The reborn EB Games chain has opened a new-concept store in Montreal.

The new store is located in the Cours-Mont Royal district. The outlet is the first EB Games location to open since Stephan Tétrault, a prominent French-Canadian entrepreneur, acquired video games retailer GameStop Canada from GameStop Global Holdings in June.

The store was designed as an immersive destination under what the retailer has labelled as EBX, bringing together video games, trading cards, collectibles, and accessories in a modern setting focused on discovery, hands-on trial, and community. At the core of the space, EBX serves as an in-store event hub where partner brands, including Nintendo, Pokémon and other major names, will host exclusive activations, live demos, mini-events, and first-to-market launches.

“This new location was born from the desire to bring back a beloved brand and a unique in-store experience. Our goal is to turn every visit into a moment to remember, not just a shopping trip,” said Tétrault, the CEO of EB Games/GameStop Canada. “This store embodies our vision: a place where fans come together to discover, connect, and celebrate their passions.”

The acquisition signalled a fresh start for the retailer, which has returned to its roots by rebranding under the previously used name of EB Games Canada. The rebrand aims to reignite nostalgia among Canadian gamers while modernizing the retail experience for today’s gaming and pop culture communities, the company said previously.

Tétrault is known for his long-standing presence in the collectibles and entertainment industry. He is the founder of Imports Dragon, a toy manufacturer based in the Montreal area. He is also the co-owner of American action-figure maker McFarlane Toys, founded by Canadian entrepreneur Todd McFarlane, and in March became a partner at Canadian toy store operator Mastermind Toys.

Altogether, 185 stores across Canada now bear the EB Games brand. The retailer is a market leader in video games, pop-culture toys and collectibles.