Canada Goose is using its newest Vancouver store to demonstrate how the company sees luxury retail evolving: through deeper customer engagement, personalized service and immersive brand experiences.
The Canadian luxury brand has opened a 4,269-square-foot location at Oakridge Park, marking the Canadian debut of its new global retail concept. Developed in partnership with architecture and design firm Snøhetta and first introduced in Paris, Milan and Chicago, the concept reflects a broader shift in how Canada Goose approaches physical retail.
“Retail is always changing,” Carrie Baker, President of Canada Goose, said in an interview with Retail Insider. “We’ve been responding to a pretty fundamental shift. It’s moving from product-led to experience and engagement-led.”
The Oakridge Park store is Canada Goose’s second location in Vancouver and one of 88 stores globally. The opening comes as the company continues to expand its direct-to-consumer business, reporting revenue growth of 13.3 per cent in Fiscal 2026 and ending the year with five consecutive quarters of positive comparable sales growth.
For Baker, the role of the physical store has changed significantly since Canada Goose began opening its own retail locations.
“When you think about luxury retail, it has to do more than display a product,” she said. “It has to be an opportunity for us to fully express the brand and also be able to create a real relationship with that person walking in.”
The new concept builds on Canada Goose’s longstanding focus on experiential retail while introducing a more immersive environment that brings together architecture, art and storytelling. At Oakridge Park, visitors encounter a space designed with wood, stone and brushed metal finishes, along with curated artwork and design elements intended to reflect Canadian heritage and the natural landscapes that have long inspired the brand.
Oakridge Park as a Luxury Retail Setting
The store opens within Oakridge Park’s growing luxury district, where Canada Goose sits alongside a collection of international brands that have helped reposition the Vancouver development as one of the country’s most closely watched retail projects.
For Canada Goose, the location reflects the company’s view of where the brand belongs globally.
“That’s right where we should be,” Baker said, referring to the store’s luxury adjacencies. “A luxury brand. I think Canadians forget that because they know us. They’ve known us for so long. But when you look at where we are around the world, our adjacencies are luxury, premium brands, and that’s exactly where we fit.”
Baker said Vancouver was already an important market for Canada Goose, with a strong base of local customers and tourism-driven demand. Oakridge Park offered an opportunity to reach that customer within an environment built around design, experience and a broader mix of uses.
“When you look at Oakridge and what they’re trying to do, to us, it reflects where luxury retail is going,” she said.
Why Canada Goose Rethought the Store Experience
The Oakridge Park store reflects a broader evolution taking place across luxury retail.
As consumers seek stronger personal connections with brands, Canada Goose has been rethinking what its stores are meant to do. The company’s earliest retail locations were designed to introduce customers to the full breadth of the brand’s assortment and communicate its story in a physical environment. Today, the objective has become more layered.
That shift is influencing everything from store design to customer service. The company now views its stores as places where customers can engage more deeply with the brand, learn about its heritage and build relationships with store teams.
The result is a retail concept that combines architecture, art, hospitality and storytelling within a single environment.
Inside the Oakridge Park Store
The Oakridge Park location introduces a refined design language that Canada Goose plans to incorporate into future retail projects.
The concept draws inspiration from Canadian landscapes while maintaining a clean and contemporary aesthetic. Wood, stone and brushed metal finishes create a warm and understated backdrop for the product assortment, while carefully considered sightlines encourage customers to explore the space at a more relaxed pace.
The design also incorporates artwork inspired by the Rocky Mountains and visual references to Canada Goose’s heritage, creating a physical environment that reflects the company’s identity as a Canadian luxury brand.
A central feature of the store is what Canada Goose calls the “hearth,” a gathering space designed to anchor the environment and create a sense of warmth and connection. The layout encourages interaction, conversation and discovery, supporting the company’s belief that physical stores remain central to luxury retail.
The Vault and a More Personal Luxury Experience
Among the most distinctive elements of the new concept is a dedicated area known as the Vault.
Designed as a destination within the store, the Vault provides a more intimate environment where customers can explore new collections, receive personalized service and spend time with family or friends during the shopping process.
“It slows down the process a little bit more,” Baker said. “It engages them. It’s an opportunity to get to know them.”
The concept reflects a growing emphasis on clienteling within luxury retail. Canada Goose aims to build longer-term relationships with customers and better understand their preferences, lifestyles and shopping habits.
According to Baker, those conversations often reveal far more than a customer’s immediate product needs.
“Who are you? What are you looking for? What kind of style do you like?” she said. “These special places give us an opportunity for deeper brand immersion and an elevated client interaction.”
The company sees these interactions as increasingly important as luxury consumers place greater value on service, personalization and human connection.
Art, Architecture and Canadian Identity
While the new concept reflects a contemporary approach to luxury retail, Canada Goose has also incorporated elements that reinforce its Canadian roots.
The Oakridge Park store features several works by Indigenous artists, including commissions by British Columbia artist Sonny Assu. One installation reimagines the brand’s Snow Mantra Parka as a Northwest Coast Button Blanket, while another incorporates abstracted Kwakwaka’wakw formline imagery.
The location also includes a large-scale mural inspired by Inuit artist Kenojuak Ashevak’s Woman with Fish, continuing Canada Goose’s long-running commitment to showcasing Inuit and Indigenous art through its retail environments.
For Baker, these elements help tell a broader story about the company’s identity.
“Showcasing our connection to Canada is really important,” she said. “It’s so core to who we are.”
The artwork forms part of the Canada Goose Art Collection, which includes more than 700 pieces displayed in stores around the world.
“We want to continue to showcase that Canadian identity,” Baker said. “It’s how we show up, it’s how we tell our story, it’s how we serve.”
Beyond the Parka
Although Canada Goose remains best known for premium outerwear, the company continues to expand its product offering across multiple categories.
Baker said apparel has become one of the company’s fastest-growing businesses, reflecting changing customer perceptions of the brand.
“We are an outerwear company that continues to grow,” she said. “But when you look at what’s our fastest-growing categories, apparel.”
The expansion includes ready-to-wear collections, lightweight seasonal products, rainwear and footwear, helping Canada Goose engage customers throughout the year.
Rainwear has emerged as a particularly relevant category in markets such as Vancouver, where weather conditions create natural demand for lightweight performance products.
The broader assortment is also influencing customer behaviour. According to Baker, consumers who first enter the brand through apparel often become repeat customers and explore additional categories over time.
“What’s interesting is that when people start with Canada Goose through apparel, they’re actually more likely to come back and shop again,” she said.
The evolution reflects a larger objective: extending the brand’s relevance beyond cold-weather outerwear while maintaining its premium positioning.
Building Relationships Through Retail
A recurring theme throughout Baker’s discussion was the importance of people.
Canada Goose refers to store associates as “brand ambassadors,” reflecting the role they play in representing the company and building customer relationships.
“You can have the best environment in the world and the best product, but if you don’t have the best people working in your stores, it doesn’t matter,” Baker said.
The company places significant emphasis on hiring people who can connect with customers, communicate the brand’s story and create memorable experiences.
According to Baker, today’s luxury consumers increasingly expect a level of personalization that extends beyond product recommendations.
“People want to feel known,” she said.
That philosophy also informs Canada Goose’s omnichannel strategy. The company continues to invest in connecting digital and physical touchpoints, including wish lists, clienteling programs, in-store services and aftercare support.
Baker sees e-commerce and stores as complementary parts of a single customer journey.
“Those intersect,” she said. “Customers spend time in both and for different needs and at different times.”
Selective Growth and Long-Term Vision
The Oakridge Park opening comes during a period of continued growth for Canada Goose.
The company reported revenue of approximately $1.53 billion in Fiscal 2026 and ended the year with 88 stores globally. Direct-to-consumer comparable sales increased 8.4 per cent during the year, while fourth-quarter comparable sales rose 10 per cent.
Despite that momentum, Baker emphasized that Canada Goose remains selective when it comes to physical expansion.
“We don’t want to be everywhere,” she said. “We want to be in the right places.”
That approach has shaped the company’s retail strategy from the beginning. While Canada Goose continues to evaluate opportunities in Canada and internationally, the focus remains on opening stores that align with the brand’s positioning and long-term objectives.
For Baker, Oakridge Park represents an example of that strategy in action.
Located alongside some of the world’s most prominent luxury brands, the new store gives Canada Goose a setting to showcase its evolving vision for retail while reinforcing its place within the global luxury landscape.
As the company continues to refine its store concept, Oakridge Park offers a look at how Canada Goose believes luxury retail will evolve in the years ahead: through experience, storytelling, personal connection and a distinctly Canadian point of view.
