Walking into a Must Société store immediately transports visitors into a world where design passion meets abundant inspiration. The expansive 40,000-square-foot showrooms feature soaring ceilings and warm lighting, creating a chic visual feast that showcases carefully curated furniture blending sophistication with modernity.
A Unified Brand Experience
Groupe Must Société recently celebrated a significant rebrand that brought several iconic Canadian home goods stores together for the first time. The exclusive Maison Corbeil, accessible MUST brand, and outdoor specialists Jardin de Ville now operate under the unified Must Société banner across nine locations in Québec and Ontario.
President Walid Laaraba explains that the rebrand strengthens customer experience, allowing design enthusiasts to choose from wide-ranging medium to high-end furniture alongside textiles, décor items, and accessories. Product lines previously exclusive to Maison Corbeil will now be available at every Must Société location.
Premium Perks and Thoughtful Curation
Each Must Société location offers unique premium amenities that elevate the shopping experience beyond mere transactions. At the North York, Ontario store, customers can enjoy Moretti Caffe, sampling mortadella paninis or Caprese salads with rich coffee. The downtown Toronto Parliament Street location features Prune les Fleurs, an in-store florist where visitors can select fresh bouquets or plan impressive arrangements for special occasions.
"Buying a piece of furniture is not only functional – it's emotional," says Laaraba. "You're bringing this product into your home. Our customers are interested in design, and they want to take their time with this decision. We want to offer them more than just a store."
International Brands and Canadian Pride
Must Société's carefully selected inventory includes prestigious European brands like Ligne Roset, the 165-year-old French design company renowned for contemporary pieces that function as works of art, and Italian design house Kartell, known for bold shapes and innovative materials. The stores also carry premium Swedish brands such as Conform, famous for customizable "Timeout" recliners, alongside popular Canadian brands including Verbois and Romano.
"We will never put something in our stores if we don't like it personally," Laaraba emphasizes. "We sell what we love."
Despite their international reach, Must Société maintains strong commitment to Canadian talent. More than twenty percent of their sales come from local products, with some Canadian suppliers having grown alongside the company for over twenty years. The business values long-standing relationships, exemplified by their exclusive partnership with Ligne Roset that began with a handshake decades ago and continues strongly today.
A Destination for Design Enthusiasts
Must Société's thoughtful curation and sophisticated aesthetic have made them a destination for famous faces from entertainment, sports, and political circles. Laaraba shares that a young Canadian singer recently purchased a Ligne Roset "Togo" sofa after admiring it in an NHL player's home.
While long established among Montreal and Québec City's stylish residents, Must Société now welcomes new customers in Ontario stores and has amplified its online presence at mustsociete.com. With over 15,000 products available, the company ensures design enthusiasts across Canada can access the Must Société experience.
"You can have a coffee, buy flowers, buy accessories," Laaraba notes. "You don't go only to buy a piece of furniture. You go for the experience."
