Edmonton Brand Elevator, Crossroad of Retail

The recent opening of Simons’ $30 million, 115,000 square foot West Edmonton Mall store is yet another example of a leading brand from another market opening their first store in Edmonton, Alberta. Simons is a fashion-forward ‘junior’ Department Store. The new West Edmonton store is its first outside of Quebec. With all the places it could have opened in, it chose Edmonton. Why?