Retail innovation for the digital age

We're a team of digital commerce "entrepreneurs", passionately reinventing Canada's most beloved retailer.

We believe Canadians want to see their cornerstone brands thrive in the digital age.

We think the Canadian retail landscape needs us to succeed.

Those are some pretty high stakes... and we're all in.

Surprise and Delight

Customer First

The customer is at the heart of every decision. We employ user-centred design techniques like journey and empathy mapping to draw out the most innovative solutions to customer problems.

Collaborative Design

Our open plan office is buzzing with the sound of teammates building on each other's ideas. Key to our culture, collaboration ensures that our best individual ideas are evolved by the ideas of others.

Lean & Agile

We don't have time to waste on endless documentation and approval cycles. Our teams are given the autonomy to move quickly with only one guardrail... make it right for the customer.

  • Transforming customer experience

    When retailers focus on the customer above all else, something amazing happens. Solutions gain focus, processes become frictionless and teams become energized. Best practice rules the day and usability guides every decision.

    With the goal of improving every single customer touch point, solution requirements nearly define themselves, clear cutting a path through the challenges and deficiencies that are holding back operational vitality today.

  • Transforming business operations

    How do you make a decades old retailer relevant in the digital age? That's the question we're actively answering every day. First, you dismantle and rebuild the customer experience from the ground up. Nothing is off limits. Good enough, isn't.

    Our aim is to delight Canadians with a totally new, innovative shopping experience supported by modern technology and design. At the same time, completely replacing the backend systems with a lean, mean, cloud based fighting machine.

Drop us a line


82 Peter St., 4th floor
Toronto, ON | M5V 2G5


Email is better.
The lab doesn't have "phones".