The
flagship store of Eatons re-opened on
November 25, 2000 in the
Rideau Centre,
Ottawa,
Ontario.
Sears, the new owner, has launched an intensive
marketing campaign for Eatons, focused on the colour
aubergine.
(Aubergine is the French word for eggplant. To most people, it's deep purple).
There was a live jazz duo and piano player brought in for the opening, as well as
free prizes to the first thousand people in the store.
Jean Senechal, manager of the Ottawa location who gave
the media a tour of the store yesterday, said it is aimed at "
sophisticated, time-press-ed,
urban shoppers. Our position will be a little bit more upscale than
The Bay, but not as upscale as
Holt Renfrew."
Incidentally, the
apostrophe has been dropped from the name
(from Eaton's to Eatons), and the Ottawa location is one of only
seven across Canada.