Roots, a brand synonymous with Canadian heritage and outdoor lifestyle, continues to reinforce its strong national identity as it grows. Meghan Roach, President and CEO of Roots, highlighted the importance of supporting the Canadian economy amid tariff threats in an interview.
“There’s been a renewed sense of patriotism, not just around Roots, but Canada as a whole,” said Roach. “It’s been amazing to see people thinking about how they can support the Canadian economy.”
Roach emphasized that Roots remains deeply entrenched in the country’s retail landscape, with its leather factory, distribution centre, and the majority of its employees based in Canada. “We are a Canadian public company, and it’s encouraging to see people recognizing the value of investing in homegrown businesses.”
The Roots Story: Built on a Love for Canada
Roots was founded in 1973 by Michael Budman and Don Green, two Detroit natives who fell in love with the Canadian outdoors. “It’s kind of a great Canadian dream,” Roach remarked. “These two young guys came to Canada, embraced the culture and landscape, and decided to build a brand around it.”
Their dedication to Canadian identity extended beyond their products. “They were the first to really lean into the Canadian Olympic teams,” Roach said. “It wasn’t just about outfitting athletes—it was about putting Canada on a global stage.”
Today, Roots operates 115 stores worldwide and employs over 2,000 people. The brand’s co-founders have been recognized with the Order of Canada and inducted into Canada’s Walk of Fame. Roots’ founders also became proud Canadian citizens.
From Private to Public: The Evolution of Roots
Roots transitioned from a privately owned company to a publicly traded one under Searchlight Capital Partners, a firm with headquarters in Toronto, New York, and London. “When Searchlight acquired Roots, it was driven by a passion for this great Canadian company,” Roach explained. “Now, as a public company, it’s owned by Canadians again. Our board is fully Canadian, reinforcing our deep national ties.”
Beyond ownership, Roots has built a legacy of giving back. “We launched Roots Cares, a program that has donated over $4 million in cash and in-kind goods over the last five years,” said Roach. “From supporting the Nature Conservancy of Canada to donating 20,000 pieces of clothing to schools annually, we’re committed to strengthening Canadian communities.”
Balancing Canadian Manufacturing and Global Supply Chains
Manufacturing is a key part of Roots’ strategy, with an emphasis on Canadian craftsmanship. “Our leather goods—jackets, bags, and accessories—are all made in Canada at our leather factory,” Roach said. “We also have our Canada Collection and Studio Fleece, which are made domestically.”
However, like many Canadian apparel brands, Roots also relies on international production. “If every apparel company tried to manufacture solely in Canada, we wouldn’t have the infrastructure to support it,” Roach noted. “We continue to invest in Canadian manufacturing where possible while recognizing the realities of a global supply chain.”
A key challenge is skilled labour. “Even in our leather factory, we have programs in place to train new talent,” she said. “There’s a real need to develop the next generation of skilled workers in Canada.”
Addressing Tariffs and Economic Shifts
With shifting global trade policies, Roots is keeping a close watch on tariffs and the de minimis threshold, which affects duties on low-value imports. “It’s a constantly evolving situation,” Roach said. “While our U.S. exposure is lower than some brands, we are monitoring how tariffs impact the Canadian consumer.”
She remains optimistic about Canada’s global standing. “We’ve always had strong relationships with international markets. We believe Canadian brands can succeed both at home and globally.”
Collaborating with Canadian Designers and Artists
Roots has a strong track record of collaborations with Canadian brands and artists. “We don’t just focus on big-name partnerships like Barbie or Wicked—we also work with homegrown brands,” Roach said.
The company has collaborated with local brands like Alder Apparel and partnered with Canadian sports teams, including the Toronto Raptors and the newly formed Toronto Tempo of the WNBA. “When the Raptors won their championship, we made their official jackets,” Roach added. “We’ve done similar projects with the Toronto Maple Leafs and across the hockey world.”
Roots has also supported Canadian talent beyond sports. “We’ve worked with celebrities such as Canadian Lorne Michaels, and other influential figures. It’s about bringing Canadian culture to a global stage.”
Expansion and Store Renovations
Roots is investing in major store renovations and expansions. “Our Robson Street flagship in Vancouver is undergoing a major renovation and will reopen by summer,” Roach revealed. “Having a flagship on Robson Street is crucial, given its status as a premier Canadian retail destination.”
Additional renovations are underway at Vaughan Mills and Champlain Mall. “We’re also launching a pop-up store at at unique location, which will open in the coming months,” she said. “It’s part of our strategy to test new locations and evolve our store experience.”
Roots as a Canadian Brand
Roots remains committed to its Canadian foundation while growing its global footprint. “We continue to design everything in Toronto, and we’re focused on investing in Canada,” Roach said. “From employing Canadians to supporting local brands, we want to ensure our business has a positive impact on the economy.”
For Roach, the future of Roots is about more than just retail—it’s about fostering national pride. “At the end of the day, we want people to feel connected to Canada. Whether it’s through a Roots hoodie or a leather bag, we want to give people something that makes them proud to be Canadian.”
