The company veteran, who had been president of North America, sees plenty of growth ahead for the brand.
As Baker steps up, Ana Mihaljevic is taking on the dual role of president, North America, and executive vice president of sales operations and planning.parkas but has been steadily branching into a lifestyle positioning with lightweight gear, including knits, and the addition of footwear last year.
The company, which wraps up its fiscal year on Monday, has projected annual revenue of about 1.1 billion Canadian dollars. “It has to start with great product,” she said. “It has to be awesome, without that it’s just smoke and mirrors — great product, made in Canada, top of the line materials going into it and that ethos, that combination has never wavered.”
Baker said there’s plenty of room still to grow, from its home market in Canada to the U.S. to Asia to Europe and beyond.“We’re not trend chasers,” Baker said. “We’re not interested in only fast wins. We are very deliberate. We are methodical. Our plan is ambitious, but we know we have to be disciplined in how we execute it for long-term success.”
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