Canada Goose (clothing)
|Headquarters||Toronto, Ontario, Canada|
|Online, Retail stores: Chicago, New York, Toronto, Calgary, Tokyo, Boston|
|Dani Reiss, President & CEO|
Toronto, Ontario, Canada|
Winnipeg, Manitoba, Canada
|Revenue||C$<300 million (2015)|
|Owner||Bain Capital and others|
Number of employees
Canada Goose Inc. is a Canadian manufacturer of outwear apparel. The company was founded in 1957 by Sam Tick, under the name Metro Sportswear Ltd. Canada Goose manufactures a wide range of jackets, parkas, vests, hats, gloves, shells and other apparel.
In 1957, Polish immigrant Sam Tick founded Metro Sportswear Ltd. in a small warehouse after spending years working as a cutter in other factories. Metro made woolen vests, raincoats, snowmobile suits, and other functional outerwear before creating down-filled jackets in the early 1970s. In 1972, Tick's son-in-law, David Reiss, joined the company and eventually became CEO. Metro mainly focused on manufacturing custom down-filled coats and heavy-duty parkas for the Canadian Rangers, city police departments, the Ontario Provincial Police, municipal workers, the Ministry of Environment, and the Ministry of Correctional Services.
In the early 1980s, Metro Sportswear expanded to 50 employees. In 1985, David Reiss, Sam Tick's son-in-law, acquired a majority equity stake in the company. In 1985, the company began to produce apparel under its own "Snow Goose" brand. In the early 1990s, Metro began selling its products in Europe, where the Snow Goose name was already in use, so Metro sold its European products under the name Canada Goose.
David Reiss' son Dani Reiss joined the company in 1997. In 2001, when Dani succeeded his father as CEO, Canada Goose generated around $3 million in annual revenue, largely through licensing its designs to other companies in the industry. Under Dani Reiss' leadership, the company discontinued its private label operations and continued to manufacture only in Canada rather than outsourcing to Asia where labor costs were much lower. The business expanded in the mid-1990s and revenues increased from roughly $3 million in 1991 to roughly $17.5 million in 2008, reflecting increased sales of Canada Goose products in Scandinavia since 1998, and in Canada around 2008.
Canada Goose began to expand internationally and in 2010 it opened an office in Stockholm, Sweden for its European operations. In 2011, Canada Goose acquired a new plant in Winnipeg, Manitoba, Canada. As global growth continued, Canada Goose moved its Winnipeg operations into a larger facility in 2013. The Canadian Marketing Association named Reiss as its marketer of the year in 2013.
In December 2013, Boston-based private equity firm Bain Capital acquired a 70% equity stake in Canada Goose at a $250 million valuation. The deal included a commitment to keep manufacturing in Canada. Canada Goose also acquired a factory in the former city of York in Toronto formerly owned by ACCO Brands' Hilroy stationery.
In December 2014, Canada Goose opened a showroom and an office in New York City. In January 2015, Canada Goose acquired a second manufacturing facility in Scarborough from a contractor. In November 2015, Canada Goose opened a second factory in Winnipeg significantly increasing its manufacturing capacity. That year the company revenue was reported to be about $200 million, including warm-weather countries such as India and the Middle East. In late 2016, Canada Goose opened a store in Toronto's Yorkdale Shopping Centre.
The company announced preparations in November 2016 for an initial public offering, reporting that it generated $291 million in revenue and $27 million in profit in 2016 and had $278 million in debt. On March 16, 2017, shares of the company began trading on the Toronto Stock Exchange and New York Stock Exchange. In October 2017, Canada Goose opened its second United States flagship store in Chicago. The 10,000 square-foot store is located on the famous Magnificent Mile shopping area.
In popular culture
The jackets have been worn in several films. American model Kate Upton appeared on the cover of the 2013 Sports Illustrated Swimsuit edition in a bikini bottom and a Canada Goose parka. Product placement with celebrities was part of the marketing strategy when it went international in 2010.
Canada Goose even uses professional athletes to promote its products. During Boston Red Sox designated hitter David Ortiz's final trip to Toronto during the 2016 Major League Baseball season, Toronto Blue Jays players José Bautista and Edwin Encarnación each gave Ortiz a custom-made Canada Goose jacket, valued at US$1000.
Sponsorships and corporate responsibility
Canada Goose products are also worn by researchers and workers in remote, cold-weather regions. Canada Goose (and Carhartt) supply parkas for participants in the United States Antarctic Program (USAP).
Canada Goose is involved in several environmental and social initiatives, including The Conservation Alliance and Polar Bears International (PBI). As part of its support to PBI, Canada Goose created a custom line of PBI products, including an aviator hat, Expedition Parka and Chilliwack Bomber; $25 from all PBI sales are donated to the non-profit organization devoted to preserving the habitat of polar bears around the world through research and education.
Canada Goose runs a Canada Goose Resource Centre program that offers fabric and materials to Northern Canadians free of charge: Pond Inlet, Iqaluit, Rankin Inlet, and Kuujjuaq. Established in partnership with the North West Company and First Air in 2009, the Canada Goose Resource Centres provide local sewers with free fabrics, buttons, zippers, and other supplies to support the traditional practice in Northern Canada of making jackets and clothing for members of the community.
Moncler with €1bn in turnover and 80% of their business linked to Down products is seen as a key rival. In January 2012, Canada Goose launched a lawsuit against International Clothiers in the Federal Court of Canada for trademark infringement. Canada Goose alleged International Clothiers of intentionally designing a logo and positioning it on jackets to mimic the Canada Goose Arctic Program trademark. The International Clothiers product lines in question were the foreign-manufactured Canada Weather Gear and Super Triple Goose. Canada Goose claimed that unfair business practices were used including publishing print advertisements to promote the jackets as Canada Goose products. A settlement was reached in November 2012.
Fake Canada Goose jackets are often sold online through counterfeit websites. Instead of duck down, counterfeits use an insulation called "feather mulch", which is a less effective insulator. In addition, the counterfeit logo patch is often poorly sewn, in contrast to its genuine counterpart where the maple leaves are produced in fine detail. To combat this issue, Canada Goose created a web page enlisting the public's help. In 2011, Canada Goose began sewing hologram trademarks into its jackets as proof of authenticity.
In October 2012, Canada Goose won a legal battle against counterfeiters in Sweden. The District Court of Stockholm found five individuals guilty of felony fraud, trademark infringement, and customs offenses. The Court sentenced two of the defendants to serve time in prison and also awarded Canada Goose damages of 701,000 SEK (approximately CAD$105,000).
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- Trevor Melanson, "Kate Upton rocks Canada Goose for Sports Illustrated swimsuit edition". Canadian Business, Feb 14, 2013
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- "Member List". The Conservation Alliance. Retrieved 17 September 2011.
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- "Canada Goose wins $105K in Swedish counterfeit case". CBC News. 23 October 2012. Retrieved 20 November 2012.
- Marotte, Bertrand (23 October 2012). "Trendy jacket maker Canada Goose claims win in knockoff battle". The Globe and Mail. Retrieved 20 November 2012.