Dani Reiss has entrepreneurship in his DNA. A self-starter with an educational background in English literature from the University of Toronto, he always knew he wanted to be a storyteller. However, he never imagined he’d be writing new chapters in the history of an iconic Canadian outerwear brand as President and CEO of Canada Goose – a position he was named to at the age of 27.
Working in every area of the company’s factory, combined with an unexpected realization on a trip to Germany that Canada Goose parkas had inherent meaning, fuelled Reiss’ passion for real brands. Together, these foundational experiences informed his goal to expand the family owned and operated business while staying true to its Canadian roots.
Reiss keeps the brand’s pioneering spirit alive through a commitment to innovation and a willingness to go against the current. In fact, at a time when Canadian companies moved manufacturing operations to Asia en masse, Reiss made the unconventional decision to keep production in Canada. Made in Canada is the ethos of Canada Goose – both a cornerstone of corporate culture and a filter for every business decision. That dedication to authenticity has inspired a Made in Canada manufacturing renaissance, with Canada Goose leading the way.
International markets were first to recognize the value of Canada Goose as a brand that passed the quality craftsmanship test of its early adopters – arctic explorers and researchers – and had potential in the fashion segment. Overseas success led to domestic growth, cementing Canada Goose’s leading position in the luxury outerwear market. Over the past decade, Canada Goose has enjoyed enviable success under Reiss’ leadership, posting more than 3,000% growth. The brand is now available in more than 40 countries worldwide, across North America, Europe and Asia and Reiss was named Canada’s Ernst & Young Entrepreneur of the Year in 2011.
Recently, Reiss opened a new chapter in the Canada Goose story, focusing his growth and product innovation efforts on leveraging the company’s market-leading expertise in down to create new categories of light-weight down outerwear. These new collections have been recognized as best-in-class product and the Hybridge Lite jacket was awarded the 2012 Gear of the Year Award by Outside Magazine. In addition to his role at Canada Goose, Reiss serves as Chairman of Polar Bears International, sits on the advisory board of Queen’s School of Business Centre for Responsible Leadership; is a patron at Startup Canada; a member of YPO (Young Presidents’ Organization); and was a recipient of Canada’s Top 40 Under 40 in 2008.