Understance Opens its Fourth Canadian Retail Location in Burnaby, Making Solution-Based Lingerie More Accessible to Local Communities

The Burnaby boutique is the latest in the brand’s expansion journey, advancing its goal of 30 retail locations across Canada and the U.S. within the next five years.

BURNABY, British Columbia--(BUSINESS WIRE)--The newest Understance boutique is opening its doors tomorrow in Burnaby at Unit #2150, 4700 Kingsway St. Building on the success of its Calgary and Toronto store openings late last year, the brand continues to expand its reach and work toward its vision of making solution-based lingerie more accessible across Canada.

“From day one, Understance has been committed to the humble yet challenging task of providing high-quality, reasonably priced, and thoughtful products to bra wearers,” said Jiayi Lyu, Director of Understance. “With an unmatched selection of 149 sizes and a variety of options catering to different breast shapes, we’re proud to provide a range that no other brand does. As we expand, we’re thrilled to give more communities the opportunity to experience our in-store services, because we believe everyone deserves a bra that fits well and feels good.”

The new Burnaby store, spanning 2000 square feet, is Understance’s second brick-and-mortar location in B.C., bringing thoughtfully crafted lingerie even closer to people throughout the province. Situated in the lively Metrotown shopping center, BC’s largest mall, the boutique is the perfect spot for shoppers seeking personalized fittings, high-quality undergarments, and bra education. Surrounded by a range of local businesses and easy access to parking, the store is set to become an accessible hub for Burnaby’s residents. Understance has worked closely with Vancouver-based designer Mahtab Kiani of Kiani Design Group to bring its bright and vibrant store to life.

“The opening of our Burnaby boutique brings us closer to Canadians, providing more chances to experience the comfort and care Understance is known for,” Lyu shared. “Our physical stores play a key role in our mission, offering personalized fittings to ensure everyone finds their perfect fit.”

As a part of our grand opening sale, shoppers will have the opportunity to try our new Bust Support Sleepwear line. The bust support nightwear offers extra support while sleeping and lounging, ensuring comfort all night long. Don't miss the opportunity to shop our new line, as well as our tried-and-true classics, in-store at the opening sale.

To celebrate the grand opening of the latest store, Understance is offering an exclusive 30 per cent off all in-store items from March 28^th to April 6^th 2025. With the most extensive size range by a single brand in North America, Understance is dedicated to helping each customer find their perfect fit, offering personalized assistance from expert staff.

The new Burnaby store represents a key milestone in Understance’s journey to bring innovative, comfort-driven lingerie to more people across Canada. As the brand grows, so does its mission to empower individuals with high-quality lingerie that prioritizes fit, confidence, and inclusivity.

About Understance

Understance is a Vancouver-based lingerie brand specializing in solution-oriented bras, underwear, and sleepwear that combine exceptional comfort with support. As the North American subsidiary of Shenzhen Huijie Group Co., Ltd.—a global leader in lingerie manufacturing with over 27 years of expertise—Understance is backed by industry-leading craftsmanship and innovation. Guided by a mission to help bra-wearers discover comfort, confidence, and their sense of self, Understance makes bras that work. For more information, visit understance.com.