Birks Group Inc. has completed the acquisition of European Boutique’s luxury watch and jewellery operations for C$9 million, marking a strategic expansion within Canada’s high-end retail sector. As part of the transaction, Birks has also secured a licensing agreement to operate the Canadian brand Diamonds Direct.
Headquartered in Toronto, European Boutique operates four multi-brand outlets and three mono-brand boutiques featuring Omega, Breitling, and Montblanc in prominent malls throughout the Greater Toronto Area. The company also runs a national online retail platform, European.ca.
Jean-Christophe Bédos, President and CEO of Birks Group, noted that the acquisition strengthens their current brand lineup. “We are thrilled to bring European into the Birks portfolio. With their prestigious locations and premium brand offerings, these stores are a strong fit for our luxury positioning,” he said.
The Sutkiewicz family, who founded European Boutique, shared their sentiments: “After nearly five decades of serving our dedicated customers, we’re proud to pass our family-run business to Birks Group—a trusted Canadian name that upholds the same values of excellence and customer care that we have championed.”