Strengths
- The business and products have the smallest possible footprint
- The brand encourages everyone to lead an active lifestyle
- High quality, high performance products
- Competitive prices
- Operate honesty and fairly
- Lead by example, they aim motivate others to act for the people and planet
- Products are sustainably sourced
- Act to preserve and restore wild places
- Loyal customer base
- Innovative and creative
Weaknesses
- Products are expensive
- Only a Canadian business
- Limited stores across Canada
Opportunities
- Continue to become the country’s most sustainable business
- Aspire to be the most viable and vibrant outdoor retail business in Canada
- Want the ability to engage all Canadians to live an active life
- Expand business internationally
Threats
- COVID-19
- Increasing competition