Untapped Horizons: Why Canada Has Room for Indie Brands to Scale

Canada’s indie brands are quietly positioned for a powerful homegrown growth story. With e‑commerce continuing to rise and more consumers choosing to shop local, the domestic opportunity is bigger than it might seem. The numbers paint a clear picture. Most brands have only scratched the surface.

A Growing E‑Commerce Foundation

More than 27 million Canadians, or about 75 percent of the population, were e‑commerce users in 2022. That number is expected to climb to nearly 78 percent by 2025. Online shopping is also claiming more of the retail landscape, projected to represent 13 percent of total sales in Canada by the end of this year.

E‑commerce revenue is expected to reach 120 billion US dollars in 2025. Categories like fashion and beauty continue to grow at a strong pace. While larger platforms dominate, there is clear room for smaller, founder-led brands to step into the space with clarity and purpose.

Canada’s Fashion Sector Has Room to Grow

In 2023, the Canadian fashion industry generated approximately 17.85 billion US dollars. That figure is projected to grow at more than 12 percent annually, potentially reaching 28.6 billion by 2027. Fashion e‑commerce is a key part of that momentum, with Canadians spending around 16.5 billion online in 2024 alone.

We’re also seeing rising demand for custom and conscious fashion. The Canadian custom apparel market is projected to nearly double by 2032. It is growing at a pace of more than 7 percent each year, showing that consumers are looking for more personal and meaningful purchases.

More Canadians Are Choosing Local

In early 2025, 98 percent of Canadians said they actively look for “Made in Canada” products. Around 85 percent reported replacing American-made goods with Canadian alternatives whenever possible. This shift is being driven by both cost and values. While tariffs have made U.S. goods less accessible, consumers are also choosing local for reasons tied to sustainability, quality, and national pride.

Online communities focused on Canadian-made brands now include groups with more than a million members. There are mobile apps helping people discover local products more easily. The interest is no longer niche. It is becoming a new normal.

Canadian Brands Are Leading by Example

Some brands are already showing what’s possible. Haven, a menswear retailer, shifted focus to its in-house label and saw 50 percent year-over-year growth. The company is projected to reach 25 million US dollars in sales by 2025, with half of that coming from its own line.

La Maison Simons opened a major new location in Toronto as part of a plan to grow annual revenue to 650 million Canadian dollars. Their investment in Canadian-made lines has been a key part of that strategy. With rising U.S. tariffs, more shoppers are gravitating toward domestic options—and brands are responding.

The Bottom Line

Most indie Canadian brands are only beginning to explore their potential within the domestic market. There is still significant room to grow. The infrastructure is strong. Consumer sentiment is aligned. And the appetite for well-made, locally rooted products is rising.

Now is the time to focus inward. Strengthen your e‑commerce presence. Build local retail partnerships. Tell your story in a way that feels grounded and real. International expansion might still be part of the vision, but right now, Canada is ready for more of what you’ve built.

If you’re looking to scale your brand within Canada—through strategy, storytelling, or smarter retail moves—reach out. We’d love to help you grow what already belongs here. Let’s talk.