OTTAWA, ONTARIO--(Marketwired - April 4, 2016) -

Note to editors: Four images are included with this press release on Marketwired's website.

Giant Tiger Stores Limited, Canada's leading discount retailer, is excited to announce the official launch of its new women's wear brands - Lily Morgan™, myStyle™ and the updated ACX Active™. Now available at Giant Tiger stores across Canada, these exclusive brands deliver on customer needs with an impressive combination of great fit and on-trend fashion, all at an exceptional value.

"At Giant Tiger we listen to our customers and the introduction of our exclusive women's wear brands is a perfect example of this," said Thomas Haig, President and COO, Giant Tiger. "Our core shopper is a budget and time-conscious woman who asked for a simplified shopping experience. We responded by streamlining our women's wear assortment to three occasion-based brands and by redesigning the department layout accordingly. The new layout creates a full 360 degree shopping experience," added Haig. "Now our shopper can find exactly what she wants and needs quickly - no need to sacrifice style for price or time."

Giant Tiger's new brands are inspired by its primary customer and her day-to-day life. From social gatherings, to work and errands, to taking care of herself; Lily Morgan, mySTYLE and ACX Active have her looking stylish wherever life takes her, all at an affordable price.

"Every woman deserves to look and feel beautiful - no matter her budget," said Karen Sterling, VP Marketing, Giant Tiger. "Lily Morgan, mySTYLE and ACX Active provide our customers with stunning collections that are on-trend, fit well and won't stretch her wallet. We've created brands that are for her, for less, and make her feel fabulous."

At Giant Tiger style is not restricted by size. All three brands are available in plus size and have been adapted to fit her curves making the woman who wears each collection feel confident and beautiful.

In choosing the assortment for each brand's collections, Brian Hession, VP Softgoods and Footwear and his team focused on spring and summer's hottest trends and adapted them to reflect Giant Tiger's core customer. Pricing for the three exclusive brands range from an average of $3.50 to $30.

About Lily Morgan

For today's busy woman who wants a fun stylish look and a great fit, Lily Morgan offers on-trend fashion that makes her feel confident and modern and never costs too much.

Lily Morgan's spring and summer assortments include three essential collections:

  • Summer Chic is sexy and sophisticated with a strong black and white focus accented with bright shades of red, royal and jade. Prints are an important element, focusing on clean monotones in animals, abstracts and florals.

  • La Boheme is Lily Morgan's 70's Bohemian inspired collection. Ecru reigns, with black as a close second, Indigo, papaya and cinnamon complete the palette. Peasant tops and skirts, loose fit printed pants, bohemian dresses and rompers are key items for the collection.

  • Inspired by the tropics, the Tropical collection is exotic and features shades of sun yellow, neon mango and sea breeze. Large tropical florals are the main call out for prints.

About mySTYLE

For today's busy woman who wants to look and feel great without spending a fortune, mySTYLE offers comfortable casual essentials with a great fit that keeps her looking up-to-date every day.

mySTYLE offers three key collections for her spring and summer wardrobe:

  • Cool Comfort is the anchor collection for everyday casual. It is denim focused with soft pinks and blues that work with khaki and sand. Heather knits, tie-dyes and ditsy prints are fundamental elements.
  • Bold and bright, crisp and clean the Seaside collection takes its inspiration from the sea. Poppy red, citron yellow and sea blue make a striking contrast when paired with white or dark rinse denim.
  • The Summer Fest collection offers festival inspired looks in spicy tones of sunset orange, saffron yellow, paprika and soft teal pair with bleach and distressed denim or neutral cargos. Mystic and navaho prints are also essentials to the festival trend.

About ACX Active

From leisure to lounging to exercising, ACX Active is stylish athleisure wear that keeps up with her fast-paced life.

  • Inspired by current trends in athleisure fashion, ACX Active's key spring and summer items include print leggings, capri leggings, bra tanks and the hottest athleisure item, the tennis-inspired skort.
  • Giant Tiger customers will see a constant evolution and newness in the ACX Active assortment as fabric, prints and colours will be updated monthly. Mesh details and placement prints are currently in store.

For more information on Giant Tiger's exclusive brands please visit

About Giant Tiger

Giant Tiger is the leading Canadian owned family discount store, committed to providing on trend family fashions, groceries, and everyday needs. Established in 1961 in Ottawa's Byward Market, the privately held company has over 200 locations across Canada and employs over 7,000 team members. All Giant Tiger locations are locally owned or operated by a team member who knows the community. The friendly local stores with the iconic yellow logo are not only where Canadians shop more and spend less, but they also help bring communities together.

For more information on Giant Tiger, please visit

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Contact Information:

For media inquiries contact:
Sara Chesiuk, Manager, Communications
613-521-8222 ext. 2873