Canada Goose opens first inventory-free concept store in Toronto
today Dec 5, 2019
Canada Goose unveiled on Wednesday a new concept store that is inventory-free.
Dubbed 'The Journey', the Canadian luxury parka maker said the flagship store set to open on Thursday in CF Sherway Gardens, in Toronto, Canada, was “designed to push the boundaries of e-commerce and retail."
Customers will be able to shop Canada Goose performance luxury apparel through digital content, interactive product displays, and its award-winning Cold Room with the promise of same-day home delivery.
"In retail, experience is everything – and trying on a Canada Goose jacket for the first time is a powerful experience. This new store amplifies that moment by creating an environment that digitally and physically transports people into the Arctic in innovative, surprising, and inspiring ways," said Dani Reiss, president & CEO, Canada Goose, in a news statement.
"The way people shop is changing and I'm excited to be a leader in defining the future of retail."
Inside, 'The Journey' begins as guests step through a two-story glacier façade.
Next, guests walk through the crevasse featuring digital panels made to create the sound of ice-cracking beneath their feet, inviting them to leave the outside world behind.
After the Crevasse in the store’s loop is The Elements Room, surrounded by floor-to-ceiling screens projecting videos of sweeping landscapes, which change seasonally.
From there, customers can suit up in the luxury parkas and hit the Cold Room, where products can be tested in temperature set at -12 degrees Celsius, while being surrounded by floor-to-ceiling Arctic landscapes – and real snow.
Finally, customers can then shop online via touchscreen.
The new retail concept follows a trend seen in retail that allows “the experience” to trump product display.
The new location is one of six store openings that Canada Goose announced back in April, including two store openings in Europe, one in the United States and three in Canada.
The store marks the company’s 20 location with stores in London, New York, Boston, Chicago, Calgary and Tokyo, among others.
Canada Goose has been in expansion mode since going public in 2017, venturing into retail and expanding into new product categories.
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