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Going All In: Canada Goose and the Power of Localized Luxury
According to our CEO Jonathan Siboni, Canada Goose’s China strategy is one of the boldest—and smartest—bets in luxury retail. When the brand entered Beijing in late 2018, it wasn’t just testing a new market—it was making a long-term commitment. Today, China accounts for over 36 % of its global revenue, with 27 stores across the mainland, Taiwan, Hong Kong, and Macau. What gave them an edge? “Canadian companies, in particular, had an extremely good image with Chinese audiences,” notes Jonathan Siboni, CEO of Luxurynsight. That strong national identity gave Canada Goose a built-in advantage. Collaborations with local names like Angel Chen weren’t just fashionable—they were strategic. These partnerships became “great ambassadors” for the brand, helping it resonate with Chinese consumers in a culturally relevant way. Their livestreaming efforts were massive: in Q1 2024 alone, the brand worked with nearly 150 influencers on Douyin, reaching millions and generating up to $1.5 million in sales. A rare strategy during uncertain times: While most luxury brands paused expansion during the pandemic, Canada Goose did the opposite. As Siboni points out: “I don’t know any foreign brand who opened so many stores during COVID.” Their decision to stay open through lockdowns, especially ahead of events like the Beijing Winter Olympics, positioned them as a brand that understood and respected the Chinese market. Moral trade-offs vs. market gains: Behind their rapid growth lies a careful strategy. Siboni sums it up: “It’s a question of trade-off. You decide what your biggest priority is—whether that’s making money in China or taking a moral stand that could go against the government.” In short: Strong national image gave Canada Goose cultural capital. Local collaborations and digital engagement fueled relevance. Expansion during COVID was risky—but paid off. Ethical tightrope-walking remains part of the strategy. With plans to triple revenue by 2028, the brand’s Chinese playbook—rooted in bold decisions and cultural intelligence—offers a masterclass in luxury market expansion.
