Montreal Moose Knuckles attracts a luxury expert

VictorLuis describes the luxury clothing market as a three -legged stool: handbags, shoes, and newcomers, outdoor clothes.

It was this last paw that convinced the veteran of the industry to invest in the high -end parka brand and Moose Knuckles sportswear, established in Montreal.

"Outdoor clothes represent a global opportunity of $ 10 billion or more which is very fragmented," said M.Luis, former head of management of Tapestry, the mother company of luxury clothing beer coach, Kate Spade and Stuart Weitzman, during an interview by videoconferencing from New York.

"There are a lot of small brands, but only one or two big brands.The opportunity, for us, to take market share and grow with the huge amount of energy behind the category, and to really become a leader in this space, is very important.»»

M.Luis a été nommé président exécutif de Moose Knuckles plus tôt ce mois-ci, après avoir réalisé un « investissement important»» dans la société privée.He thus joined the institutional investor Cathay Capital as an operational partner.

For management checks, NoahStern and AyalTwik, the financial support of a fashion titan is a vote of confidence in the brand.

« Pouvoir attirer quelqu’un du pedigree et du talent évident de Victor, et surtout de sa passion, est un témoignage, pour nous et pour la marque, de ce que nous avons pu accomplir jusqu’à présent»», a affirmé M.Twik.

Moose Knuckles has recorded growth of 50 % in the past five years, with an increase of almost 100 % of direct sales to consumers in the past year only.

The Parkas manufacturer is present in more than 30 countries, in high -end department stores like Selfridges, Holt Renfrew, SAKS Fifth Avenue, Isetan and Lane Crawford.

He also sets up his own autonomous points of sale.Moose Knuckles opened its flagship store at the Toronto Yorkdale shopping center in 2017 _ just in front of its competitor canada goose _ and now has 11 physical stores.

Alors que la marque existe dans le même espace que des sociétés comme Canada Goose et Nobis, Moose Knuckles s’adresse à un « public plus jeune»», explique M.Twik.

« Nous sommes une marque avant-gardiste»», fait-il valoir, lui qui a fait ses débuts en nettoyant les planchers et en stockant des étagères chez le grossiste familial de la Cité de la Mode de Montréal.

"We have seen luxury outdoor clothes become quite popular and we have identified a sector where they could be brought in a younger and irreverent direction.»»

L’idée est de faire des vêtements d’extérieur un « nouveau sac à main»» pour la prochaine génération d’acheteurs de luxe, explique-t-il.

A coat that does not look like a sleeping bag

Part of the equation for Moose Knuckles is to perfect its parkas, jackets and jackets.

The challenge of the company's design and engineering team was to manufacture the hottest coat on the market that does not look like a sleeping bag, explains M.Stern.

« Ils ont trouvé un moyen de livrer ce qui est considéré comme le parka le plus chaud parmi nos concurrents mondiaux»», poursuit M.Stern, qui a commencé dans l’industrie du vêtement à l’âge de huit ans en travaillant dans la salle d’expédition de l’usine de vêtements d’extérieur de sa famille, à Winnipeg.

"But he always keeps a very sexy and modern cut.»»

The Parkas Prize varies from $ 995 to $ 1424 for the Parka for women Mont Joli, adorned with a 24 -carat gold Moose Knuckles logo.

The company's sportswear starts at around $ 120 for a t-shirt or a hat and their price climbs up to around $ 390 for a hooding sweater with zipper with zipper.

But beyond the design and manufacturing of clothing remains the appeal to young people and the brand's impertinent image, the qualities it cultivates through influencers, social media and carefully designed marketing campaigns.

Even if the advertising of Moose Knuckles is smart, the growth of the company also goes through word of mouth, especially in Asia.

Company sales in China, where it currently has three stores, raised 1,200 % dazzlingly during the Pandemic of Covid-19, last year.

"There is a great opportunity to grow in what is the largest luxury product market in the world, which is in Asia. Et en Asie, bien sûr, la plus grande occasion est la Chine»», souligne M.Luis.

The brand will continue to associate with department stores around the world, but is increasingly focusing on the construction of its own stores.Ten others are expected to open by the end of 2022, said M.Stern.

However, despite the plans of the company to continue its rapid growth while the economy reopens after the restrictions linked to COVVI-19, it finds itself faced with the many supply chain problems to which the retail sectoris confronted in the world.

But Moose Knuckles has reserves of items in Canada which will allow him to avoid problems with container shortages and others, says M.Stern.

"We will certainly use more air freight this year than we have never had to use, because there is this period extremely (...) longer to transport goods from factories to our warehouses.»»