Luxury furniture destination Elte is opening a massive, market-style store aimed at younger shoppers
Toronto-based furniture store Elte, purveyor of $5,000 wing chairs, is bringing in a new brand to compete with its existing high-end locations, which currently include the original Elte home furnishings store near Dufferin and Eglinton, and nearby bath-and-kitchen spin-off, Ginger’s (both extremely popular among well-to-do Toronto moms). Come October, the family-owned company will open Elte Market, a market-style store aimed at a “younger, more contemporary” crowd—a.k.a those who aren’t ready to spend over a grand on an end table. Located at the corner of Castlefield Road and Caledonia (just west of the other Elte locations), the 40,000-square-foot space was designed by local interior decorators Burdifilek to resemble a refined factory, with stylish rugs, furniture, bedding and accessories (sourced from countries like India, Turkey and Belgium) laid out in an enormous open-concept space. And, unlike Elte, most products will be available on the spot. Shoppers can expect prices to be a notch or two below Elte or Ginger’s, but it still won’t be cheap—according to the owners, they’re looking to appeal to “first or second time home buyers” (which, in Toronto, is a pretty exclusive group of young people).