Canada Goose

Canadian outerwear maker that turned the down parka into a luxury product, and still makes most of them in Canada.

9 figures on Canada Goose, drawn from 2 Modern MBA case studies.

The figures

		Against its own chart
Annual net sales per outerwear brand, 2022, in millions	$829M	4th of 4 · top $3,259M	How a $1,000 jacket became a luxury brand
Average and median price of the 71 best-selling men's jackets per brand, before tax · Average	$1,081	2nd of 4 · top $1,854	How a $1,000 jacket became a luxury brand
Average and median price of the 71 best-selling men's jackets per brand, before tax · Median	$995	2nd of 4 · top $1,815	How a $1,000 jacket became a luxury brand

		Against its own chart
Cost of product as a share of revenue, 2022, against the gross margin it leaves behind · Gross margin	67%	2nd of 7 · top 76%	How a $1,000 jacket became a luxury brand
Gross margins of platforms against brands and manufacturers	67%	4th of 8 · top 82%	Why Temu and Wish can't make money
Selling, general, and administrative costs as a share of revenue, 2022	53%	3rd of 8 · top 59%	How a $1,000 jacket became a luxury brand
Cost of product as a share of revenue, 2022, against the gross margin it leaves behind · Cost of product	33%	6th of 7 · top 66%	How a $1,000 jacket became a luxury brand
Overall operating margin, 2022	11%	7th of 9 · top 41%	How a $1,000 jacket became a luxury brand

		Against its own chart
Age of the emerging luxury outerwear brands against their established peers	23	6th of 7 · top 186	How a $1,000 jacket became a luxury brand