After expanding its online efforts with an e-commerce push into the U.S. last fall and its first pop-up shop at Sundance in January, luxury outerwear company Canada Goose said it is opening two stores this fall.
Described by Dani Reiss, president and chief executive officer, as a “new chapter” for the Canadian company, one store is planned for 101 Wooster Street in New York’s SoHo while the other unit is set to open in the Yorkdale Shopping Centre in Toronto.
SoHo is considered a top shopping destination, and notable brands in the neighborhood include Chanel, Prada, Armani, Uniqlo, Adidas Originals, Apple and Marc Jacobs, as well as numerous boutique merchants.
The Yorkdale Shopping Centre is Canada’s fourth-largest mall with 1.7 million square feet. It has more than 250 stores, and more than 80 fashion apparel and luxury retailers, which include Armani Exchange, Burberry, Holt Renfrew, Coach, Kit and Ace, Moncler and Ted Baker.
“Having a store is important for brands, and for Canada Goose it’s really the next step in our evolution,” Reiss told WWD. Reiss described the e-commerce business, announced last summer and initiated last fall, as “very successful” — and he added that the stores will serve “as a foundation for the brand.” And although the company did not release sales figures, it noted that revenues have increased 450 percent in the past five years.
Reiss said he sees the stores as a key element in telling the story of the Canada Goose brand. “We have a long and storied history,” Reiss said. “And we’re more than just a label. Our products are best in class, and our stores will communicate that heritage and story.”
The company said shoppers will be offered full assortments “of every seasonal collection with the largest variety of colors and sizes anywhere in the world, enabling consumers to find the perfect product for any adventure they seek or element they face.” The stores will also showcase “special collaborations” as well as exclusives.
Reiss said the openings have been a long-desired dream, and described Canada Goose as a “point of origin product” for many consumers — one that also resonates with shoppers who demand authenticity. “We have a long history, and we don’t need to make it up. We are the real thing, and the real deal.”
The company said that the Canada Goose brand is “equally at home on the fashionable city streets of Paris and Milan as on scientists working in Antarctica.” The company noted its popularity with “film crews, athletes and adventurers alike.” And the company said the new stores “will capture the spirit of Canada Goose, weaving together its Arctic heritage with modern innovation in an experiential environment.”
The footprints for the stores is planned for more than 4,000 square feet and will be designed in a way to invite shoppers to “explore the company’s rich heritage and unique culture through the curated exhibition of vintage designs such as the Snow Mantra first worn by industrial workers facing punishing wind and cold, as well as innovative new styles including its award-winning HyBridge Lite collection.”
The company also said it was committed to providing top-notch service. And to achieve that, Canada Goose said it developed an “in-depth brand immersion program” that transforms employees into “brand ambassadors” via experiential learning.