Toronto-based Canada Goose is working to shed its "winter wear synonym" label by expanding its product lineup to include knitwear, footwear, sunglasses and other categories, aiming to transform from a single cold-weather outerwear manufacturer into a full-season luxury brand. CEO Dani Reiss stated that this strategy will not only maintain consumer engagement during off-peak periods between down jacket seasons, but also help balance the company's distinctly seasonal revenue structure—last year's fourth quarter (the quarter ending in December) contributed approximately 45% of total revenue.

Currently, the brand's new products have gained consumer acceptance. Reiss noted that Canada Goose is entering entirely new categories that were unimaginable a decade ago, representing "white space" opportunities for brand expansion. The pricing strategy balances "accessible entry points" with "luxury positioning": down jackets are priced above $1,000, while newly launched footwear ranges from $400 to $950, sunglasses reach up to $450, with plans to expand into luggage and handbag product lines in the future.

To support this expansion, the company has increased investments in marketing, design talent, and retail channels, opening a design studio in Paris and expanding its merchandising team in London. Reiss expects that as the business scales, selling and administrative expenses as a percentage of revenue will decline.

This transformation comes at a time when the global luxury goods market faces challenging prospects. Affected by trade tensions and cooling high-end consumption, Bain projects that industry-wide sales may stagnate this year. Despite significant stock price declines among luxury giants like LVMH and Kering, Canada Goose has maintained resilience: first quarter sales ending June 29 grew 22% year-over-year, with shares up 17% year-to-date.

Reiss emphasized that down jackets remain the brand's largest and most stable category and will continue to grow through global expansion. He compared the brand's positioning to Land Rover vehicles—functionally powerful, capable of handling extreme environments while also serving as status symbols with fashion appeal when appearing in urban settings.