How I Transformed Canada Goose Into A Billion-Dollar Brand

CNBC Make It
CNBC Make It
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Published 2023-11-10
When Dani Reiss took the reins as CEO of Canada Goose at age 27, he was running a company that brought in $2.2 million a year in revenue. Today, the luxury brand is worth $1.1 billion. Canada Goose parkas, with their iconic shoulder patches, cost over $1,000 and the company sells over one million jackets a year.

Correction: In fiscal year of 2023, Canada Goose has brought in $878 million in revenue. An earlier version misstated this information.

Produced by: Beatriz Bajuelos
Supervising Producer: Jessica Leibowitz
Camera: David Estrada
Editor: Marisa Forziati
Additional Camera: Valentina Duarte, Liam Mays
Animator: Gene Kim, Elham Ataeiazar
Reporter: Megan Sauer
Narrator: Nicolas Vega

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How I Transformed Canada Goose Into A Billion-Dollar Brand
All Comments (21)
  • @eugeniomaza8835
    Credit to him, he turned $2M revenue into $1.2B, that’s insane.
  • @JohnSmith-gy8rc
    Let's not lose sight of the fact that the company is so successful because they make a fantastic product. I work in the coldest part of the planet and am very happy with their parka - 100%.
  • @aberf0yle
    Awesome story. I lived in Canada since he became CEO in 1997, and I witnessed this brand grow from unknown to a worldwide recognized brand. Soooo many Canada goose jackets in Toronto.
  • @ytcgking
    Taking a 2.2m rev to 800m is insanely brilliant. I especially love how his parent made him work for his travel fund at the factory while not pressing him to take over. End up he is not spoiled and learned the business from an outsider's perspective
  • @ItsMeHammie
    Danny's parents are the true winners here. What great parenting
  • @biglemoncoke4095
    This CEO is indeed a business genius, built the brand awareness and value to the fullest during the social media blooming era, able to turn his family business into IPO while maintaining control after liquidize majority share of equity to outside investors. He and his family are financially secured for rest of their lives, no matter whether or not the company can last for the next century.
  • @juliayk
    Keeping the factories in Canada is such an admirable business decision!
  • @juliajcr
    ive had one of these since 2007. the same one, not a rip on them! they are the real deal, i wear them with just a tshirt underneath in canadian weather. great product.
  • @williamryan528
    In Ireland, only 15 - 25 year old cocaine dealers, or wannabes, wear Canada Goose. Interesting how brands can take on different meanings in different regions. That being said, there's no doubting it's a fine jacket.
  • @BauldyBoys
    Great family story, the whole legacy came together to make this brand possible. That said what Dani did with it is exceptional, he makes it sound easy. Glad to have such a quality brand representing Canada.
  • @peekapeeka6482
    I think something that makes their brand so special is that it's actually really good quality. A lot of luxury brands look sight of quality once they have that prestige. I own a Canada Goose coat cause it's freezing here and I'm so happy with the quality. The designers behind the jacket definitely understand what it's like living in these conditions
  • @ducknwater3016
    live in Scandinavia and I usually just wear a t-shirt with no extra layers while wearing my Canada goose jacket in the winter. Great looking warm jackets :)
  • @dkcmusic
    So that’s why the jackets went from $495 to $1695.
  • @ciarankelly4338
    My wife and son have Canada Goose coats and they are very high quality! Well done for making products in Canada. Merry Xmas from Ireland and walked by your Dublin store last week!
  • @SalimHamdally
    i was gifted a canada goose jacket and it is one of the best jacket i have worn,the material and the warm it kept is unreal!
  • @hhustlehumble1
    It’s beautiful to see a family business going from humble beginnings, to good, to excellent and successful! All the best to you! Inspiring to watch. Thanks 🙏
  • @bengt_axle
    The irony is that few Canadians living in cold climates actually wear this brand. It is a luxury brand popular with tourists and in export markets. In Montreal and Quebec City there are local brands that compete with it (made in the Chabanel district). Also, with climate change, we now have only a few days where the temperature is lower than -20C. That's another reason why CG has so many other products that are for warmer weather.
  • @preezypatel
    I like how even his immigrant family said not to get into the family business
  • @intothebeyond8763
    The year it hit -20F in New York I took out my CG and all I had under it was a T-shirt . That coat kept me so warm .