Dani Reiss on the past and future of Canada Goose
Dani Reiss, Canada Goose CEO
Heritage, authenticity, design pedigree, celebrity ? Canada Goose has all the elements of a fashion success story. So how did a family brand that made functional fur-trimmed down parkas for the local police become the multimillion-dollar powerhouse it is today" We talk to CEO Dani Reiss on the rise of outerwear.
In fashion, a lot changes in 25 years. Dani Reiss, the CEO of Canada Goose, began working at the brand ? originally owned by his parents ? in 1997. At the time, the company?s famous down jackets were worn by those who worked out in the cold: members of the Ontario police force, film crews and actors on set, and Canada Goose was part of a successful family business bringing in $3m in revenue a year. Fast-forward a quarter decade and things are a little different. In 2017 there was a $391m IPO. And in 2021 Canada Goose reported revenue of $186.69m, in the second quarter alone. This turnaround is perhaps thanks to an unlikely style success story ? that of Canada Goose?s down jackets, with their trademark red and white logo on the left-hand sleeve. These jackets are now worn ? on and off film sets, crucially ? by Emma Stone, Daniel Radcliffe, Angelina Jolie, Daniel Craig and Rihanna. They?re also bestsellers in the outerwear category at retailers such as Flannels and Net-A-Porter, and the global shopping platform Lyst saw searches for Canada Goose go up 71 per cent year-on-year in December 2021. Campaign star Kate Upton in an SS2...
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