The luxury outerwear brand has opened its first UK store on London’s Regent Street.
Canada Goose has brought a touch of its home country’s frosty landscape to London for the launch of its first European flagship. Stocked by retailers such as Harrods, Harvey Nichols and Flannels, the luxury outerwear brand is capitalising on its recent success by making its first expedition into own bricks-and-mortar retail. Stores have landed in Toronto, New York and Chicago over the past 12 months, and the brand has now opened the doors to its 5,000 sq ft Regent Street store, in the former home of Armani Exchange.
Inside, a polished, premium atmosphere matches the brand’s top-end price point – Canada Goose parkas range from £650 to £1,650. But this is far from being an identikit designer store with no personality. References to Canada, where the brand was founded and still manufactures its products, are present throughout. White, textured walls evoke the cold and snow. Driftwood and polar bear figurines add personality, but the most impressive feature is a hulking white marble cash desk. Carved from a single piece of marble from a quarry in British Columbia, the raw finish is designed to make customers think of glaciers and icebergs. Portraits of adventurers and artwork, all made by Canadian artists, add to the effect. The ground floor is home to women’s, kid’s and babywear, and upstairs is men’s.
Canada Goose is also keen to tell customers its story. Founded in 1957 by Sam Tick, the grandfather of current president and chief executive Dani Reiss, Canada Goose has its roots in extreme weatherwear designed to withstand Arctic temperatures. Glossy display cases throughout the store highlight Canada Goose products worn by those with a serious need to keep warm, including the Peace Keeper parka, once worn by the Canadian Rangers division of the Canadian Armed Forces. As you enter, an eye-catching piece of visual merchandising shows a deconstructed Snow Mantra parka, one of the brand’s hero products. Nearby, artwork of products being made by hand at Canada Goose’s Toronto factory reinforces the high quality and made-in-Canada message.
The Canada Goose flagship on Regent Street is a lesson in how to give a dose of personality without sacrificing a luxury aesthetic.
Dani Reiss, president and CEO, Canada Goose
Why now for Canada Goose’s UK store debut?
The UK is one of our best markets in Europe, and opening a store is an obvious next step for us – the climate lends itself to offering our full assortment to the weather-obsessed Brits, and consumer demand is strong.
Why launch your own store?
Our London flagship means we can offer our own tailored shopping experience, build a deeper connection with our customers and continue to deliver best-in-class outerwear. Like Canadians, the Brits are explorers at heart and they value high-quality products and craftsmanship and we believe there is significant runway ahead as we expand into new categories and products like knitwear and rainwear.
What is your key focus for Canada Goose at the moment?
We’re focused on continuing to make innovative, function-first products that meet the needs of our fans around the world. We also believe our retail stores are a great way for us to bring more of Canada – and Canada Goose – to the world. In the autumn of 2016 we opened our first-ever flagship stores in Toronto and New York City, we recently opened our doors in Chicago and Tokyo, and in the coming weeks we will open stores in Boston and Calgary as well.
Where do you see the challenges and opportunities for Canada Goose?
We’re a 60-year-old company, but I think we’re just getting started. We used to have a challenge with growing capacity as a result of other companies moving production offshore. It was difficult to find the sewing talent to keep up with demand. However, we are solving that with the opening of training schools across our manufacturing facilities. We’re excited about growth opportunities in other large markets, including China and Russia. We also believe there is more opportunity to expand our other categories, such as knitwear, lightweight down, rainwear, windwear and softshell jackets.
Address: 244 Regent Street, London
Size: 5,000 sq ft
Product: More than 200 different jacket styles and colours