Canada Goose Spreads Its Wings: Global Expansion Amid Turbulent Skies

Abstract

This teaching case considers the recent growth and future expansion prospects for Canadian winter wear company Canada Goose. During the two decades since Dani Reiss took over as chief executive, Canada Goose has grown into a leading global luxury brand. In 2021, the company generated $700 million in revenue, notwithstanding a global pandemic that waylaid many of its competitors. Reiss anticipates strong demand for Canada Goose apparel as consumer confidence returns to pre-pandemic levels. But challenges remain, ranging from accusations of false advertising and discriminatory return policies in China to criticism from animal rights activists in the U.S. and Europe for using animal fur and feathers in its jackets. There is also the prospect of future travel restrictions and store closures in major markets as governments grapple with new variants of the pandemic. The case concludes with Reiss considering how to position Canada Goose for continued success in an increasingly crowded global winter wear market and how to allocate the company ’s resources for the next phase of international expansion.