Betting big on secondhand shopping downtown

Marché Floh is a cult favourite of a secondhand retailer in Montreal: What started as a pop-up in 2017 has grown into a three-story flagship on St. Denis and a second location downtown. Now, three months after its opening, the brand is moving that second store into a larger space next door.

Alex Mondry, owner and founder of Marché Floh, describes the choice to move just months after opening the first downtown location as a “matter of testing the waters.”

“There are huge challenges in the area. Sainte-Catherine just closed for a three-year construction project… Downtown is way more volatile than St. Denis,” she explains. “But as soon as we saw the numbers, the clients, the feedback, it was enough. The staff there is super eager and excited, the landlord's amazing… all of that just gave me that push.”

Alex cites creative expression and sustainability as key drivers for the growing popularity of secondhand fashion in Montreal and beyond.

“What I'm seeing, and what I'm attracted to in fashion, is focused on self-expression and identity building. Second hand clothes are so versatile for that, because you're not being force-fed an aesthetic like you are in fast fashion stores,” she says.

As she looks forward to the future of of the brand, Alex hopes that the underground creative scene in Montreal can continue to thrive as the cost of living rises: “What I hope for is that these creative types can keep existing in Montreal, because I think that a lot of emerging artists do still struggle in the city.”

A bigger playground

Creating an engaging atmosphere is central to Marché Floh’s mission. The company has developed a playful visual identity both in-store and online, with an eclectic vibe that blends quirky décor with interactive elements.

Plans for the new location include a colour photo booth and rotating pop-ups among other curiosities. The opening event on September 13 features matcha by Bar Uma and cookies by Maison Sauvage, with photos and videos being shot on scene so attendees can be part of social content.

“This new space just provides so much opportunity to host people, to host DJs, to really bring the community together,” Alex continues. “With the bigger space comes opportunities to create a bigger experience for the client. More surface area to play with.”

For the clothes, the sourcing process revolves around finding pieces with “creative potential.” Alex and the team consider silhouette, texture, and unique elements while keeping their diverse clientele in mind.

Items in-store are organized by aesthetic subcategory rather than garment type, with over 20 different styles represented in sections of the store with hyperspecific categories like Y2K, true vintage, and fairycore.

“Everything that we've done is to make sure people that walk in leave with a good memory of the store,” Alex notes.

Beyond atmosphere and selection, an extra-friendly customer service experience serves the same end. When entering a Marché Floh store, Alex hopes people feel “inspired and included.” 

“Inclusivity is so important to us. Like, I want everyone to feel comfortable coming in. The staff is also super friendly and shares that appreciation of uniqueness and difference,” she says.

With the new location, Alex says she hopes to “bring sustainable fashion to downtown”—an area traditionally dominated by mainstream fashion and big box stores.

Stitched into Montreal

Community has always come first at Marché Floh.

“From the start, I was always taking pictures of clients instead of posting the products,” she shares. “It's just so redundant to see people selling things online. People don't want to see that. They want to be inspired.”

The brand’s successful social media presence—nearly 30K followers on Instagram—reflects this approach.

“On social media, people want to consume fun content. They don't want to be sold something and that's the bottom line,” she says. “What we're really focusing on in our social media is just showing people that we identify with.”

And it shows, as Marché Floh thrives in Montreal’s creative fashion scene.

“There's such a creative energy in Montreal. There's a lot of people using clothes as an artistic medium,” she says. “So many people do upcycling and reworking… The whole circular fashion economy is so cool here.”

As things settle at the new downtown spot, Alex sees the bigger space as a chance to lean into what Marché Floh already does best: More community events, partnerships with local artists and emerging brands, and creating space for people to come together around fashion. 

For Alex, the move ultimately marks a chance to deepen Marché Floh’s role as a hub for creativity and community.