The Truck

At the beginning of 2020 and in the middle of planning for In Pursuit Season 8.0, we quickly realized Covid-19 wasn't about to go away any time soon and our entire business model and marketing strategy was about to be disrupted.

One of the special features of the truck was the closeness. It provided an intimate space for strangers to become instant friends and cheerleaders of others who were shopping at the same time; buying a gift or trying on something new. The fast kinship meant every day was magic and it was something we thrived on.

The pandemic meant we were required by the provincial government to remain a minimum of 6 feet away from anyone and everyone not in our personal bubble.

There was only one clear answer that made sense. You pivot.

We decided that while the pandemic needed to take its time to figure itself out, and since we weren't willing to give up the In Pursuit dream just yet, we would move into a traditional bricks & mortar storefront just down the street from where the truck could often be found. Through our network of incredible entrepreneurs and lady-bosses who came before us, the most charming boutique space was about to hit the market and weeks later we had signed the paperwork and were moving in.

After a few dozen coats of hot pink paint, we were feeling more like ourselves and ready to brave this new business with our doors open and masks on. In Pursuit World Headquarters officially opened at 101 Prince William Street on June 19th, 2020. 

One of the most frequent questions we're asked is about the future of the big pink truck. We're happy to report she's enjoying a well deserved beauty rest but she'll be back on the road again before you know it.

Life's an adventure and although we've experienced more than our fair share of bumps and twists and turns along the road, we are definitely still enjoying the ride!