Transformation of Iconic Montreal Birks Building into Luxury Hotel and Lifestyle Destination

Birks Group Inc. and Mr. Jean Salette, owner of Le St-Martin Hotels, announced plans to transform the iconic Birks building in downtown Montreal into a luxury lifestyle property bearing the Birks name. The new destination will house a high-end boutique hotel and bistro as well as the renovated Birks Montreal flagship store.

Renovations for the Birks Hotel are scheduled to start next spring and it is slated to open in the spring of 2018. The Birks Montreal store will also undergo some renovations that will provide an enhanced shopping experience in line with the brand's latest retail concept. It will continue to offer its iconic Birks Collections and host the world's leading fine jewellery and timepiece brands. The Birks Montreal store will remain open throughout the renovations.

"We are very excited to be part of the Birks Hotel project and we will take this opportunity to renovate our Birks Montreal flagship store as Mr. Salette transforms the rest of the building. The new environment will delight our local and international customers with a shopping experience that will be on par with the world's leading fine jewellery and timepiece retail destinations," stated Jean-Christophe Bedos, President and CEO of Birks Group Inc.

"The iconic Birks building is a magnificent location to house a luxury boutique hotel on Phillips Square, which will become a luxury retail and lifestyle destination with the arrival of Saks Fifth Avenue's flagship store and the renovations of the Hudson's Bay store as recently announced. Our property will boast 120 rooms and will offer guests a unique lifestyle experience," stated Jean Salette, owner of Le St-Martin Hotels.