One of the most important Canadian land border duty free stores has gotten a new lease on life, as The Duty Free at Peace Bridge celebrated its grand opening on October 15.
The business came under new ownership on June 1, 2026, after the previous operation closed on May 31.
New owner Justin Guay, who operates three land-border duty free stores in Quebec through his family business, IGL Duty Free, brought in two well-known Canadian duty free leaders, Sherri Gidney, General Manager, and Chuck Loewen, a former general manager of Peace Bridge Duty Free, who has returned as a senior adviser, to operate what was once one of the leading duty free border stores.
Together, the team brings decades of experience in the duty free industry, along with an understanding of the role the business can play in the local economy. Since taking over, the new owners have restocked the store, improved facilities and introduced new services.
According to an article in the Fort Erie Observer, Loewen said that the occasion was particularly meaningful for him. He and his wife were there when the current building opened approximately 30 years ago, and he became its first general manager.
During his remarks, the Fort Erie Observer article said that Loewen also reflected on the partnerships that helped establish the business as an important part of the border plaza. Working with the Peace Bridge Authority and the Town of Fort Erie, the operation helped secure the municipal road now known as Duty Free Way, along with highway signage directing travelers to the store.
Gidney said the goal is to offer a broader product selection, convenient service and a comfortable place for travelers to stop before continuing their journeys.
The company is also working toward introducing online ordering with convenient pickup. The dutyfree.ca website, acquired as part of the tender process, is expected to be redeveloped to support brand awareness and services such as click-and-collect.
Montreal-based marketing agency Haus of Park has been engaged to help develop the store’s branding, messaging and marketing approach. Plans also include promotional campaigns aimed at American football fans and other travelers, with promotions planned through the Christmas season.
The new owners are also drawing on experience from their Quebec locations. IGL received the Frontier Award for DFNI Border, Downtown or Non-Airport Retailer of the Year in 2022, recognition the team hopes to build on in Fort Erie.
Their goal is to bring the same emphasis on service, quality and customer experience to the Peace Bridge location.
Changing border travel
The reopening comes as cross-border travel patterns have been affected by political tensions between Canada and the United States.
Nevertheless, the new owners remain optimistic about the future of cross-border travel and the longstanding relationship between Fort Erie and Buffalo.
Rather than focusing on the past, the team is concentrating on the location’s future.
For Guay, that future includes building a business that serves travelers while contributing positively to the community where it operates.
With its expanded retail offering, restaurant, plans for additional local jobs, and a renewed focus on customer service, the new ownership hopes The Duty Free at Peace Bridge will once again become a destination for travelers and a business that Fort Erie can be proud of for years to come.
“There is no reason that The Duty Free at Peace Bridge cannot become the number one border duty free store in Canada,” notes Gidney.
