The Sobeys grocery chain has filed plans to redevelop a prominent Vancouver landmark, proposing to convert the former Toys "R" Us store on West Broadway into a new FreshCo discount grocery outlet. The application, submitted to the City of Vancouver, seeks approval for the site at 1154 West Broadway, located between Alder and Spruce streets.
Preserving a Piece of Neon History
A key element of the redevelopment plan involves the fate of the building's iconic signage. Architects from WA Architects, retained by Sobeys, plan to remove the familiar Toys "R" Us lettering but will preserve and restore the historic Bow Mac sign that has been part of the structure for decades. This neon relic, which dates back to 1959, was once recognized by Guinness World Records as the tallest free-standing sign in North America. Its future had been uncertain since the toy store closed in March of last year.
The proposal calls for the installation of new, bright green FreshCo signage with halo-illuminated black lettering to replace the toy store branding. Exterior work will be largely focused on cleaning, restoration, and repainting, rather than a complete teardown of the existing structure.
Store Details and Community Impact
The planned FreshCo store will operate as a full-service retailer, offering fresh produce, packaged goods, refrigerated and frozen items, bakery foods, and household convenience items. The store intends to be open seven days a week from 8 a.m. to 10 p.m. Sobeys states the store aims to provide affordable grocery options for local residents and businesses, catering to the growing population expected from new developments under the Broadway Plan.
The existing rooftop parking lot, accessible from the back lane, will remain, along with three loading bays. The architects acknowledge these bays do not fully meet current bylaws but note they were operational for years serving the toy store. Deliveries to the new grocery store are proposed to occur between 6 a.m. and 6 p.m., also seven days a week.
Planning Process and Broader Context
The application does not require rezoning, as the site is already designated for commercial use. However, the development concept requires approval from the city's director of planning. A public comment period on the proposal is open until January 20, 2026.
This move highlights a retail shift on the Broadway corridor. While numerous new mixed-use towers are planned for the Broadway and Cambie areas, few are proposed to include full-service grocery stores. One other project at Oak Street and West 49th, proposed by Elevate Real Estate Group, includes space for a roughly 12,000-square-foot food retailer, citing a lack of grocery options within walking distance in the Oakridge area.
FreshCo serves as the discount banner within the Sobeys empire, which also includes Safeway, Thrifty Foods, and IGA in Western Canada. Sobeys is a subsidiary of Nova Scotia-based Empire Company Ltd., a Canadian grocery giant whose origins date back to 1912.
