Birks Group is downplaying a newspaper report that said the company will open U.S. stores under its Birks nameplate in the next two to three years.
On July 9, Toronto newspaper National Post quoted CEO Jean Christophe Bédos as saying the company “is preparing a determined expansion into the American marketplace with Birks-branded boutique storefronts” in the next few years.
The company tested Birks-branded merchandise in its American chain, Mayors, and it has performed “beyond our expectations,” Bédos reportedly said.
Two days later, the company issued a clarification saying there are no “official plans” to open stores.
“Any implication that the expansion plan referred to in the National Post article is incorporated into the Company’s internal financial projections was not intended and is erroneous,” said the statement.