Arctic apparel brand Canada Goose is expanding into physical retail with its first stand-alone stores in Canada and New York City.
The stores will open this fall in Yorkdale Shopping Centre in Toronto and on Wooster Street in New York City's SoHo neighborhood.
The brand already operated a direct to consumer e-commerce site and is carried at department stores. In the last five years alone, revenues have increased by more than 450 percent, according to the company.
"Opening our own stores is something I've always dreamed of. It's an exciting new chapter in our evolution from a small outerwear manufacturer nearly 60 years ago, to the only truly global, Canadian luxury apparel retailer," said Dani Reiss, president and CEO, Canada Goose. "There's no other brand like Canada Goose and that's something people will feel as soon as they step into our stores."
The 4,000-sq.-ft. stores are conceived as more than just selling spaces and include a curated exhibition of vintage designs such as the Snow Mantra first worn by industrial workers facing punishing wind and cold.
There will also be capsule collections and collaborations.
Sales associates will also be trained in more than just selling. Canada Goose has created a brand immersion program where employees will become not only product experts, but brand ambassadors. The experiential program will enable employees to engage in all aspects of the brand, including tours at one of four Canada Goose factories to see the company's craftsmanship in action, a firsthand look at how Canada Goose works with Polar Bears International in Churchill, Manitoba, and an opportunity to be part of an Arctic community at a Canada Goose Resource Centre program event.
Canada Goose joins a growing list of brands selling direct to shoppers through e-commerce sites and standalone stores. It's a trend that potentially hurts retailers that carry these brands, as evidenced by the bankruptcies and liquidations of chains such as Sports Authority and Scoop NYC.
This month alone, online retailers Minted and TheRealReal opened brick-and-mortar stores, and Ugg unveiled its newest format.
- see this Canada Goose press release