Loblaw’s Real Canadian Superstore tests appliance store-within-a-store

Loblaw Cos.’ Real Canadian Superstore grocery banner is piloting the in-store sale of major appliances.

Through a partnership with Toronto-based retailer Canadian Appliance Source (CAS), the Real Canadian Superstore at 820 Main Street East, in Milton, Ontario, will sell home appliances from more than a dozen top brands in a store-within-a-store model, with actual units on display in a 1,900-square-foot space.

Appliances showcased in the special section include stoves and ranges, refrigerator/freezers and washer/dryers from such brands as LG, Kitchen Aid, Samsung, Bosch and Frigidaire, Brampton, Ontario-based Loblaw reported.

Loblaw said the special section is staffed by appliance experts from Toronto-based retailer Canadian Appliance Source. / Photo courtesy of Loblaw

“Our store teams take pride in the services and products we provide that help customers save for real,” Jonathan Carroll, senior vice president of operations for Real Canadian Superstore, said in a statement. “That's why we’re pleased to work with CAS to give our customers more of what they want, with a company who shares our commitment to choice, value and quality.”

A kiosk in the appliance store-within-a-store will offer access to most of CAS’ extended online catalog, according to Loblaw. Members of Loblaw’s PC Optimum loyalty program also will be able to earn or redeem points on appliance purchases.  

The special department is staffed by CAS appliance experts, who provide the same service, terms and conditions as stand-alone CAS stores, Loblaw said.

Major appliances showcased in the 1,900-square-foot space include stoves and ranges, refrigerator/freezers and washer/dryers. / Photo courtesy of Loblaw

“CAS is incredibly excited about this opportunity to work with such an iconic brand in Canada,” commented Ari Klein, founder and CEO of Canadian Appliance Source. “Bringing our signature appliance shopping experience to the Real Canadian Superstore consumers—plus the opportunity to benefit from the PC Optimum program—is a win-win for everyone.”

Plans call for the one-store pilot to expand to a small number of other Real Canadian Superstore locations across Canada later this year, Loblaw added.

One of Loblaw’s discount retail banners, Real Canadian Superstores in Ontario and Western Canada provide one-stop shopping in a big-box format, with most of the space devoted to groceries but also offering electronics, housewares, clothing, pharmacy and other goods and services, including Loblaw’s President’s Choice grocery and Joe Fresh fashion brands.