Dani Reiss
| Dani Reiss | |
|---|---|
| Born | November 7, 1973 |
| Residence | Toronto, Ontario, Canada |
| Nationality | Canadian |
| Alma mater | University of Toronto (B.A., English Literature, 1996) |
| Occupation | President and CEO of Canada Goose Inc. |
| Spouse(s) | Erica Reiss |
| Parent(s) | Malca Tick Reiss (mother) David Reiss (father) |
| Relatives | Sam Tick (grandfather) |
Dani Reiss (born November 7, 1973) is a Canadian entrepreneur, best known for his role as president & CEO of Canadian Arctic luxury apparel company, Canada Goose Inc.
Reiss is the son of Malca (nee Tick) and David Reiss. His maternal grandfather was Samuel Tick (originally Szmuel Tyk), a Polish Jewish immigrant who worked as a fabric cutter for other brands before founding Metro Sportswear Limited (the precursor to Canada Goose) in 1957. His father came into the business after marrying Samuel's daughter in the 1970s, rebranded the company as "Snow Goose", and, after developing a unique down filling machine, refocused the business on the supply of down coats to Ontario police officers and municipal employees. His father served as its CEO from 1982 to 2000.
After earning his Bachelor of Arts in English Literature and philosophy from University of Toronto in 1996, Reiss decided to join the family business (then known as Snow Goose) for a few months to make some money to travel. He dreamed of being a writer, and had no intention of staying in the business. However, after attending a tradeshow in Germany where he tested out the Canada Goose brand (in Europe, products were branded as Canada Goose because Snow Goose was already a registered name), his passion for the business was ignited by the realization that Canada Goose was a real brand with real meaning to consumers.
Reiss spent his time learning the business by working in every area of the company’s factory and travelling with the company's sales managers on visits to apparel buyers in Europe. Reiss came to recognize that European customers associated the product with idealized images of Canadian wilderness, which would eventually encourage him to change the company's name from Snow Goose to Canada Goose.
In 2001, at the age of 27, Reiss became president and CEO of Canada Goose. Reiss ignited the company with two key decisions - to produce only under the name Canada Goose and to remain "Made in Canada", when a number of others in the North American apparel industry moved their manufacturing to Asia to increase profit margins. The result was a significant loss to the Canadian apparel-manufacturing infrastructure. To continue manufacturing product in Canada, Reiss had to invest his own capital into the Canada Goose factory.
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