Posted February 17, 2019 09:33:37 Sims Gallery will soon have its own store, with its own full-time store, as part of a new expansion of its downtown Vancouver store, the company announced on Tuesday.
The company will now offer Sims’ exclusive “Proud of Your Stuff” line of dolls in both the store and online, said Robyn Taylor, co-founder and chief marketing officer at Sims.
The new location is the latest expansion of Sims gallery in Vancouver, and marks a new chapter for the retail giant, which has long struggled to stay in its hometown of Vancouver.
The store opened in February 2019 and has become a hub for a burgeoning online and physical community for Sims fans, who have gathered there to sell their wares in the hopes of buying a Sim, or to show off their work.
The gallery has already expanded to a second location in the downtown core, with a new floor opening in November 2019.
It opened in a similar building in January 2021.
Sims has been the most prominent Canadian retailer for decades, and has long been the largest online retailer of games and other toys in Canada.
Its stock has soared in recent years, thanks to its strong partnerships with major publishers, including EA, Activision and Ubisoft.
Its latest acquisitions include Disney Infinity 3.0, and a partnership with Amazon.com that saw Sims sell $4 billion worth of items for the retailer.
Taylor said the expansion will allow Sims to continue to grow its footprint in the city and create more of a presence for its online stores, which are still a big part of the online shopping experience for consumers.
“Sims Gallery is very much a brand,” she said.
“We really wanted to build a store in the heart of downtown, and now we can do that.”
The new Sims store will be the second one to open in Vancouver this year.
The company has opened a store at the current site of the city’s new downtown mall, and plans to expand the location in 2019, she said, although the exact location and the retail store name have not been announced.
The Vancouver mall is a major development for Simms, which also operates stores in Vancouver’s east, west and north sides, and also at the new Canadian Tire building at West Hastings and Broadway.
The mall will be home to Sims’s new “Hands on with the Sims 4” show, which will be hosted by EA CEO Andrew Wilson.
Simming is not a big priority for the store, Taylor said, adding that Sims has always focused on the interactive gaming experience and that there’s no immediate plans to bring in a full-service toy store or a full service retail outlet.
Simms Gallery, founded in 1989, is one of Canada’s oldest and largest online retailers, with stores in Toronto, Montreal, Edmonton, Winnipeg, Saskatoon and Edmonton.