Safety is, of course, paramount. Behind the scenes, our procurement team has been working tirelessly to quickly source the materials and patterns we need to make the switch from producing parkas to gowns and scrubs. Exploration Culture Design Social Good. A new publication from Canada Goose. Your guide to living in the open. By continuing to use this website, you agree to their use.
To find out more, including how to control cookies, see here: Privacy Policy. We find ourselves in a unique position as a Canadian manufacturer to help our community in this unprecedented time of need. This is a glimpse into the process—from first stitch to finished product—currently underway at our Toronto manufacturing facility. Canada Goose. My dad was an industrial guy, but he understood the branding push I wanted to make.
He may also have found it ironic, because as a kid, I hated labels so much that I cut the alligators off my Lacoste shirts. To his credit, he let me take the reins and pursue my own vision for what Canada Goose could become. Slowly but steadily, I got out of our private-label deals and focused solely on the Canada Goose brand.
I continued to travel extensively through Europe and Asia to better understand what consumers valued. Quality, of course, was key. People wanted a well-constructed, perfectly stitched, exceptionally warm coat made from the best materials. They always saved their money to invest in high-quality products that lasted a long time, rather than buying cheaper, disposable things. Our country of origin was also critical. When an expedition team traveled to the North Pole and was featured in National Geographic, we made sure the team members were wearing our jackets.
We also outfitted TV and film crews that were shooting in remote cold-weather locations where temperatures could fall well below freezing. We protected people who lived and worked in the coldest environments on earth and then shared their stories.
As awareness grew and sales began to spike, we needed to increase production capacity. We moved to a much larger manufacturing facility in Toronto and later expanded into the eight factories we now own.
We also needed a bigger talent pool. You can build your own. In our training schools people learn to operate an industrial sewing machine, set a zipper, and more. Across the country we now employ more than 3, Our Canadian heritage and commitment to manufacturing our parkas domestically are at the heart of our business and brand. Many companies in our industry outsource to offshore manufacturers, but we will keep aggressively investing in producing premium products in Canada, the country from which we draw our inspiration.
Wages in Canada are up to five times as high as those in factories overseas, and we believe that our production facilities and craftspeople have set us apart on the international stage and in the minds of our customers.
When we introduced Knitwear—our first non-outerwear category—we decided after extensive research to manufacture in Italy and Romania. Building our capacity and infrastructure to meet global demand while maintaining our commitment to manufacture all our core down-filled goods on Canadian soil has easily been one of our best investments.
For many years I dreamed of opening our own store. In that dream became a reality when we opened our first stores in Toronto and New York City. But our expansion into brick-and-mortar shops, especially at a time when so many other companies were closing them, caused us to shift our thinking about the business and its operations across every department. Today we have Canada Goose stores in 12 cities around the world, and we run an international e-commerce business.
In we took the company public, which I saw as another storytelling opportunity—perhaps our biggest. This was a chance for people around the world to own a part of Canada Goose and join us on our journey. Many people warned me that being publicly listed would change us, putting pressure on the company to do whatever it takes to keep investors happy. During the IPO road show we fielded questions about whether Canada Goose was a fad and whether we were worried about becoming too popular.
I hear stories regularly from people who are only now discovering us about how much they love our products. Young, old, local, international, outdoor explorers or fashionistas, they all respond to our commitment to quality, authenticity, and staying true to our DNA.
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