Structube makes room to stretch out Furniture, home goods chain officially opens new, much larger southwest Winnipeg location By: Gabrielle Piché Posted: 8:25 PM CDT Friday, May. 2, 2025

Tony Dare got his wish: three walls of pillows, vases and other home accessories.

Up until recently, the Structube manager kept such items to a corner. But the Winnipeg furniture store has nearly quadrupled its space and is now the biggest of its kind. Three walls of pillows became reasonable.

“I guess my dream came true,” Dare said with a laugh, standing inside the new 60,000-square-foot structure.

He started with the company 13 years ago, when the chain’s local location was an 8,000-sq.-ft. shop in Seasons of Tuxedo. Two years in, Dare became manager; he oversaw a doubling of the floor plan and staff.

Then Structube began building megastores spanning at least 50,000 sq. ft.

Dare joked with corporate leads to add Winnipeg to the list. On Saturday, the local outpost is holding its megastore grand opening.

“The (Winnipeg) business continued to grow,” said Brad Suga, Structube vice-president of sales and operations. “It just made sense.”

Couches of the same make but different colours are displayed on three-storey shelving. The former location — a short walk away, near Ikea — didn’t have enough room to showcase all the items Structube sells, Dare said.

The Quebec-based company has grown its stock over the past decade. Often, Winnipeg customers would see one version of an item in-store but need to search online for other variations. It was a hassle, Dare said.

The expansion allows for more day of, take-home sales, he added.

He learned Structube would build a Winnipeg megastore — its biggest yet — about two years ago. Construction at 560 Sterling Lyon Pkwy. began in November.

He and Suga wouldn’t divulge the site’s price tag.

“It’s quite an investment,” Suga said. “We’re … confident in Manitoba and the city of Winnipeg.”

And there aren’t any other Structubes in Manitoba. Seventy-five shops dot the country; around seven are mega-sized.

Prices and quality draw customers, Suga said. People have been entering the new store over the past two months as staff unveiled the hub in pieces, cordoning off construction zones.

Over the course of construction, a trade war between Canada and the United States has erupted. Structube hasn’t been hurt, Suga said — the company buys its products overseas in Asia.

“We’re affected by our customers, because they’re a little bit tighter in the wallet,” he said, adding patrons still come and get “value for (their) money.”

Being near Ikea — which has a 395,000-sq.-ft. facility — is helpful, Suga noted: “It brings people in with a mindset of looking for furniture, accessories and lighting.”

The southwest Winnipeg area has exploded with new businesses over the past decade, boosting walk-in traffic, Dare added.

Ken Smart was among the shoppers to wander in Friday. He and Kay Smart eyed Structube from the street and decided to browse; Bass Pro Shops, a neighbour, was next on the list.

“Nice open concept,” Smart approved, looking around the megastore.

Shoppers may be more frugal given the trade war environment and uncertainty, noted Divya Ramachandran, a University of Manitoba marketing professor.

However, there’s a constant stream of people moving, and home upgrades will keep happening, she continued.

“A certain set of people … will make these purchases regardless of the tariffs,” Ramachandran said, adding customers might look for Canadian-made items.

Structube’s Winnipeg location has 14 staff. It’s hiring a handful more for customer service and sales, Dare said, adding he believes the roles are needed to meet demand.

gabrielle.piche@winnipegfreepress.com