What the U.S.-Canadian takeover of Roots means for the Canadian brand

The Roots takeover by U.S.-Canadian company Marquee Brands and JM&A Design and Development Inc. has the potential to redefine the Canadian brand and its shoppers. Founded in 1973 by American friends, Michael Budman and Don Green, and rooted in their experiences at Camp Tamakwa in Algonquin Park, Ontario, Roots has become a global lifestyle brand with over 100 stores in Canada, two in the U.S., and numerous partner stores in Asia.

The brand is also known for its strong association with Canada, featuring Canadian celebrities such as Celine Dion, Drake, and Seth Rogen.

The acquisition, which Mimran emphasizes is a U.S.-Canadian takeover, will see the direct-to-consumer operations in Canada and the U.S., as well as the design, development, and manufacturing of the company's apparel, overseen by Marquee Brands and JM&A. Joe Mimran, with his extensive experience in fashion brands like Alfred Sung, Club Monaco, and Joe Fresh, believes his expertise will be invaluable to Roots' product line, which includes men's, women's, and kids' apparel as well as accessories, including a strong leather goods business.

Roots' headquarters will remain in Canada, and the company's goal is to grow the brand beyond its current size. Mimran expects some visible changes in the coming months, but he assures that the brand will still be recognizable as 'Roots'. The designing, sourcing, and merchandising for Roots are currently done from Toronto, and the brand sources some of its pieces from a domestic leather factory in Ontario.

The company plans to expand into France and Europe through a wholesale partner this fall, with all products designed and developed in Canada during recent seasons. Mimran also notes the company's commitment to expanding Roots' presence in other markets, stating that Canadians should be excited about the opportunities this acquisition brings.