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1342 Queen St W, Toronto ON M6K 1L4
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Michelle Germain, the owner of Shopgirls on Queen Street West, always had a hard time finding clothes that fit her right. When she opened her own women’s clothing retail store, she wanted to cater to customers who, like her, were frustrated with the meagre selection of clothing that fit comfortably and looked good.

The brand philosophy behind Shopgirls, “shop your shape, not your size,” evolved from Michelle’s determination to sell clothing that fit every body shape, and not just one. “Because it’s so close to my heart, I really am conscious of the fact that I don’t want anyone walking in here and feeling like there’s nothing here for them,” says Michelle.

With her own store, the boutique owner, who says she started selling clothing in 2004 in pop-ups before the term ‘pop-ups’ even existed, wanted to create an environment where women felt like they had options and could finally find pieces that fit perfectly. “It’s always been a challenge to find clothes and the thing is, they’re out there,” says Michelle, “it’s just being able to edit and create collections that make sense for people.”

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