River Island launches at Canadian retailer The Bay

The Canadian retailer The Bay is introducing River Island to its assortment, aiming to attract a younger Millennial and Gen-Z audience - its fastest-growing customer demographic.

More than 200 styles in sizes up to 18 are available now at TheBay.com, one of the largest e-commerce businesses in Canada, and will be launching in Hudson Bay stores next spring.

The assortment will include womenswear and menswear, including loungewear, basics and festive styles.

Laura Janney, Chief Merchant at The Bay said: “The Bay’s assortment is evolving to deliver sought-after brands for style-driven Canadians. River Island connects attainable price points with an aspirational aesthetic and we know our younger customers will find on-trend and affordable pieces that suit their taste and lifestyle.”

Theodore Sheppard, River Island’s Head of International Development added: “We are excited to be launching River Island through such a well-respected partner, The Bay. Through this collaboration, we aim to bring River Island’s stand out fashion to a new group of customers in Canada”.