“When people buy Canada, they buy authenticity” – Dani Reiss, Canada Goose

When Dani Reiss took over his grandfather’s apparel business more than two decades ago, he gambled on Canada. He resolved to continue making high-end outerwear in Canada, at a time when others in the industry were moving production abroad.

The bet paid off. Today Canada Goose is recognized around the world for its luxury clothing. Reiss credits part of that success to the decision to stick with a “Made in Canada” label. 

For international customers, he says, “a Canada Goose jacket made in Canada was like a Swiss Watch made in Switzerland. It's a quintessential Canadian product when the place of manufacturing cannot be separated from the product itself.”

In conversation with Goldy Hyder on the Speaking of Business podcast, Reiss urges other Canadian businesses to “leverage the power of the Canadian brand.” He also reflects on being named to AMA Toronto’s Canada’s Marketing Hall of Legends, which honours business excellence within the marketing profession. 

Revealing and insightful conversations with Canada’s top innovators, entrepreneurs and business leaders. Listen to more episodes here: thebusinesscouncil.ca