Roots Canada launched its new concept Cabin flagship store at Yorkdale Shopping Centre with a party attended by co-founders Don Green, Michael Budman, and Roots’ President and CEO Jim Gabel. The store is large and bright with over 500o square feet. What really interesting is there is a customization workshop where one can create their own Roots jacket and bag design. It can be digitally created on a screen. There are customization staff members to help. There are a few styles to choose from including The Award Jacket and The Downtown Tote. All Roots leather products can be monogrammed as well.
The new Cabin design is bright, spacious and has a rustic vibe. There are homages to Roots’ past including the sign that hung over the very first Roots from 1973, artifacts from archives, and the machine that made the first negative heel shoe. For decor, the store features wood, canoe paddles and celebrity Award Jacket replicas (David Bowie, Martin Short are a couple of them). There is a customer lounge area to charge phones and relax and catch a cool live performance. The Endless Aisle area allows one to browse online, place and pick up an order.
In keeping with the Roots tradition, the party also celebrated their World Famous Sweats. The sweats are made from blended cotton knit which creates the signature fleece and come in a variety of colours. The famous cooper beaver logo is on all of them. Performers Jessie Reyez, Daniela Andrade, Daniel Caesar and Ryland James (all part of Apple Music) are the World Famous Sweats brand ambassadors. It was exciting to hear Daniela Andrade and Ryland James perform at the party.
Jamie’s Italian (also located at Yorkdale) was the event caterer and provided delicious Italian cuisine. Roots plans on rolling out many more of the new Cabin design stores, and it looks like a winning concept.
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