Canada Goose is upping its game in the United States, where it says sales are on pace to grow 25 percent and hit $30 million this year.
The company announced last week that it opened its first U.S. office-a showroom and U.S. headquarters – in Denver. The new office houses four in-house sales people plus two employees who will support the companys U.S. sales force of 20 and be headed by U.S. Director of Sales Ian Widmer.
Widmer told The B.O.S.S. Report Friday that Canada Gooses U.S. sales have grown 1,500 percent since 2009 and are on pace to hit $30 million this year, up 25 percent from 2012. Global sales are expected to reach $150 million.
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Our biggest challenge has been keeping up with consumer demand, said Widmer, who joined the company in 2009 after stints as Sport Specialty Ventures LLC and Gramicci. In past years we have had manufacturing constraints, but as a result of those constraints we have invested heavily in manufacturing across Canada. The message of being Made in Canada and being the warmest jackets on earth is really resonating with consumers. The consumer really loves us for that.
Canada Goose CEO Dani Reiss confirmed the company hired Canaccord Genuity in April to seek a minority equity investor to help it seize on growing demand for the brand.
Canada Goose has been growing dramatically over the last decade and we want to continue on that incredible trajectory, Reiss said in a written statement provided to The B.O.S.S. Report. Were currently exploring options of introducing additional equity with a value-added minority partner to help fuel that growth.
Canada Goose has been investing in recent years to extend its product line and boost manufacturing to meet growing globa demand. The company opened a 57,000-square-foot factory in Winnipeg in April that doubles its production capacity. The factory uses leading-edge technology in fabric cutting, down-filling and sewing to dramatically increase production efficiency for the companys growing line of outdoor performance apparel, which most brands source from Asia. The facility employs 160 in sewing, shipping and design roles, and the company plans to increase staff by an additional 20 per cent over the next year.
This fall, Canada Goose will launch its first Youth, Kids and Baby collections as well as its first line of technical shells, pants and gloves made from Tri-Durance, its proprietary waterproof/breathable fabric that features four-way stretch. The shells mark the third and final layer for Canada Gooses outdoor performance line, which includes down jackets, pants and gloves.
Canada Goose has built its U.S. distribution network by partnering with premiere outdoor, ski and fashion retailers. The brand is now in more than 450 stores. Key online dealers include Backcountry.com, Moosejaw and Gorsuch. It is available at specialty outdoor and ski shops such as Paragon Sports in Manhattan, Lombardi Sports in San Francisco, St. Bernard Sports in Dallas and Austin, TX and Tommy Bowers Ski in Vail. The brand can also be found in high-end fashion boutiques such as The Tannery in Boston and upscale department stores such as Barneys, Neiman Marcus, and Saks Fifth Avenue.
Widmer has spent the last year overhauling the U.S. sales force he helped build into a hybrid organization that includes both independent and in-house reps. The team will build upon existing business in outdoor and lifestyle markets as well as expanding into more fashion-focused accounts.
Since opening in November, 2012, the companys Denver showroom has hosted more than 50 appointments with reps and retailers flying in from across the United States.
Widmer, 31, grew up in Southern Colorado and entered the industry by going to work for Sports Specialty Ventures in Vail. From there he joined the apparel brand Gramicci before joining Canada Goose as a national key account manager in 2009. He lists his favorite outdoor sports as skiing, snowboarding, mountain biking and golf.
