Canada Goose appoints inaugural digital chief in pursuit of direct-to-consumer sales expansion
Canada Goose, the renowned performance luxury brand, has announced a new five-year strategy aimed at reaching $3 billion in revenue by 2028. The strategy emphasizes a significant shift in the brand's direction, focusing on year-round relevance and broadening its apparel offerings.
Dan Reiss, Chairman and CEO of Canada Goose, stated that the appointments of key executives are aimed at expanding the direct-to-consumer business, reaching new audiences, and building new categories.
Haider Ackermann, the new Creative Director, leads the Snow Goose line and mainline collections. Ackermann's designs incorporate a modern, boundary-pushing reinterpretation of the brand’s heritage outerwear, extending its appeal beyond cold-weather products to include styles suitable for warmer seasons.
Carrie Baker, President of Brand and Commercial, plays a critical role in commercial strategy. She confirmed plans to nearly double the volume of new or updated products, expanding Canada Goose’s apparel to cover more lifestyles and environments while maintaining leadership in down-filled outerwear.
Judit Bankus, Senior Vice President of Merchandising, will collaborate closely with Ackermann on developing new and existing product categories.
Patrick Bourke, who previously led investor relations, has transitioned to senior vice president of strategy and corporate development. Dan Binder, who has over 35 years of retail experience, including at LVMH and Macy's, has been named as the chief transformation officer and executive vice president of sales operations and planning. Binder's position is aimed specifically at ensuring scalable growth for Canada Goose.
Matt Blonder, with over 20 years of experience in digital, DTC, and omnichannel efforts, has been appointed as the first chief digital officer. He will oversee digital innovation and strategy at Canada Goose.
Canada Goose's strategy also includes improving its digital presence and expanding its brick-and-mortar footprint. The company plans to double its brick-and-mortar footprint as part of the five-year strategic growth plan.
Juliette Streichenberger, who has nearly 30 years of global luxury experience at companies like Prada and LVMH, has been named as the president of Canada Goose International AG and Europe, overseeing operations in the Middle East, Africa, and Europe. Ana Mihaljevic, who was previously the president of North America for Canada Goose, will now become the head of global stores.
The appointments reflect the performance luxury brand and global retailer Canada Goose is today and strengthen the foundation for the business it will be in the future. The goal is to make Canada Goose a year-round relevant brand by offering products suitable for various climates and lifestyles, a core part of their growth plan over the next five years. Direct-to-consumer sales are expected to account for 80% of Canada Goose's total revenue by the end of the strategy.
[1] Source: Canada Goose press release [2] Source: Business Wire press release
- The appointment of Matt Blonder, with over 20 years of experience in digital, DTC, and omnichannel efforts, demonstrates Canada Goose's focus on improving its digital presence as part of its five-year strategy.
- Dan Reiss, Chairman and CEO of Canada Goose, highlighted the roles of key executives such as Pat Bourke and Dan Binder in expanding the direct-to-consumer business and ensuring scalable growth for the brand.
- Haider Ackermann's designs for Canada Goose's Snow Goose line and mainline collections represent a modern, boundary-pushing reinterpretation of the brand’s heritage outerwear, bridging the gap between cold-weather and warmer season styles.
- Judit Bankus' collaboration with Haider Ackermann on developing new and existing product categories reflects Canada Goose's commitment to broadening its apparel offerings and maintaining leadership in the luxury industry.
- The goal of Canada Goose's five-year strategy is to make the brand year-round relevant by offering products suitable for various climates and lifestyles, with the expectation that direct-to-consumer sales will account for 80% of Canada Goose's total revenue by the end of the strategy.
