Birks Group has launched an international website focusing on the US in a bid to expand beyond its Canadian home market.
The new website, Birks.com, features the jewelry retailer’s 140-year history, while extending its reach to a global audience, Birks CEO Jean-Christophe Bédos said last week.
The first phase of this website is dedicated to building brand awareness, the company said in a statement. The platform directs online shoppers to international retailers including Saks Fifth Avenue and Mayors Jewelers in the US. The second phase of the rollout will be centered around e-commerce through Birks.com, especially in the US. Currently, to purchase products outside of Canada, buyers need to contact Birks directly by phone or by filling out a form on the site.
The company will highlight the various stages of this expansion on its social media platforms. The international website includes a range of its core jewelry collections across all international markets, including Birks Snowflake, Birks Dare to Dream, Birks Pétale, Birks Rosée du Matin and Birks Splash.
Birks has been expanding in the US market in recent years, with its jewels available at Saks Fifth Avenue since 2020. The company also has 25 doors at independent jewelry retailers. For now, Birks.com will attempt to increase brand awareness and provide another point of contact for its target audience, Bédos said.
“Our goal for Birks.com is to tell the story behind our brand, increase visibility and share our beautiful collections to an international audience,” Bédos said.
Image: Birks Group’s Toronto flagship store. (CNW Group/Birks Group)
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