Birks Group is a Canadian luxury jewelry and timepiece retailer operating 32 stores, primarily under the Maison Birks banner. The company sells third-party luxury watches and both proprietary and third-party fine jewelry through flagship locations and luxury malls in major Canadian cities. Physical retail serves as the primary distribution channel for the business. The sales mix is led by timepieces, featuring brands such as Rolex, Patek Philippe, and Omega, followed by jewelry and repair services. Birks Group designs nearly half of its jewelry offerings in-house to support product differentiation and improve margins. The business model involves purchasing inventory from third-party suppliers and reselling it at a retail markup. Birks Group maintains significant supplier concentration, as a single watch supplier accounts for a meaningful portion of total sales. Operations are highly seasonal, and the holiday period generates about one-third of annual revenue. To drive growth, Birks Group is expanding its store network through acquisitions, such as European Boutique, and increasing its proportion of internally designed jewelry. The company also operates several single-brand boutiques for major watch houses and manages a gold exchange program alongside its e-commerce platform.