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CANADIAN INDUSTRY ONLINE - FEB/MAR 2013
able.”
However, one aspect of the
Canada Goose legacy that is going to
continue to evolve is the ability of the
company to tell its story. “We’re now
telling the stories about Canada Goose
that we never did before. We’re not
just a small family business anymore—
though those roots are extremely im-
portant to us.”
The company has added staff and
product lines in the last few years, and
has also been focusing on promoting
women’s products. Currently, about 50
per cent of the company’s sales are to
women. “We were traditionally known
as a men’s company, and now we’re
focusing more on women’s fit, and our
women’s lines of jackets,” Reiss says.
In the coming years, Canada
Goose will venture further into the
global market—expanding in markets
the company has already had success
in, and adding new ones. However,
Canada Goose understands as a com-
pany that part of success is learning
from innovation—part of which can be
failure. “We are very careful with our
products because we want to be best in
class. We won’t keep a product line if
it doesn’t work, we’ll scrap the prod-
uct all together. And we don’t want to
enter a product category where we’re
number 10 out of 100 brands, we want
to be the best,” Reiss concludes.
And as a company that has
stayed true to its Canadian roots since
1957,
Canada Goose will continue to
innovate and evolve (and be number
one) in an market where quality is
king, and cold weather is inevitable.
“
We
are very careful
with our products because
we want to be best in class. We
won’t keep a product line if it doesn’t
work, we’ll scrap the product all to-
gether—we don’t want to enter a prod-
uct category where we’re number
10
out of 100 brands, we want
to be the best”
