Joseph Ribkoff spring collection with nautical theme. Image credit: Joseph Ribkoff
Storied Canadian fashion brand Joseph Ribkoff is undergoing a root-and-branch makeover to prepare for an expansion from whole to direct-to-consumer.
The Montreal, Quebec-based firm is also upgrading design and quality as it introduces ecommerce in August. The emphasis on online growth targets markets such as the United States and Europe.
“We are investing in storytelling, digital channels and brand visibility to shift from being a ‘hidden gem’ to a more culturally relevant and desirable brand,” said Stephen Belfer, CEO of Joseph Ribkoff.
In this Q&A, Mr. Belfer outlines Joseph Ribkoff’s focus for the year, market strategy, the importance of the United States to future growth of the 69-year-old brand, and why ecommerce is key to a new direct-to-consumer approach that complements the existing wholesale business. Please read on:
Selections from Joseph Ribkoff's spring 2026 collection. Image credit: Joseph Ribkoff
What is the focus going forward?
Our focus is centered on three core pillars: the team, the product and the customer.
We are building a more agile, aligned organization, elevating the product through more intentional design and quality, and placing the customer at the center of every decision.
At the same time, we are evolving from a predominantly wholesale business into a more balanced omnichannel model, with the launch of our ecommerce platform this August marking a significant milestone.
How is Joseph Ribkoff reinventing itself?
It’s less about reinvention and more about thoughtful evolution.
We are modernizing how the brand is expressed – through refined collections, updated silhouettes and a more contemporary visual identity – while staying true to our core strengths: exceptional fit, inclusive sizing and versatility.
At the same time, we are investing in storytelling, digital channels and brand visibility to shift from being a “hidden gem” to a more culturally relevant and desirable brand, supported by our move into direct-to-consumer with ecommerce launching in August.
How important is the U.S. market?
The U.S. is a critical market for us. It represents a significant growth opportunity, particularly as we expand our direct-to-consumer presence with the launch of ecommerce in August.
Leveraging strong existing wholesale relationships, the next step is to deepen brand awareness and build a more direct relationship with the American consumer through digital, retail and targeted marketing efforts.
Stephen Belfer
Which global markets is Joseph Ribkoff seeking to enter and grow?
We already have a strong global footprint across 3,500 retailers in 65 countries, which provides an incredible foundation.
Our focus now is on strengthening key markets – like the U.S. and Europe – while continuing to grow in strategic international regions where there is demand for premium, versatile fashion.
The goal is not just expansion, but more intentional and elevated distribution, complemented by our global ecommerce rollout beginning in August.
Who’s the customer and how do you expand the audience?
Our core customer is a modern, confident woman who values fit, quality and versatility. She leads a dynamic life and wants pieces that move seamlessly from day to evening.
To expand the audience, we are evolving how we communicate – through digital, social and storytelling – and the August ecommerce launch will allow us to build a more direct and meaningful relationship with both existing and new customers.
What’s special about the product?
Everything starts with the product.
What sets us apart is our commitment to fit, comfort, and versatility – clothing that truly works for a woman’s life.
We are elevating this further through refined fabrics, modern silhouettes and thoughtful design that balances timelessness with a contemporary edge.
The goal is to create pieces that are both functional and aspirational.
What type of marketing is Joseph Ribkoff doing? Any role for AI or AR?
We are significantly increasing our investment in brand storytelling, social media and digital marketing to build awareness and emotional connection, particularly as we support the August ecommerce launch.
The focus is on creating a more cohesive and elevated brand presence across all touchpoints.
As for AI and AR, we see them as important tools to enhance personalization, improve the customer experience, and bring the product to life in more immersive ways.
A look from Joseph Ribkoff's spring 2026 collection. Image credit: Joseph Ribkoff
What’s the retail distribution and ecommerce strategy?
Historically, we’ve been a wholesale-driven business, but we are evolving toward a more integrated omnichannel approach.
A key component of this is the launch of our ecommerce platform in August, which will allow us to connect directly with our customer for the first time at scale.
Simultaneously, we will continue to strengthen and refine our wholesale partnerships, ensuring a consistent and elevated brand experience across all channels.
What types of partnerships and collaborations are you seeking?
We are interested in partnerships that elevate the brand and expand our reach in meaningful ways – whether through retail, creative collaborations or experiential opportunities.
The key is alignment with our values and aesthetic, ensuring that any collaboration enhances brand perception and connects authentically with our customer, particularly as we expand our direct-to-consumer presence.
What’s next for the brand?
The next chapter is about becoming more visible, more intentional and more connected.
The August ecommerce launch is a major step in that evolution, enabling us to build a direct relationship with our customer globally.
Alongside this, we are accelerating product innovation, expanding our digital presence, and strengthening our global positioning.
Visually and strategically, the brand’s future can be defined in three words: elevated, intentional and alive.