Real Canadian Superstore has long been my family’s go-to for groceries. I remember, as a kid, being "banned" from attending the weekly Sunday shop with my parents because I tried to sneak candy, cookies and "sugary cereal" into our cart one too many times (the temptation is still very real). Later in life, it also became a convenient destination for clothing (my baby girl’s dresser is bursting with Joe Fresh apparel, including her fave polka-dot raincoat, which is only NOT worn to bed).
Picking up home furnishings and accessories, however, has somehow never been on my radar. Diana Spina, director of product development, soft goods, for the Loblaw Group of Companies, suspects that may be because "many people go with a grocery mentality: you have a shopping list, you know exactly what you need and your goal is to get in and get out." But, as I recently discovered at a gorgeous spring/summer PC Home Collection and Canada 150 Capsule Collection preview, there’s a lot of designer-level décor to be had in Superstore.
And I mean A LOT. The Gastown loft in which my private tour took place was decked out, top to bottom, side to side, in product, from dishes to glassware to patio furniture, barbecues, bedding, cookware, candles, cutting boards, reversible patterned poly rugs, feature-forward immersion blenders—even clever food-storage containers that extend the life of produce by keeping moisture away from veggies and fruit. Stephen Mitchlits, trend and design direction lead in the home and entertainment department, took me through the lush, green, tropical theme of one of PC Home’s newest outdoor collections (pineapples, like mason jars, aren’t going anywhere) and told me about the watercolourist PC keeps on staff, whose original work informs many final designs. Graham Rooza, director of product development, hard goods, was particularly excited to show off his own camping chair creation—an oversized version called the "Papa Lux" that, trust me, is a treat to sit in (and could be the perfect Father’s Day gift).
Moving on—to the beach—I was filled in on a surprising fact: the PC brand sells a whopping 400,000 towels every summer. This year, oversized, higher-end versions are on offer, plus a trendy round edition that’s sure to make a statement on the sand.
So what makes PC Home different than the stuff you’d find in, say, a big-box store—and why should we all be adding décor items to our grocery lists? Well, it’s all designed in house, for starters, with careful attention to global trends and consumers’ needs. The principles of mix-and-match and layering are kept top of mind (so pieces can be added to and reincorporated from your personal collection season to season), as is quality: better believe these products are built to last. I, certainly, was impressed, and will admit I had no idea I could outfit my entire home—beautifully and easily, at that—simply by visiting my local Superstore.
Design in Aisle 5, indeed. —Noa Nichol
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May 18th, 2025 at 3:05 am
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