of high-quality activewear designed for women who seek both style and functionality in their workout clothing. The brand focuses on creating next-level fits using extremely technical fabrics, ensuring that their activewear not only looks great but also provides the necessary support and comfort during workouts.
One of the popular items in the TnAction collection is the TnaLIFE™ Atmosphere Hi-Rise Legging. Priced at $68, these leggings are made with versatile high-stretch, sweat-wicking fabric that is soft enough to lounge in but supportive enough for low to medium-impact activities. The high-rise design features flattering seam lines, a drawcord waist, side tech pockets, and Aritzia's signature wide waistband for a smooth silhouette.
Another popular item is the TnaGLOSS™ Atmosphere Hi-Rise Legging, designed for low to medium-impact activities. These leggings are made with a contouring, body-hugging fabric that has a luxe sheen and sleek feel. The high-rise design features no side seams, high-visibility Spiro, and Aritzia's signature wide waistband for a smooth silhouette.
Aritzia's TNA butter leggings have gained a reputation for being non-see-through, making them a favorite among customers. The TNA atmosphere pant, in particular, is praised for its opacity and comfort. Additionally, Aritzia leggings are known to be sweat-proof, making them suitable for various types of workouts. The brand also offers a range of workout tops, tees, and sports bras made from comfortable stretch fabric designed to fully support you during your workouts.
15. Auxiliary
View this post on Instagram
Auxiliary by Aritzia is a popular brand that offers a wide range of women's bags and accessories, catering to the diverse tastes and preferences of their clientele. With a target demographic primarily consisting of females aged 18-24, Auxiliary focuses on providing everyday luxury through their exclusive collections.
One of the popular items from Auxiliary is the Tech Cashmere Gloves, which was priced at $19-$38. The brand also offers various other products, such as bags and accessories.
Final Thoughts
Aritzia carries a variety of in-house brands, including Wilfred, Wilfred Free, Le Fou by Wilfred, TNA, Babaton, The Group by Babaton, 1-01 Babaton, Sunday Best, Main Character, Community, and Super Puff. Each brand caters to different styles and preferences, with Babaton focusing on minimalism and precise tailoring. These in-house brands allow Aritzia to provide a diverse range of fashionable options for customers seeking trendy, high-quality clothing at a mid-level price point.
In addition to these private label brands, Aritzia also carries a selection of third-party apparel and accessories to complement its in-house offerings. With its commitment to quality, adaptability to changing trends, and understanding of the retail landscape, Aritzia continues to be a favorite among fashion enthusiasts.
