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Fortune
Fortune
Orianna Rosa Royle

Canada Goose CEO isn't worried about diluting the brand as it expands to homeware—but experts caution there are graveyards of companies that tried

Canada Goose Dani Reiss Canada Fortune Apple
(Credit: Courtesy of Canada Goose)

When you think of Canada Goose, you probably picture its trademark fur-trimmed parka, which is designed to keep people warm in sub-zero temperatures. 

But today, the $1.5 billion winterwear company’s logo can actually be found on sneakers, T-shirts, socks and more. “We don't just make outerwear anymore,” CEO Dani Reiss tells Fortune.

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