Michael Budman, Roots Canada
Roots Canada, in trumpeting its ‘made in Canada’ production ethic, and in moving forward with new stores, new products, and new licensing partnerships remains one of this country’s remarkable marketing phenomena.
Started 22 years ago by Michael Budman and Don Green, Roots has become cemented in the minds of many as the consummate Canadian company, with a reputation for well-appointed stores and quality merchandise.
The last year has seen the fashion retailer open more than 20 stores across the country for a total of 95.
Along with clothes, the Roots name now also graces watches, and, most recently, a line of fashion eyewear.
Roots shoes can be found in Eaton’s stores, marking a move into new distribution partnerships.
According to Michael Budman, Roots has maintained its image by being a manufacturer and a retailer, thereby keeping control of the quality of the merchandise and its distribution.
‘At Roots, we really feel we’re marketing the culture and integrity of the company itself,’ he says. ‘The philosophy runs through everything we do.’
Budman compares Roots, which manufactures exclusively in Canada, and which pays its labor ‘extremely well,’ compared with other fashion retailers that sell clothes made in Third World countries and pay its workers ’30 cents an hour, with two lavatory breaks.’
Budman justifies the decision to manufacture exclusively in Canada in marketing terms: ‘People in this day and age care more where and how something is made.
‘A big part of our marketing is taking a stand to manufacture in Canada,’ he says. ‘Although it’s selling all over the world, it’s indigenous to this culture, and we believe in manufacturing here.’
Budman says that he and partner Green waited a long time to license the Roots name, which they have now done only twice, and were only willing to offer it for merchandise they felt they could not practically make themselves.
‘We’re willing to do it in very specialized items,’ he says.
Further products under consideration for the Roots brand include home furnishings, hosiery and socks.
