Dive Brief:
- As part of its plan to grow globally, Canada Goose has appointed Carrie Baker to serve as its president, the brand announced on Thursday. Baker will report to Dani Reiss, chairman and CEO of Canada Goose.
- Baker has worked at Canada Goose for more than 10 years, previously serving as executive vice president, chief of staff and chief communications officer. Prior to becoming president, Baker oversaw the company’s North American division, according to the press release.
- Ana Mihaljevic will become both president of North America and executive vice president of sales operations & planning. The company credited Mihaljevic with spearheading its insights, sales operations and planning as it builds its direct-to-consumer arm, per the announcement.
Dive Insight:
In its announcement, Canada Goose noted that Baker’s appointment to president was part of its restructuring strategy as it aims to expand abroad. In addition to helping the North American division of the brand grow, the company also credited Baker with leading the company’s initial public offering and developing its sustainable impact strategy.
“Carrie has played an instrumental role in making Canada Goose the business it is today. She is a dynamic leader and proven operator, and I am excited to partner with her in executing the company’s bold vision,” Reiss said in a statement. “This change in structure marks an important inflection point for Canada Goose, on our way to the next milestone.”
Baker has worked at Canada Goose for more than 10 years.
Courtesy of Canada Goose
So far, Canada Goose has seen promising growth overall, particularly in DTC. Last year, the company grew its revenue to $45 million, more than doubling its 2020 revenue and surpassing Wall Street expectations. The company also almost tripled its DTC revenue year over year to $29.4 million.
Meanwhile, as the company pivots to a direct-to-consumer strategy, it recently added another product to its assortment: boots. Last November, the company introduced two styles of boots, one designed for extreme conditions and the other for luxury, after testing them with researchers, athletes and adventurers. The brand promoted the new boots in its Force of Nature campaign featuring former NHL player Jordin Tootoo, U.K. soccer player Romeo Beckham and artist and activist Sarain Fox.
