Canada Goose (clothing)

History

In 1957, Polish-Jewish immigrant Sam Tick founded Metro Sportswear, the company that would later become Canada Goose. The company's first products were wool vests, raincoats, and snowsuits.

By the late 1970s, the company was supplying parkas to police, corrections officers, park rangers, and other public sector workers under the Snow Goose brand name. It also sold designs to larger apparel manufacturers such as L.L. Bean and Eddie Bauer. In 1982, Reiss succeeded Tick as the company's CEO. In 1985, Reiss acquired a majority stake in the company and changed its name to Snow Goose.

In 1997, David's son Dani Reiss joined the company, initially working in sales. The following year, Dani Reiss took over from his father as CEO of the company.

21st century

In 2010 Canada Goose 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. This growth occurred when the luxury parka market grew significantly, with Canadian luxury apparel brands, including Canada Goose, aggressively marketing their parkas to young Canadians.

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.

In December 2013, US private equity firm Bain Capital acquired a 70 per cent equity stake in Canada Goose at a $250 million valuation. The deal included a commitment to keep manufacturing in Canada. At the time, the company had grown to approximately 1,000 employees and had recently opened new manufacturing plants in Toronto and Winnipeg. In December 2014, Canada Goose opened a showroom and sales office in New York City. From 2001 to 2014, the company's sales revenue had grown from $3 million to $200 million.

In January 2015, Canada Goose acquired a second manufacturing facility in Scarborough and opened a second factory in Winnipeg that November. 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 under the ticker symbol GOOS. The IPO was composed of 20 million shares selling for around $13 per share, and raised approximately $255 million in new revenue.

In June 2017, Canada Goose opened its first manufacturing facility in Quebec, a 95,000 square foot facility in Boisbriand. In October 2017, Canada Goose opened its second United States flagship store on the Magnificent Mile in Chicago.

A third Winnipeg-based Canada Goose manufacturing plant opened in September 2018. This facility brought Canada Goose's employee count in Winnipeg to 1,700 workers. opening in December 2018. In May 2019, the company opened its eighth Canadian production facility and first in Montreal.

In May 2024, Canada Goose appointed Haider Ackermann as its first creative director.

Products

Canada Goose manufactures outerwear and apparel, including coats, parkas, knitwear, hats, gloves and footwear. Its longest-running products are its parkas, which are meant to keep the wearer warm in freezing temperatures. These coats have been worn by researchers in the United States Antarctic Program and in dogsledding events such as the Iditarod and the Yukon Quest In November 2018, the company acquired the bootmaker Baffin. In November 2021, Canada Goose launched its first-ever footwear collection.

The brand is known for its distinctive logo, which resembles an arctic map of the North Pole encircled by red text that reads "CANADA GOOSE" on top and "ARCTIC PROGRAM" along the bottom. This badge is usually placed on the upper arm of a coat or jacket. The company does not outsource its manufacturing or license its brand to other manufacturers, and brands its products as "Made in Canada". Its manufacturing facilities are based in Canada.

Counterfeiting

To combat counterfeiting, Canada Goose has set up a web page that verifies whether Canada Goose goods sold by a particular vendor are authentic or not. Fake Canada Goose Jackets are one of the many counterfeit items being handled by Project Chargeback, a collaboration between the Canadian Anti-Fraud Centre, credit-card companies, and banks, to scrutinize online merchant accounts. In 2011, as an anti-counterfeiting measure, 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 offences. The Court sentenced two of the defendants to prison sentences and awarded Canada Goose damages of 701,000 SEK (approximately CAD$105,000).

Sustainability

In 2023, the company launched Generations, a platform intended to keep its products in circulation by allowing consumers to trade in and purchase previously owned Canada Goose apparel.

Environmental and social impact

In 2019, Canada Goose instituted a program called Project Atigi, through which it has partnered with Inuit seamstresses across Canada to produce jackets and parkas. Proceeds from the sale of this outerwear goes to the Canadian nonprofit organization Inuit Tapiriit Kanatami.

As the COVID-19 pandemic was developing in March 2020, Canada Goose produced 2.5 million PPE units, which were delivered at cost to provincial and federal governments. In June 2020, the company announced it was donating another 20,000 uniforms to personnel at eight Mount Sinai hospitals in New York.

Treatment of animals

Canada Goose has been criticized by animal rights groups and anti-fur advocates for the use of goose down and coyote fur in the construction of its jackets. In 2015, a group called Animal Justice Canada filed a complaint with the Competition Bureau of Canada claiming that the trapping methods used by Canada Goose's coyote fur suppliers were inhumane. In March 2017, PETA bought 230 shares of the company so it could propose a shareholder resolution at Canada Goose's next annual meeting to "ask them to abandon the cruel use of fur and feathers."

In April 2020, the company announced that by 2022, all of the fur in its jackets would be sourced from reclaimed coyote fur already existing within supply chains. In June 2021, Canada Goose amended that plan, announcing it would stop using fur entirely by 2022. As of October 2024, Canada Goose continues to use fur. PETA subsequently suspended its international campaign against Canada Goose, while still urging the manufacturer not to use goose down in its jackets. In November 2021, the company's goods achieved the Responsible Down Standard, a certification that ensures feathers in Canada Goose jackets are sourced, according to certifying body the Environmental and Ethical Certification Institute, from "farms that respect animal welfare".

In popular culture

Canada Goose has used product placement to promote its products. The jackets have been worn in several films, starting with The Day After Tomorrow. American model Kate Upton appeared on the cover of the 2013 Sports Illustrated Swimsuit edition in a bikini bottom and a Canada Goose parka.Trevor Melanson, "Kate Upton rocks Canada Goose for Sports Illustrated swimsuit edition". Canadian Business, Feb 14, 2013 The Sports Illustrated cover was later parodied in an ad for Moose Knuckles, another Canadian appareller and competitor to Canada Goose.

In 2016, rapper Lil Uzi Vert released a mixtape featuring a song titled "Canadian Goose".

Professional athletes have also promoted Canada Goose. 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.

In 2020, amidst the COVID-19 pandemic, actor Ryan Reynolds and Canada Goose donated parkas for 300 students in Arctic Bay, Nunavut.

References

References

1. Debter, Lauren. (May 31, 2019). "The Golden Goose: How Dani Reiss Became A Billionaire Turning Canada Goose Into A Luxury Brand Powerhouse". Forbes.
2. (2017-11-09). "Canada Goose sees half of profits in long term from own stores, e-commerce | CBC News". Cbc.ca.
3. (31 March 2022). "Carrie Baker Promoted to President at Canada Goose".
4. (May 21, 2025). "Canada Goose Holdings Inc. Annual Report (Form 20-F)". U.S. Securities and Exchange Commission.
5. Grant, Jean. (August 8, 2023). "Workspace of the Week: Inside Canada Goose's Museum-Like Waterfront Office in Toronto". Canadian Business.
6. Lorinc, John. (17 October 2012). "The Golden Goose". Profit Guide.
7. Healy, Beth. (March 16, 2017). "With $900 parkas, Bain's Canada Goose goes public". Boston Globe.
8. Gajo, Patricia. (November 18, 2012). "Dani Reiss of Canada Goose". Nuvo.
9. Sorge, Melissa. (January 29, 2019). "Canada Goose: A Window to the Arctic". Vue NJ.
10. Syme, Rachel. (February 16, 2017). "The Rise of Canada Goose's Hollywood-Friendly Coats".
11. "ESQwire.com".
12. Shaw, Hollie. (3 June 2010). "Canada Goose opens European headquarters in Sweden". Financial Post.
13. Chippeway, Darrell. (6 January 2011). "Canada Goose buys city firm". Winnipeg Free Press.
14. Cash, Martin. (10 April 2013). "Canada Goose moves into bigger plant in Winnipeg". Winnipeg Free Press.
15. Haynes, Megan. (2018-09-28). "Enter the Parka Wars » strategy". Strategyonline.ca.
16. (22 February 2012). "Canada Goose sues competitor over alleged replicas". CBC News.
17. Henderson, Peter. (23 February 2012). "Canada Goose sues rival International Clothiers over winter parka 'rip off'". National Post.
18. (7 November 2012). "Canada Goose settles jacket patent suit with retailer". CBC News.
19. Gelles, David, [https://dealbook.nytimes.com/2013/12/10/canada-goose-sells-majority-stake-to-bain-capital "Canada Goose Sells Majority Stake to Bain Capital"], ''The New York Times'', December 10, 2013.
20. Deveau, Scott. (2017-02-15). "Canada Goose Files for IPO in New York and Toronto". Bloomberg.com.
21. (December 10, 2013). "Canada Goose sells a majority stake – with a made-in-Canada guarantee". The Globe and Mail.
22. Gelles, David. (December 10, 2013). "Canada Goose Sells Majority Stake to Bain Capital". New York Times.
23. Stock, Kyle. (December 9, 2014). "How Wall Street Puffed Up Sales of $800 Down Parkas". Bloomberg.
24. Hunstig, Maria. (December 5, 2014). "Canada Goose opens sales office in New York City". THe Spinoff.
25. Green, Dennis. (February 15, 2017). "How a 60-year-old Canadian sportswear manufacturer convinced regular people to wear $900 arctic parkas". Business Insider.
26. (January 13, 2015). "Canada Goose acquires 2nd manufacturing plant in Toronto". CBC News.
27. "Poised for expansion, Canada Goose opens 2nd Winnipeg factory". www.cbc.ca.
28. Kopun, Francine. (November 10, 2016). "Is Canada Goose ready to fly on the stock market?". Toronto Star.
29. Ori, Ryan. (April 13, 2016). "Parka Hyatt? Canada Goose plans store in Mag Mile hotel". Chicago Tribune.
30. [https://www.thestar.com/business/2016/11/10/is-canada-goose-ready-to-fly-on-the-stock-market.html "Is Canada Goose ready to fly on the stock market?"]. ''Toronto Star'', November 10, 2016, page B1.
31. Matthew Zeitlin, [https://www.cnbc.com/2017/02/16/here-are-7-things-we-learned-about-canada-goose-from-its-ipo-filing.html Here are 7 things we learned about Canada Goose from its IPO filing], [[CNBC]], February 16, 2017
32. (March 16, 2017). "Shares of coat maker Canada Goose take flight on stock markets". CBC News.
33. Debter, Lauren. (March 16, 2017). "Canada Goose Shares Fly Higher In $250 Million IPO". Forbes.
34. Thomas, Lauren. (March 16, 2017). "Canada Goose closes its first day trading up more than 25% IPO". CNBC.
35. . (June 29, 2017). ["450 jobs as Canada Goose opens new Boisbriand factory"](https://www.ctvnews.ca/montreal/article/450-jobs-as-canada-goose-opens-new-boisbriand-factory/). *CTV*.
36. Zumbach, Lauren. (27 October 2017). "Parka brand Canada Goose opens 10,000-square-foot Michigan Avenue flagship store".
37. Cash, Martin. (September 11, 2018). "Canada Goose opens new plant". Winnipeg Free Press.
38. . (December 29, 2018). ["Canada Goose opens Beijing store following delay"](https://www.cbc.ca/news/business/canada-goose-china-beijing-store-opening-1.4961429). *CBC*.
39. (31 December 2018). "Chinese line up for Canada Goose jackets despite anti-Canadian sentiment – National – Globalnews.ca".
40. Wright, Beth. (May 1, 2019). "Canada Goose officially opens new Montreal factory". Just Style.
41. . (February 14, 2019). ["Canada Goose to open new Montreal factory, hire 650 people"](https://www.ctvnews.ca/montreal/article/canada-goose-to-open-new-montreal-factory-hire-650-people/). *CTV*.
42. Goh, Yang-Yi. (May 15, 2024). "Haider Ackermann, Timothée Chalamet's Fashion BFF, Is Canada Goose's First-Ever Creative Director". GQ.
43. (15 May 2024). "Haider Ackermann, nommé premier directeur de la création Canada Goose".
44. "Quel célèbre créateur prend la direction artistique de Canada Goose ?".
45. Onita, Laura. (November 17, 2021). "'I wanted to write short stories': Canada Goose chief spills on running the family business and finally ditching fur". Financial Post.
46. Mulvey, Kelsey. (November 29, 2021). "Canada Goose's Smash-Hit Outerwear Is On Cyber Monday Sale at Saks Right Now". Esquire.
47. Robertson, Grant. (25 February 2010). "Year of the Goose". The Globe and Mail.
48. Broudy, Berne. (November 12, 2021). "Canada Goose's First Footwear Has Insane Price, Temp Rating". Insider.
49. (November 1, 2018). "Canada Goose Acquires Winter-Boot Maker Baffin to Enter Footwear". Bloomberg.
50. Segran, Elizabeth. (November 12, 2021). "Canada Goose's new boots are stylish (and warm) as hell". Fast Company.
51. (18 February 2011). "The secret inside the 'world's warmest' parka – The Star".
52. Forester, Pete. (13 February 2018). "How Canada Goose Went From Outdoors Outfitter to Fashion Force".
53. (10 December 2013). "Made-in-Canada still key for Canada Goose after sale to U.S. private-equity firm Bain, CEO says". Financial Post.
54. "Counterfeit – Canada Goose®".
55. Copaken, Deborah. (24 January 2019). "I Spent $925 on a Fake Canada Goose Coat".
56. Allard, Jordan. (9 August 2011). "Go for the real Goose, says store owner Herb Lash Sr.". The Sault Star.
57. (23 October 2012). "Canada Goose wins $105K in Swedish counterfeit case". CBC News.
58. Marotte, Bertrand. (23 October 2012). "Trendy jacket maker Canada Goose claims win in knockoff battle". The Globe and Mail.
59. Deschamps, Tara. (July 27, 2023). "Canada Goose launches second-hand, trade-in program in Canada". The National Post.
60. Simms, Demetrius. (January 21, 2023). "Canada Goose Just Launched a Resale Platform to Give Your Old Parkas New Life". The Robb Report.
61. Palmieri, Jean. (February 1, 2019). "Canada Goose Commissions Inuit Seamstresses for Collection". Women's Wear Daily.
62. Anderson, Samuel. (January 21, 2020). "Indigenous Makers Re-Imagine Canada Goose". V Magazine.
63. . (March 25, 2020). ["Canada Goose, Gap to make scrubs, patient gowns in battle against coronavirus"](https://www.reuters.com/article/us-health-coronavirus-canadagoose/canada-goose-gap-to-make-scrubs-patient-gowns-in-battle-against-coronavirus-idUSKBN21C2EQ). *Reuters*.
64. Dejardins, Lynn. (December 17, 2020). "Canadian company to send PPE to northern Indigenous communities". Canadian Broadcasting Corporation.
65. Milton, Hailee. (June 25, 2020). "Canada Goose Collaborates with Kate Upton To Support Mount Sinai". V Magazine.
66. (14 February 2018). "Are Canada Goose Jackets Inhumane? The Controversy Explained". Newsweek.
67. Kornelsen, Shannon. (31 March 2013). "Is Canada Goose Afraid of Facing an 11-Year-Old Girl?". Huffington Post Canada.
68. Israel, Solomon. (March 17, 2017). "Investing and protesting: Why PETA bought shares of Canada Goose". CBC News.
69. Testa, Jessica. (April 22, 2020). "Canada Goose Will Stop Buying Fur — Sort Of". New York Times.
70. Fickenscher, Lisa. (June 24, 2021). "Canada Goose to end the use of all fur on its pricey parkas". New York Post.
71. "Wyndham Parka {{!}} Men {{!}} Canada Goose US".
72. Garcia, Tonya. (June 26, 2021). "PETA suspends international campaigns against Canada Goose after fur-free commitment". MarketWatch.
73. Glove, Simon. (November 10, 2021). "Canada Goose earns Responsible Down Standard". EcoTextile News.
74. (April 7, 2022). "Responsible Down Standard".
75. Haynes, Megan. (28 September 2018). "Enter the Parka Wars".
76. Syme, Rachel. (16 February 2017). "The Rise of Canada Goose's Hollywood-Friendly Coats".
77. (7 July 2013). "Moose Knuckles Canada".
78. Silver, Dena. (2015-11-19). "This Edgy Canadian Outerwear Line Just Might Dethrone Canada Goose". Observer.
79. "The 20 Best Lil Uzi Vert Songs"All My Chains"".
80. Zwolinski, Mark. (2016-09-09). "Blue Jays honour retiring Red Sox slugger David Ortiz".
81. Hartwell, Darren. (2016-09-09). "Blue Jays Present David Ortiz With Retirement Gift That's Classic Canada | Boston Red Sox". NESN.com.
82. Taylor, Juanita. (November 9, 2020). "How a tweet led Ryan Reynolds to donate parkas to this Nunavut community".