Why Beaver Canoe has gone to the dogs

Roots Canada offshoot brings line of pet clothing, accessories to PetSmart

TORONTO Beloved camp culture brand Beaver Canoe has resurfaced once again after its brief revival at doomed retailer Target Canada — this time, as a line of pet clothing and accessories.

The Roots Canada offshoot label has partnered with specialty retailer PetSmart Canada in a multiyear deal for a line of licensed pet apparel, toys and accessories.

“Pets are a good niche,” said Jim Gabel, who was named president and chief executive of Roots Canada a few months after investment firm Searchlight Capital Partners bought a majority stake of the veteran Canadian retailer from its co-founders Michael Budman and Don Green in late 2015.

“Beaver Canoe is an outdoor brand, and there is a long-standing association between the outdoors and pets. It’s something within the goalposts of where we see the brand long-term: while some people would know our brand because they grew up with it or had bought it for their children, this (could introduce the brand to) people who perhaps don’t have traditional families but have extended families through their pets.”

Gabel, who held executive roles at Adidas Group Canada and was president of the performance group at footwear company Wolverine World Wide Inc. before taking the helm of Roots, said the majority of the company’s brand work and development is currently focused on Roots, which has 117 stores across the country. The retailer also has a handful of locations in the U.S. and more than 100 stores in Asia.

Beaver Canoe, known for its distinctive diamond shaped logo, launched initially as a clothing brand in 1981 and was embraced, along with Roots, as a staple of casual camp chic.

Later discontinued as fashion tastes changed in the 1990s, stock of Beaver Canoe nevertheless sold out quickly when Roots brought it back for a 30-year anniversary limited run in stores.

The brand came back in a much bigger way to Target stores in 2013, where for a time its demand in the apparel and home accessories categories exceeded supply, but that too ended when Target’s Canadian business flamed out a mere two years later.

Gabel says there are no current plans for Roots to bring back the Beaver Canoe brand as an apparel brands for kids and adults.

“We don’t want to take for granted that just because some consumers are asking for it that you have got widespread acceptance,” he said, noting the brand’s extension to products such as pet beds, leashes, collars and dog sweaters will bring it more positive exposure.

“It does give us a conversation point with those consumers to figure out what their appetite is and interest for additional exposure to the Beaver Canoe brand.”

Amid a tenuous time in retail and in apparel in particular, pets appear to be a particularly safe haven for brands as consumers spend an increasingly bigger part of their disposable income on pampering their furry companions.

Global sales of pet products rose 14 per cent between 2011 and 2016 to US$28.3 billion, according to market research firm Euromonitor, with North American sales accounting for 56 per cent of the global total.

Sales of clothing, toys, bedding, gadgets and other pet accessories rose 18 per cent between 2011 and 2016, to US$18.3 billion.

Behind the growth is an increasing “premiumization” of the pet market, according to the market research firm.