Birks Group is a leading designer of fine jewelry and operator of luxury jewelry, timepieces and gifts retail stores in Canada. The company also maintains a small wholesale division serving customers in North America, the European Union and the United Kingdom, which division is scheduled to be wound down by the end of 2025. As of May 31, 2025 Birks Group operated 17 retail stores under the Maison Birks brand in major Canadian markets, along with additional standalone boutiques for brands such as Birks, TimeVallée, Brinkhaus, Graff, Patek Philippe and Breitling. The company traces its heritage to a predecessor founded in Montreal in 1879 and has evolved into Canada’s premier designer, manufacturer and retailer of fine jewelry, timepieces, sterling and plated silverware and gifts. Birks Group emphasizes its own branded collections while also carrying a wide range of third party luxury watch and jewelry brands. The firm places a strong emphasis on delivering a superior shopping experience through store design, visual merchandising and customer service.

Birks Group generates revenue primarily from the sale of jewelry and other products and from timepieces through its retail stores, ecommerce platform and gold exchange. Jewelry and other sales include items such as giftware, repair services and custom design work. In fiscal 2025 the company reported net sales of $177.8 million, with jewelry and other accounting for $68.9 million and timepieces for $108.9 million. The wholesale division, which will be wound down by the end of 2025, contributes a smaller portion of revenue by supplying products to third party retailers in North America, the EU and the UK. Ecommerce sales represent a growing channel that complements the brick and mortar store network, though the company does not disclose the exact percentage of total sales generated online.

Birks Group holds a notable position in the Canadian luxury jewelry market as one of the country’s premier designers and retailers, distinguished by its long standing heritage dating back to 1879 and its exclusive Birks branded collections. The company faces competition from national and international jewelry chains, independent regional retailers, department stores and specialty stores that offer similar product categories. Birks Group believes its competitive advantages lie in its reputation for quality craftsmanship, distinctive product design, emphasis on a superior shopping experience and the ability to offer internally designed, exclusive merchandise that leverages strong brand loyalty. These factors help the company maintain a differentiated presence despite the fragmented nature of the North American retail jewelry industry.

Birks Group serves individual consumers seeking luxury jewelry, timepieces and gifts through its retail network and ecommerce channel, while also supplying third party retailers in North America, the European Union and the United Kingdom via its wholesale division. The company’s retail customers include individuals purchasing for personal use, gifts and special occasions such as engagements, weddings and anniversaries. Birks Group does not disclose specific customer names in the filing.