Canada Goose Holdings Inc. is adding “Cold Rooms” to some of its stores where shoppers can test the luxury coats in temperatures as low as -25 degrees Celsius (-13 Fahrenheit). A Montreal location, which opened Friday, is the fifth to include the fancy freezer, and Beijing will join later this year as the company rolls out its China expansion plan.
The new Montréal store is located rue Sainte-Catherine features hand-picked artwork that showcases our Arctic Heritage. “People tell me all the time trying on a Canada Goose jacket was the first time that they ever truly felt warm in cold climates,” CEO Dani Reiss told analysts this week. “With our cold rooms, we are creating that moment even before they purchase.”
Canada Goose new store in Montreal
The rooms have become selfie magnets, some with sculpted ice blocks lining a glass window. They are part of Canada Goose’s plan to increasingly sell directly to consumers after decades of relying on wholesalers. Putting its coats to the test in a subtropical place like Hong Kong also helps the brand tout its authenticity in new markets while it adds lighter products to its collection.
“People in Tokyo, where it rarely goes below into the minuses, went ‘oh wow, this actually works!”’ says Chief Marketing Officer Penny Brook.
Canada Goose – freezer changing room (La Chambre Froide) -25 degree C
For most of its 61-year history, the Toronto-based company sold practical winter gear for use in the Far North. Now it offers dozens of jackets split into five categories that match a temperature range. Its warmest model, a 247-piece parka designed for Arctic expeditions, costs US$1,550 in the US and is almost sold out online.
Canada Goose new store in Montreal
Customers are escorted to the room by staff who helped them pick out the gear. They can stay as long as they want and get an extra kick from a wind-chill button. On a freezing November morning in Montreal the experience wasn’t so different from walking outside, but tourists and die-hard fans who buy coats in the summer will probably enjoy the cold room more on a warm summer day.
Canada Goose new store in Montreal
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