Montreal Mini-Storage of Canada Makes Women a Priority

The company’s women executives at the grand opening, including the five who designed the facility (from left: Alida Wu, director general Helene Veilleux, Tonia Assaf, Margaux Chetrit, Andrea Lafrechoux and Serena Miscione)

The self-storage industry has undergone a demographic transformation, with women representing 65% of all renters, fundamentally reshaping development and operation strategies. With that in mind, Montreal Mini-Storage (MMS) opened what it describes as the first self-storage facility in Canada that’s designed “for women and by women.”

The 80,000-square-foot property is in Montreal’s Ahuntsic-Cartierville neighborhood. Five female MMS executives led the project: Tonia Assaf, project manager; Margaux Chetrit, director of business development; Andrea Lafrechoux, director of real estate; Serena Miscione, leasing specialist; and Alida Wu, senior financial analyst. The team came up with the idea for a female-focused facility after recognizing that self-storage spaces have long relied on a utilitarian, one-size-fits-all design approach.

Montreal Mini-Storage in Quebec, Canada

“We saw an opportunity to innovate and create a facility that speaks to the needs, preferences and experiences of women,” Lafrechoux says. “At Montreal Mini-Storage, we’ve always believed that real estate—especially self-storage—should evolve alongside the communities it serves. Women today are not only homeowners and entrepreneurs but decision-makers in every sense.”

The project team even came together organically. “Every aspect of this project, from the inside out, was infused with perspectives that are often underrepresented in the real estate and development world,” Chetrit says. “These talented women brought not only exceptional skill but also a deep understanding of what would resonate with female users, from intuitive layouts to details that foster comfort and security. The collaboration was seamless and inspiring, grounded in shared values and a passion for creating something that had never been done in the Canadian self-storage industry before.”

A Focus on Features

Many of the security features at MMS, such as 24/7 access control, cameras and well-lit corridors, are standard across the company’s portfolio. However, this site goes a step further to cater to the needs of its female customers. For example, wide-angle corner mirrors were installed in common areas, so women can maintain awareness of their surroundings, Chetrit notes.

Montreal Mini-Storage in Quebec, Canada

Also, customers can choose to take advantage of the by-appointment, chaperoned move-in and move-out service. Most notably, female clients pay 82 cents on the dollar for unit rentals to mirror Canada’s average wage gap between women and men.

“These are simple but powerful measures that make a difference,” Lafrechoux says. “We remain committed to evolving and adding features wherever we see interest and demand.”

As a bonus, the facility’s exterior features a one-of-a-kind mural by local artist Amelia Haddouchi, who’s known for her vibrant and empowering style. The art symbolizes creativity, resilience and community. In fact, murals have become a fixture at several MMS facilities, Lafrechoux says. They aim to turn functional self-storage buildings “into culturally relevant and visually striking landmarks,” she adds.

“In a city as creative and vibrant as Montreal, public art allows us to participate in the local narrative in an authentic way. Our murals embellish our projects and make them recognizable across the Montreal landscape,” Lafrechoux says.

Beyond Storage

In addition to creating a facility tailored to women, MMS supports local female entrepreneurs with a dedicated shared workspace on the property called ClickSpace, which provides the e-commerce industry with a place to work. The company launched the collaborative workspace to fill the local gender gap in the traditional entrepreneurial ecosystem. Its partnership with the Scotiabank Women Initiative, which benefits businesses owned and led by women, has helped ClickSpace grow into a thriving community, Lafrechoux says.

Building on momentum from ClickSpace, MMS introduced Ladies Who Launch, a recurring series of events that highlight female founders and offer opportunities for networking, mentorship and visibility. The self-storage operator also supports Shelter Movers, a Canadian volunteer-powered nonprofit that provides free moving and storage services to women and families who are escaping abusive situations.

The company’s work in the community extends beyond female-focused efforts, though. MMS teamed up with Crown Movers and Café Olimpico during past holidays for a toy drive to benefit Montreal Children’s Hospital. In addition, when massive flooding hit Quebec in 2024, the company provided free storage to affected families.

“In an industry where clients often turn to us during moments of crisis, we believe that to do well is to do good and we’re committed to leading with purpose,” Lafrechoux says.

Setting the Bar

As for the new female-oriented facility on Montreal’s Sauvé Street West, Chetrit says it’s a test project that promises to influence future self-storage facilities. “It sets the bar for what we believe self-storage can and should be,” she adds. “In many ways, it reflects our core standard in terms of quality, security, customer service and innovation; and you can see it in practice already at any of our properties, But it also represents our ambitions as a company. It’s a pilot project, part of our broader strategy to test new ideas and create solutions with and for our community.”

Though MMS views every location as an opportunity to adapt and improve, not all future properties will be designed solely with women in mind, Chetrit notes. Rather, “this project has laid the foundation for how we will approach inclusivity, design thinking and customer experience moving forward,” she says.“Our growth strategy is rooted in three pillars: community connection, sustainable development and design innovation. We’re not just building storage. We’re building spaces that reflect the evolving needs of our communities,” Lafrechoux says. “Whether for businesses downsizing, families transitioning or entrepreneurs scaling up, storage is a critical part of modern life and we’re here to meet those needs with empathy and excellence.”

John Egan is an Austin, Texas-based freelance writer and content-marketing strategist who specializes in health and wellness, personal finance and real estate. He’s the former editor-in-chief for SpareFoot (now owned by Storable) and the author of “The Stripped-Down Guide to Content Marketing.” His work has been published by outlets such as Bankrate, Experian, Forbes Advisor, Investopedia, Nareit, Urban Land, U.S. News & World Report and Wealth Management. To contact him, visit https://johnegan.net.

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John Egan

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