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The Globe and Mail

In Pictures: Behind the scenes at Canada Goose

CEO Dani Reiss has leveraged Canada's most distinctive qualities in his brand of winter wear

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When Dani Reiss took over as president and CEO of Canada Goose in 2001, the company had revenue of less than $5-million and employed fewer than 40 people. Today, the maker of parkas and outerwear has revenue of $150-million, with more than 400 employees around the world. The brand is sold in 50 countries and at high-end retailers in North America such as Barneys, Neiman Marcus, Sporting Life, Holt Renfrew and Harry Rosen.

Jennifer Roberts/The Globe and Mail

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Fur is ready to be sewn onto the hoods of Canada Goose jackets in the company’s Toronto warehouse. Mr. Reiss believes that Canada Goose has become a Canadian success story because the company won’t mess with its strong, “authentic” brand. “Our jackets are functional,” he says. “It’s the uniform of anywhere that’s cold.”

Jennifer Roberts/The Globe and Mail

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A view of the Canada Goose warehouse in Toronto. Mr. Reiss decided more than a decade ago not to outsource production to Asia to save money. “If we had followed that trend [to move offshore], I don’t think we would have had any point of differentiation. I don’t think there would have been anything special about our product.”

Jennifer Roberts/The Globe and Mail

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Consumers know a Canada Goose jacket by its distinctive shoulder patch.

Jennifer Roberts/The Globe and Mail

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The company’s showroom. Mr. Reiss can’t deny the trendiness of his brand right now, such as when model Kate Upton wore a Canada Goose jacket over a bikini bottom on the cover of Sports Illustrated’s swimsuit issue earlier this year.

Jennifer Roberts/The Globe and Mail

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Jacket patterns are cut at the warehouse in Toronto.

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Paulina Botelho puts the final touches on jackets.

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Mr. Reiss says the strength of his brand is everything. “When Hollywood uses Canada Goose jackets in films that take place in cold places, to us that is the ultimate compliment of our authenticity.”

Jennifer Roberts/The Globe and Mail

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