Canada Goose, a renowned outerwear brand that has built its reputation over the years, was established in 1957 by Sam Tick. To this day, it remains a family-owned enterprise, with Sam’s grandson, Dani Reiss, serving as CEO since 2001. The brand is best known for its high-quality parkas, adorned with a distinctive blue, red, and white polar ice cap logo. This logo has become a familiar sight not only in snowy landscapes but also in bustling urban environments, including major cities like New York and London. For the fiscal year that concluded on March 31, 2024, Canada Goose reported an impressive nine percent increase in revenue on a constant currency basis, reaching CA $1.33 billion. This growth was primarily fueled by a substantial 17 percent surge in direct-to-consumer sales, although wholesale revenue experienced a decline of 19 percent. In March, the company announced a significant organizational restructuring, including the layoff of approximately 17 percent of its head office staff, as part of an effort to streamline operations and reduce costs.
Canada Goose finds itself at a pivotal moment in its journey. In Reiss’s words, “We’re doing things differently across several key areas and infusing a new energy into the brand, but in a way that stays true to our heritage.” One of the significant changes the brand is undertaking is the introduction of a creative director role, a position that did not previously exist within the company. This role aims to ensure a seamless aesthetic consistency across all products, brand communications, and customer interactions. Reiss emphasized the importance of building upon the company’s rich history of over six decades while recognizing the vast opportunities ahead. He affirms that new creative leadership is not about compromise or transforming what Canada Goose fundamentally is; rather, it’s about the evolution of the brand while remaining anchored in its core identity.
The creative director role has been filled by Haider Ackermann, whose eclectic background and versatile experience make him a fitting choice for this new chapter. Ackermann has a notable history in the fashion industry, having led his own brand for many years, serving as the creative director of LVMH-owned Berluti, and collaborating with renowned names in the fashion world, including a stint designing for Jean Paul Gaultier’s haute couture collection. His recent collaborations with Fila and beauty brand Augustinus Bader have further enhanced his reputation as an innovative designer who defies easy categorization.
When Ackermann was approached by Canada Goose, he found the opportunity intriguing. “I was surprised,” he admitted, adding, “It’s always interesting to take the road that one does not expect. It’s challenging and it makes your heart beat faster. You want to learn.” Having spent years focusing on niche markets, he expressed a thrilling desire to reach broader audiences and dress a diverse range of individuals. He also noted the serene allure of Canada, stating, “There’s so much peace and quietness about it.” Importantly, Ackermann appreciated that Canada Goose wasn’t seeking a complete rebranding, which was a key factor that attracted him to the role. With a satisfied smile, he reflected, “My life is a bit different now,” acknowledging that this new venture offers a fresh and exciting direction in his career.
