Canada Goose (GOOS) investor relations material

Brand and product strategy

• Focused on reinvigorating brand and building a year-round product playbook, led by creative director Haider Ackermann for two years.

• Expanded product assortment beyond down parkas to include knitwear, T-shirts, polos, and accessories, now making up about 50% of unit sales.

• Marketing efforts emphasize upper funnel activities to increase brand awareness globally, with tailored activations in China and North America.

• New product lines and colorways are attracting both new and repeat customers, driving excitement and increased purchasing frequency.

• Year-round luxury product availability is a key goal, aiming for relevance in all climates and occasions.

Channel performance and retail execution

• Direct-to-consumer (DTC) stores targeted to deliver at least CAD 4,000 per square foot, with recent performance surpassing this benchmark.

• EBIT margin per store set at a minimum of 40%, with ongoing focus on labor optimization and consistent brand experience.

• Holiday season strategy centers on increasing units per transaction and ensuring inventory availability.

• Wholesale channel stabilized after challenging years, with renewed growth expected and strong interest in expanded product lines.

• E-commerce shows double-digit growth and improved conversion, offsetting weaker retail traffic in some regions.

Financial outlook and margin management

• Margins between heavyweight and lightweight categories have tightened due to improved sourcing and merchandising.

• Gross margin expansion remains a priority, supported by channel mix and operational improvements.

• SG&A leverage expected from disciplined headcount management and revenue growth, with marketing spend increasing but as a lower percentage of revenue.

• Tariffs expected to have less than 200 basis points impact this year, with mitigation strategies in place; no significant pricing changes planned yet.

• Anticipates higher average unit retail (AUR) in the back half of the year as product mix shifts to core seasonal items.