Carrie Baker diversifies at Canada Goose Holdings Inc. and becomes president, a new role within the company.
She will continue to report to Dani Reiss, Chairman and CEO, who continues to oversee all aspects of the business, including operations and strategy.
Baker, who was once chief of staff at Reiss and helped lead Canada Goose‘s IPO in 2017 and the development of its sustainability impact strategy, has served as president of its North American business since June 2020.
The move solidifies the company’s business and marketing leadership under Baker, who has been with the parka maker for more than a decade and also previously served as executive vice president and chief communications officer.
“Carrie was instrumental in transforming Canada Goose into the company it is today,” said Reiss. “She is a dynamic leader and a proven operator… This change in structure marks an important inflection point for Canada Goose as it navigates the next stage.
As Baker takes over, Ana Mihaljevic assumes the dual role of President, North America and Executive Vice President of Sales Operations and Planning.
Canada Goose started with ultra-warm luxury parkas, but gradually branched out into a lifestyle positioning with lightweight apparel, including knits, and the addition of footwear last year.
“We’re at this inflection point where we’re going to cross 1 billion this year – which is crazy because I joined when we were under 100 million [Canadian dollars] in 2012,” Baker told WWD in an interview.
The company, which ends its fiscal year on Monday, has forecast annual revenue of about C$1.1 billion.
Baker attributes this tenfold increase in activity to strong fundamentals.
“You have to start with a great product,” she said. “It’s gotta be awesome, not just smoke and mirrors – great product, made in Canada, premium materials and that ethos, that combination has never wavered.”
Baker took over the North American business as COVID-19 turned the world upside down and was able to establish the division and reestablish operations. The brand’s revenues in North America increased by 36% in the first three quarters of this year.
While much of the industry hunkered down during the pandemic, Canada Goose was able to forge ahead by opening new stores in the United States.
Baker said there is still plenty of room to grow, from its home market in Canada to the United States, Asia, Europe and beyond.
And the playbook does not change.
“We’re not trend-hunters,” Baker said. “We are not only interested in quick wins. We are very deliberate. We are methodical. Our plan is ambitious, but we know we need to be disciplined in how we execute it for long-term success.
This means starting small and testing to make sure the product is good before going bigger, as was the case with lightweight down and is proving to be the case with new product categories, like boots.
“We didn’t have to make shoes,” she says. “We have a lot more jackets to sell. But the ambition is to be an integral part of consumers’ lives year-round and in far more geographies than cold-weather cities.
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