The Globe and Mail reports in its Tuesday edition that women's fashion chain Aritzia wants to be a luxury retailer which also caters to mainstream customers. The Globe's Marina Strauss writes that to do that, the company carries a diverse mix of merchandise ranging from a $1,200 shearling-lined leather bomber jacket to $22 leggings. The retailer's refurbished store on Toronto's Mink Mile is a reflection of the multifaceted approach. At more than twice the size of the shop it replaced, it is designed with fancy touches while still aiming to welcome shoppers of all stripes. They can sip cappuccinos at its new cafe, or admire the oak and marble finishes while lounging on velvet-upholstered sofas. It is a model for Aritzia's future flagship stores. Aritzia needs to demonstrate that its cater-to-all strategy has legs. It entails enlarging select stores but sacrificing some sales-per-square-foot while straddling luxury and less costly offerings. Aritzia distinguishes itself by developing products under its own labels, and branching out into 16 brands to cater to divergent customer demographics. It has even launched stand-alone stores under some of those names, such as Wilfred and Tna. Industry observers are impressed.