Canada Goose (clothing)
| File:Canada Goose logo.svg Canada Goose logo | |
| Company type | Public |
|---|---|
| Industry | Apparel, luxury goods |
| Predecessor | Metro Sportswear Ltd., Snow Goose |
| Founded | January 1, 1957 in Toronto, Canada |
| Founder | Sam Tick |
| Headquarters | Toronto , Canada |
Key people | Dani Reiss (CEO), Haider Ackermann (Creative Director) |
| Products | Outerwear, parkas, knitwear, hats, gloves, footwear |
Number of employees | 1700+ |
| Website | www |
Canada Goose Holdings Inc. is a Canadian holding company that focuses on producing luxury winter clothing. Established in 1957 by Sam Tick under the name Metro Sportswear Ltd., the enterprise has evolved into a distinguished label recognized for premium outerwear and knitwear.
History
The origins of Canada Goose trace back to 1957 when Polish-Jewish immigrant Sam Tick launched Metro Sportswear. Initially, the company manufactured wool vests, raincoats, and snowsuits. In 1972, Tick’s son-in-law, David Reiss, joined the firm and introduced a down-filling machine that enhanced the efficiency of winter jacket production.
By the late 1970s, Metro Sportswear was supplying parkas under the Snow Goose brand to public sector employees and licensing designs to prominent apparel companies such as L.L. Bean and Eddie Bauer. David Reiss assumed the role of CEO in 1982, acquired controlling interest in 1985, and rebranded the company as Snow Goose.
In 1997, David’s son Dani Reiss entered the business in a sales capacity. By 2000, he spearheaded the transition from Snow Goose to Canada Goose and became CEO in 2001. Under Dani Reiss’s direction, the company shifted its emphasis from private label manufacturing to direct-to-consumer products. This strategic pivot resulted in revenue growth from approximately $3 million in 1991 to nearly $17.5 million by 2008.
21st century
Canada Goose expanded its international presence in 2010 by opening a European office located in Stockholm, Sweden. The company broadened its manufacturing operations by acquiring a facility in Winnipeg, Manitoba, in 2011 and moved production to a larger plant in 2013 to meet increasing demand for luxury parkas among younger Canadian consumers.
In January 2012, Canada Goose filed a trademark infringement suit against International Clothiers for alleged logo imitation and unfair marketing practices involving foreign-made jackets resembling Canada Goose products. This legal matter was resolved by November of that year.
December 2013 marked a significant milestone when private equity firm Bain Capital purchased a 70% stake in Canada Goose at a valuation of $250 million, with assurances to preserve Canadian manufacturing. At this point, the company employed roughly 1,000 workers and had established new factories in both Toronto and Winnipeg. By December 2014, Canada Goose inaugurated a showroom and sales office in New York City. Sales revenues escalated dramatically from $3 million in 2001 to $200 million by 2014.
In early 2015, Canada Goose acquired an additional manufacturing site in Scarborough and later that year opened another facility in Winnipeg. The brand launched its retail store at Toronto's Yorkdale Shopping Centre towards the end of 2016 and announced plans for an initial public offering (IPO) during the same period, reporting $291 million in revenue and $27 million in profit for that year alongside $278 million in debt. On March 16, 2017, shares of Canada Goose began trading on both the Toronto Stock Exchange and New York Stock Exchange under the ticker symbol GOOS. The IPO raised close to $255 million through the sale of approximately 20 million shares priced near $13 each.
June 2017 saw the debut of Canada Goose’s first manufacturing plant in Quebec located in Boisbriand, spanning 95,000 square feet. In October of that year, the company opened its second flagship store in the United States on Chicago’s prestigious Magnificent Mile. A third factory was inaugurated in Winnipeg in September 2018, increasing local employment to around 1,700 people. Despite geopolitical tensions stemming from Huawei CFO Meng Wanzhou’s detention, Canada Goose expanded into China by launching a store in Beijing in December 2018. In May 2019, the company opened its eighth Canadian production facility—the first one situated in Montreal.
In May 2024, Canada Goose appointed acclaimed designer Haider Ackermann as its inaugural creative director, highlighting a strategic focus on design innovation and brand development.
Products
Canada Goose specializes in manufacturing outerwear and apparel, including items such as coats, parkas, knitwear, hats, gloves, and footwear. Their hallmark parkas are engineered to withstand severe cold conditions and have been utilized by researchers involved with the United States Antarctic Program as well as competitors in dogsled races like the Iditarod and Yukon Quest. In November 2018, Canada Goose broadened its product range by acquiring the bootmaker Baffin, subsequently launching its inaugural footwear line in November 2021.
The brand's iconic emblem displays an Arctic map centered on the North Pole, surrounded by red lettering that reads "CANADA GOOSE" and "ARCTIC PROGRAM," commonly positioned on the upper sleeve of their outerwear. Canada Goose retains complete oversight of its production processes, opting not to outsource or license manufacturing. Every item carries the "Made in Canada" label, with all production facilities situated within Canada.
Counterfeiting
To address counterfeit issues, Canada Goose provides an online platform where customers can authenticate products purchased from various retailers. The company’s jackets are frequent targets of counterfeit operations monitored by Project Chargeback, a joint effort involving the Canadian Anti-Fraud Centre, credit card companies, and financial institutions to oversee online vendor accounts. Since 2011, hologram trademarks have been incorporated into jackets as a security measure to verify authenticity.
In October 2012, Canada Goose secured a legal victory in Sweden against counterfeiters. The Stockholm District Court found five individuals guilty of serious fraud, trademark violations, and customs infractions. Two defendants received imprisonment sentences, and Canada Goose was awarded damages amounting to 701,000 SEK (approximately CAD$105,000).
Sustainability
In 2023, Canada Goose introduced Generations, a platform designed to facilitate the trade and purchase of pre-owned Canada Goose garments, encouraging sustainable consumption and product lifecycle extension.
Environmental and social impact
In 2019, Canada Goose initiated Project Atigi in collaboration with Inuit seamstresses throughout Canada to produce jackets and parkas. The proceeds from this initiative support Inuit Tapiriit Kanatami, a Canadian nonprofit organization.
During the COVID-19 pandemic in March 2020, Canada Goose manufactured 2.5 million units of personal protective equipment (PPE), providing them at cost to both provincial and federal government bodies. Additionally, in June 2020, the company donated 20,000 uniforms to staff at eight Mount Sinai hospitals located in New York.
Treatment of animals
Canada Goose has encountered criticism from animal welfare organizations regarding its use of goose down and coyote fur. In 2015, Animal Justice Canada filed a complaint accusing suppliers of employing cruel trapping methods for coyote fur. In 2017, PETA acquired shares in the company to propose a shareholder resolution urging an end to the use of fur and feathers.
By April 2020, Canada Goose announced intentions to source all fur exclusively from reclaimed coyote pelts by 2022. This commitment was later updated in June 2021 to completely phase out fur usage by that year. Nonetheless, as of October 2024, certain products still contain fur elements. Following this fur-free pledge, PETA paused its international campaign against the brand but continues to oppose the use of goose down.
In November 2021, Canada Goose earned certification under the Responsible Down Standard, which guarantees that feathers come from farms adhering to animal welfare criteria established by the Environmental and Ethical Certification Institute.
In popular culture
Canada Goose has strategically utilized product placement to increase its brand exposure. The company’s jackets have been featured in movies, starting with The Day After Tomorrow. In 2013, American model Kate Upton appeared on the cover of the Sports Illustrated Swimsuit edition wearing a Canada Goose parka, significantly raising the brand’s recognition. This particular cover was subsequently spoofed by rival Moose Knuckles, underscoring the competitive dynamics within the Canadian outerwear market.
In 2016, rapper Lil Uzi Vert released a mixtape that included a song entitled "Canadian Goose," illustrating the brand’s penetration into popular culture.
Athletes have also served as promoters of Canada Goose products. Notably, during David Ortiz’s final visit to Toronto in the 2016 MLB season as Boston Red Sox designated hitter, Toronto Blue Jays players José Bautista and Edwin Encarnación gifted Ortiz with personalized Canada Goose jackets, each valued at approximately US$1,000.
In response to the COVID-19 crisis in 2020, actor Ryan Reynolds collaborated with Canada Goose to donate parkas to 300 students in Arctic Bay, Nunavut, reflecting the company’s commitment to community support and corporate social responsibility.