Understance: New Toronto Store

Understance, the Canadian lingerie brand, has opened its second retail location, this in Toronto’s Bloor West Village (2334 Bloor St W, Toronto, Ontario, M6S 1P3). The company started in 2021 offering a wide range of bra sizes, and opened its original, flagship store in Vancouver in February 2022.

A press release announcing the opening noted the company is “setting the stage for nationwide expansion,” and specified that the next locations are planned for Calgary and Metro Vancouver.

Company director Jiayi Lyu, declared,“we’ve always prioritized designing products that meet real people’s needs. All of our new designs are born from fitting room conversations between the product team and the customers. Opening a store in Toronto takes that commitment further and we are looking forward to co-creating new pieces with our Toronto customers.” She continued, “we’re dedicated to making high quality bras accessible to everyone, especially those with harder to find sizes. With the opening of our second retail location, we’re excited to offer more customers the transformative experience of finding undergarments that fit perfectly, feel comfortable, and provide unmatched support.” 

The Understance collection includes, according to the announcement, “149 sizes from 28-48 bands and A-N cups (US), with the option for a personalized fitting and expert guidance from the team."

Above, Understance’s new Anya Lace FlexWire Bra. sale price- $35.40 USD and Ruby FlexWire Demi Bra, sale price- $39.00 USD.