STONEHOUSE launches at Toronto Eaton Centre



    TORONTO, June 5 /CNW/ - Showcasing a modern attitude and sophisticated
style Stonehouse is set to make its Toronto Eaton Centre debut on Friday, June
6. Named after its founder, and men's apparel visionary, Grafton-Fraser Inc.
Chairman and CEO Glenn Stonehouse, the new store is the third location of this
growing menswear concept.
    Building on an impressive legacy cultivated by Glenn Stonehouse and his
company, Grafton-Fraser, a venerable retail success story and highly regarded
as one of Canada's most successful purveyors of fine menswear for generations,
Stonehouse speaks to a new customer.
    "Today's consumer is uniquely aware of current styles and trends,"
explains Glenn Stonehouse. "Men are more influenced by an increased awareness
of pop culture, thanks to a greater interest in TV, movies, magazines and the
Internet. The result is a more modern and savvy shopper. Men are putting more
thought into what they wear. They want to look good and understand that
feeling good is an important factor in how they dress."
    What sets Stonehouse apart is a mandate to deliver premium quality,
tailored suitings in luxury fabrications fashioned in classic, yet
contemporary, cuts and styles. The retailer is well-poised to appeal to this
new, more-savvy consumer. Beyond its sharp suiting, Stonehouse is a true
lifestyle store and features a well-edited selection of leading fashion brands
like: Strellson, Bugatti, Tiger of Sweden, Andrew Marc, Robert Graham, Agave
Denim, English Laundry and more, in addition to its Stonehouse label.

    What sets Stonehouse apart

    Here, customer service is king. Staff are committed to enriching the
customer experience and consultants are dedicated to building a career in
menswear retail. In addition to providing stellar service and advice,
Stonehouse features on-site tailoring, a comprehensive collection of
merchandise in premium fabrications from Europe's finest mills and a modern
pricing attitude (suits start at a modest $695). The retailer aims to make the
shopping experience easy and enjoyable.
    "The Stonehouse guy is not super-trendy or cutting-edge," says Glenn. "He
kind of does his thing and is understated overall. He wants to look good but
is not preoccupied with what he's wearing. He has a life and doesn't want to
spend all his free time in a store. He will go where he trusts he'll get
expert advice, quality product and personal service. And most importantly, he
wants to feel good about the investment he's made."
    By all accounts, Stonehouse delivers.

    Modern men's den

    Designed with a modern men's den in mind, the 3,500 square foot store,
like the tailored clothes it houses, radiates with an-old world appeal that
feels current and cool. Walnut wood panels, in-lay wood flooring and fixtures
suggest a gentleman's club from a bygone era. The dark wooden tones are
punctuated by neutral shades of grey and beige throughout. The striking
combination of contrasting yet complimentary colours and strong textures, like
stone and leather, is visually pleasing and gives the space a clean, modern
and masculine aesthetic.
    Stone accents on feature walls, Italian-tile flooring, Barcelona chairs
and the Venetian-style ceiling are a sophisticated nod to its European
influences, where expert tailoring and luxurious fabrications were first made
famous and continue an impressive legacy today. Expertly designed by LODA
Design, the environment is welcoming and intimate, a natural extension of the
overall ease of the Stonehouse experience.
    "There's a trust-level and rapport that goes along with a positive
shopping experience for most men," says Glenn Stonehouse. "Since its debut in
2004, we've continued to build on the loyalty of the Stonehouse brand,
tweaking our merchandise mix and evolving the experience to give our customer
exactly what they want and need. Our experience has culminated in the Toronto
Eaton Centre store. We're excited about the future of Stonehouse and are
carefully considering our advancement beyond the GTA."
    Stonehouse is located on Level 2 of the Toronto Eaton Centre near the
North entrance towards Sear's. The store officially opens to the public on
Friday, June 6.




For further information:

For further information: or to arrange a store tour or speak to a
representative from Grafton-Fraser Inc., please contact Tim Gallant or Laura
Simpson at Empire PR, Tel: (416) 203-8060, Cel: (416) 909-2853 or email:
tim@empirepr.ca, laura@empirepr.ca

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STONEHOUSE

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