BIRKS INTRODUCES NEW DIVISION
By Adnews Staff
Montreal-based Henry Birks and Sons Inc., a Canadian jewelry manufacturer and retailer has announced the creation of its new Wholesale division. Birks' Trade Division is partnering with select jewelry retailers to carry a selection of Birks branded items. The first authorized sales and service retailer to sell a selection of over 100 Birks branded products is Overgaard Jewellers of Kitchener, Ontario. "There are presently 37 Birks stores including the recently opened Boutique in Whistler, B.C., in every major Canadian city. Through this new Wholesale division we will be able to penetrate those smaller, though very important markets and offer the same fine quality Birks merchandise, wrapped in the famous Blue Box, as we do in our stores," Birks' president and CEO, Thomas Andruskevich said. Other initiatives by Birks' includes: a Canada-wide store renovation program, an advertising and marketing campaign and a new product selection.