Canada Goose’s wild ride into luxury retailing is in its next phase, as the brand plans to open its own stores in select cities.
“We’re a global brand,” said [company president Dani] Reiss, in The Globe and Mail. “When we have these gathering places for Canada Goose fans, it builds and adds to the global halo of the brand. We’re not looking to go to 150 stores tomorrow. We’re not becoming a retailer, specifically. It will be important to open stores in places where there are large concentrations of Canada Goose fans…there are lots of potential markets for that.”
The opening of retail stores follows on the successful launch of a video last year aimed at telling the adventure stories of people who have worn the brand.
Are these savvy moves for a brand just starting to stretch its (soft feather-covered) wings, or a push to expansion that may over-expose a brand whose appeal may have been, in part, that it had to be noticed by someone who recognized the patch rather than someone who saw a commercial?