The store that brought cool sneakers and edgy streetwear to Ottawa is growing up. NRML, a four-storey landmark on Rideau Street since 1997, is offering women a sophisticated boutique shopping experience.
Rocio Darevic and her husband Yann, who own the store, recently renovated the second floor to carve out a 1,600-square-foot space dedicated strictly to ladies, called NRML Femme.
The open-concept space has a loft look with warm hardwood floors, twinkling chandeliers, beautifully dressed mannequins and floor-to-ceiling arched windows facing bustling Rideau Street below.
“Our clientele is maturing, so we’ve created a classy environment in tune with their tastes. We are growing up with them. They are looking for something different, so we felt that we needed to give our store a facelift and a new identity,” says the 30-year-old Rocio, who has been the store’s buyer for the past eight years.
The store carries more than 60 independent labels and 300 pairs of shoes.
Shoppers will find short shorts, floral maxi dresses and skirts, high-waisted denim, jegging jeans, shoes and jewelry. Brand names include Adidas, Against Nudity, Canada Goose, Cheap Monday, Insight, Nike, Quiksilver, Toms and Vans. NRML is a favourite with teens looking for backpacks, headphones, hats and fleece jackets.
“Ottawa’s fashion landscape is continuing to exhibit tremendous growth with the arrival of several high-end boutiques, lots of up-and-coming local designers and the biannual Ottawa Fashion Week event,” Rocio says.
“The arrival of NRML Femme is definitely a reflection of the city’s building desire for a more progressive and sophisticated shopping experience.”