That Surging IPO Just Made Canada Goose an Even Bigger Protest Target

“Your fur trim right here, you paid someone to murder a dog,” a protester with a whistle yelled at a woman in a Canada Goose parka. Others chased people down the block, signs in hand, chastising the coat wearer animal cruelty. “Shame on you!” another protestor screamed at a woman shuffling by in Canada Goose apparel. Every few minutes, another pedestrian in a $900 Canada Goose product walk past and the pack would pounce as six police officers stood watch across the street. Some of the activists took to howling. scene was organized by groups that included People for the Ethical Treatment of Animals, and it had the usual hallmarks.For Canada Goose Holdings Inc., the morning was a success, raising $256 million in a trading debut that gave the company a richer valuation than that of any luxury retailer. A protest of the company use of fur didn factor into the IPO. Yet Canada Goose has now become a juicier for animal rights activists that could matter to the newly public company. The model behind the pricey coats might be relatively impervious to protest signs. But no company ugly scenes in front of its stores, and the potential alienation of celebrities who build up the brand poses a particular to Canada Goose.These dangers Toronto based Canada Goose to list protests a potential risk in its prospectus to potential investors. “We have been the target of activists in the past, and may continue to be in the future,” the filing said. “Protestors can disrupt sales at our stores, or use social media or other campaigns to sway public opinion against our products. If any such activists are successful at either of these our sales and results of operations may be adversely affected.”The damage hasn come yet. “We have not experienced any decline in sales with regards to any of the activity,” Canada Goose Chief Executive Dani Reiss said in an interview on Thursday. He also insisted that his company sources its materials ethically and sustainably. Still, she doesn expect Canada Goose to cave. The label already allows shoppers to decide whether or not to purchase coyote fur fringed hood on a coat, and there almost no chance of dropping the goose feather insulation that has become a prominent part of its branding.The biggest risk, Crenshaw says, is that may shy away for fear of a Canada Goose a strong celebrity following as it grew in popularity, counting such names as rapper Drake and actor Hugh Jackman as fans. The strength that helped turn Goose into a fashion staple can now become a major vulnerability. Already, a cluster of celebrities, including Long and Maggie Q, have spoken out against the coat label.Ashley Byrne, associate director of campaigns for PETA, said the group turned out for the IPO to expose investors and customers to the company business practices. He held three pieces of Canada Goose coyote fur trim, unzipped from the coats, that had been donated by their wearers that morning. “We really can allow this company to flourish,” he said.