Quebec fashion retailer Simons sets up shop in GTA

Popular Quebec clothing store Simons is officially open for business at Square One, making its debut in an already crowded market.

Thetwo-storey, 110,000-square-footMississaugastoreis Simons's first locationin Ontario.

• Simons to open 5 new stores across Canada

• Saks, Nordstrom seek to compete in 'crowded' Canadian luxury market

Simonsstarted out as a smallshopselling drygoodsin 1840 and gradually grew into one of Quebec's most successful fashion retailers.

The brand has been branching outacross the country in recent years,openingstores in West Vancouver, Edmonton,Gatineauand Montreal.

"It's never been about being big for us," saidCEOPeter Simons."It's about building important stores that we feel are architecturally important and interesting to go to."

Simons's GTA debut comes at a time when the fashion-retail market is teeming with competitors, withseveral high-end American retailers, such asNordstromandSaksFifth Avenue, setting up shop in the area.The Quebec retailer hopes its Canadian roots will help set it apart.

"It's a risky business to be in if you don't know what you're doing," saidJohn Williams, senior retail advisor and partner ofJ.C. Williams Group. "This is different fromSaks. By the way, I think it's far superior toSaks, so it's showing Canadians what Canadians can really do."

MississaugaMayor BonnieCrombieattended the storeopening. The Square One location will create more than 200 local jobs.

"Simons shares the same values as the people ofMississaugado, just hardworking people,"Crombiesaid. "They believe in buying local and buying Canadian."

There are already plans underway to open at least two more locations in the GTA. Simons says it's been eyeingYorkdalemall as one of its potential future store locations.