NEW AND NOTEWORTHY

KEEPING THE LITTLE ONES COMFY
Organic baby layette items are great for holiday gifts

The latest baby collection to hit stores this season is the Relax Layette Group. The simple four-piece collection is comprised of a sleeveless jumpsuit, a two-piece ensemble, a striped jumpsuit, and a bodysuit. Made from 100% organic cotton, the environmentally friendly collection is sure to keep babies comfortable with its soft texture.

Designed by Elsa De Sousa, Senior Designer of Babies, each piece in the collection features a traditional Roots beaver logo and comes in blush with high rise grey stripes and creek blue with high rise grey stripes. Additionally, each top features snap buttons on the left shoulder or down the chest, making them easy to put on and take off.

Currently available at Roots stores in Canada, the collection was coordinated by Merchandising Manager for Babies Marisa Battaglia and makes for great holiday gifts for babies. Up until Christmas Eve, a percentage of the proceeds from each organic baby layette purchase will be donated to the Canadian Wildlife Federation in support of polar bears, the number one species being displaced from its habitat due to global warming.

• Relax Sleeveless Jumpsuit, sizes XS-XL, retail price: $29.95; Relax 2-Piece, sizes XS-5T, retail price: $32.95; Relax Stripe Jumpsuit, sizes XS-XL, retail price: $32.95; Relax Bodysuit (2-Pack), sizes XS-XL, retail price: $29.95

WEARING A COLLECTOR’S ITEM
Roots and New Era cover heads with the best in baseball caps

This limited edition of baseball hats, commissioned by Roots and made by US-based hat-maker New Era, hit select Roots stores in Canada and the US this week. Each hat comes with a one-of-a-kind numbered hangtag, giving it an individual identity.

Inspired by various Canadian landmarks and famous sports teams, the Roots New Era fitted hat is uniquely shaped, and has a wide flat peak. Featuring the famous ‘59fifty’ New Era fit, the hat is available in seven styles: The Roots Nordique – inspired by the Quebec Nordiques, a former NHL team; The Canadian Shield – inspired by the Roots Zip Polo; The Parliament – inspired by Parliament Hill; The Maple Leaf Hockey Hat; The Letterman; The Argyle and The Cloud.

The hat includes a custom-made Roots gift box, which can be used to store the exclusive headgear. It is also designed to work as an original gift idea for the holiday season. The box is only available with the Roots New Era hat.

Lynne Morris, Senior Designer of Accessories, spearheaded the initiative with New Era, the legendary hat maker based in Buffalo, NY. “I think our customers will really appreciate the look and quality of these hats,” says Lynne, who designed six out of the seven hat styles.

David Young, Senior Designer of Special Projects, coordinated the design of the Maple Leaf Hockey Hat, made from polyester mesh. All other styles come in pure wool gabardine fabric.

Designed to suit the current clothing mix, the Roots New Era hat comes with embroidery, print and flock graphics created by Roots. Retail price: $59.95 - $69.95

GOOD BOOKS, GOOD LOOKS

Staff at Canada’s largest chain of bookstores styled by Roots

The next time you enter an Indigo, Chapters, or Coles bookstore, you might notice a certain Roots influence. A few months ago, Indigo (which also owns Chapters and Coles) decided it was time for a new look for their staff. Heather Reisman, CEO of the company, contacted Roots in search of a stylish fresh approach to uniforms for in-store employees. She wanted her people to look and feel good in what they would be wearing and she knew Roots was the place to go. Indigo, Canada’s largest books retail chain, collaborated with Roots designers to develop stylish uniforms for its in-store staff.

Senior Designer of Special Projects David Young and Associate Designer, Joanne Joseph came up with the solution, after working closely with staff from Indigo over the past few months. They developed vests made from knit rib fabric that feature the Chapters, Coles and Indigo logos and will be used by employees at all three stores.

David and Joanne were assisted by Ling Chow, Product Manager, Special Projects, Karen Bryan-Kirkham, Technician, Special Projects, and Karen Fernes, Technician Manager. Joanna Iachetta, Account Manager in the Business-to-Business Department, coordinated the project.

Additionally, Lee Moderate and his team in the Wholesale Department and Bob Baker and his team at the Distribution Centre were instrumental in making the Roots-Indigo project come together in a timely and successful manner.

Founded in 1996, Indigo is today Canada’s largest books retail chain that has also become a trusted resource for music, gifts and literary events.

GREEN TIP #27

The latest in our series of easy ways to help the environment

Hang up your dryer: This will surprise few people but it needs repeating... Clothes dryers are huge energy gluttons. To reduce their energy use: Clean the lint filter after each load (which will improve air circulation). Use the cool-down cycle (this allows clothes to finish drying from the residual heat inside). Better yet, abandon your dryer and buy some drying racks, if you don't have a clothesline. Generally, clothes dry overnight.

- (Source: Vanity Fair magazine)

NIGHT MOVES

Roots Visual Team goes the extra mile after hours

With Christmas just a month away, the Visual Department has been working overtime setting up and redecorating stores for the busy, all-important holiday period. Over the past two weeks, dozens of Roots stores across Canada have been transformed into a more festive mode by a special team of visual merchants. In the Toronto area alone, the team has spent lots of extra hours revamping nine stores, including the flagship location on Bloor Street, Yorkdale, and Roots Central at the Eaton Centre.
Led by Pauline Landriault, Director of Visual Planning and Store Development, and Peter Paquette, Senior Visual Merchant and Coordinator, the visual team had the tasks of remerchandising entire stores, redressing mannequins and moving around furniture. They also added festive decorations and props around the stores and in their windows.

“This year, the colour red and our red buffalo plaid dominate our flagship stores with red LED lights and natural wood accessory ‘trees’ and ‘stars,’” says Peter. “The Buffalo plaid theme has been carried through to this year’s gift box and gift bags in all stores coast to coast.”

Some changes are made while the stores are open, but the majority of work is done after hours and continues on into the early morning. The longest revamp was at Central, which took the team 17 hours one night and another 12 hours the next night. Other stores the visual department has redecorated are Sherway, Bayview, Square One, The Lodge, Queen St. and St. Clair.

“Working at night is a great way to adapt the stores for the holidays without disrupting business during the day,” says Pauline. “The team really pulled everything together and we have to thank all the store managers and volunteer staff for supporting us through the long late hours.”
The Toronto set up team involved in the flips consisted of James Wilford, Senior Visual Merchant; and Visual Merchants Natalie Barone; Marcel Gringras, Senior Visual Merchant from Montreal; Carie Pecora; Candice Hilmarson; Lisa Weagle; Emily Rumble; and Vanessa Haight from Western Ontario.

Visual teams in other parts of Canada have been busy as well. Colin MacDonald, Senior Visual Merchant Vancouver, Deephi Dillon, Jeremy Russo and Samira Khattak of Vancouver, and Andrew Gerock in Calgary have risen to the occasion out west. Marie-Anne LaPorte has been doing all of the Ottawa region stores, while Marcel Gringas and Sandra Thiel tackled Quebec stores.
The teams also received invaluable assistance from Bob Baker, Director of the Distribution Centre in Toronto, and his team including Kathy Schweir, Warehouse Manager, Non-retail, and Len Boxil in the Supplies Department, all of whom made sure that the teams received the necessary material for the revamp on time.

“We love what we do,” says Pauline. “We really enjoy working together, and being in the stores helps us all be more successful at what we do. We will be visiting as many stores in the weeks to come to give them our support during these exciting months for Roots.”

ON TOUR WITH ROOTS

B2B responds to insatiable demand from music heavyweights

No sooner does the Business-to-Business Department produce Roots customized products for the likes of Madonna, Barbra Streisand, and Roger Waters than it’s asked to do it again for other major names in the music scene such as The Rolling Stones and The Dixie Chicks.

Given the amount of work he’s been doing in recent months attending to all these orders, Product Coordinator David Jackson could be forgiven for thinking the music world seems to never get enough of Roots.

Earlier this month, the Stones ordered some 300 Roots leather bags to be used as giveaways during their current world tour “A Bigger Bang”.

David coordinated the order along with Ed Cox, Senior Product Coordinator at the leather factory. More than 270 Banff Bags in black Tribe leather and some 80 New Gym Bags in Africa Tribe leather will be shipped this week to Vancouver.

Meanwhile, in a similar development, the all-female country music trio, the Dixie Chicks recently ordered some 125 brown Small Banff Bags for their current “Accidents and Accusations” tour. The bags will be shipped next week to the American Airlines Centre Arena in Austin, Texas where the trio will be performing.


As if this were not enough, the Business-to-Business Department has also snagged two other prestigious orders. See below and Good Books, Good Looks for more details.

HEALTH TIP #24

The latest in our series of easy ways to stay healthy

Sweet potatoes and yams: Not just for holidays... These powerhouse foods contain higher amounts of beta-carotene and vitamin C than carrots, more protein than wheat and rice, and more fiber than oat bran.

Sweet potatoes and yams also happen to be a rich source of DHEA (dehydroepiandrosterone). This is a precursor hormone -- a substance that remains latent until it converts into a hormone that the body needs. DHEA can become estrogen, progesterone, or testosterone, all essential for your body’s anti-aging defenses to work. As one ages, however, the body’s levels of precursor hormones like DHEA drop precipitously.

Eat these vegetables year-round and celebrate a long life!

- (Source: Secrets of Longevity, By Dr. Maoshing Ni)

MAKING THE SCENE

Why Roots is the venue of choice for so many special events

When Russell Smith and Peter Coish, the principals behind the new Canadian website xyyz.ca, decided to launch their online men’s lifestyle magazine this month, they chose the Roots flagship store in Toronto as the venue for the evening.

When writer Noah Richler and McClelland & Stewart, the publisher of his recent book on Canadian literature, decided to launch it in Toronto in September, they held the event at the Roots Rosedale store.

When CTV wanted a temporary home for eTalk where host Ben Mulroney could tape interviews for the popular entertainment news show during the recent Toronto Film Festival, CTV contacted Roots to use the flagship store.

When Matthew Teitelbaum, CEO of the Art Gallery of Ontario, was looking to have an exclusive AGO fundraiser involving 35 people last summer, the indoor and outdoor facilities of the Roots Head Office proved the perfect setting for the evening.

When Nikki Byrne, Campaigns Manager at the Rethink Breast Cancer charity, wanted to launch their 2006 campaign, she and her team chose the Bloor St. store for an evening last spring, for the third year in a row.

When writer and acclaimed health practitioner Xiaolan Zhao and her publisher Random House planned an evening to celebrate the publication of her book Reflections of the Moon on Water last January, they held it at Roots.

The list goes on, with good reason. Roots is much more than a retail business. With its longtime involvement in the arts, entertainment, amateur sports and countless good causes, Roots goes way beyond being simply a purveyor of fine leather goods and stylish apparel. For as long as anyone can remember, Roots has supported people doing things worthy of recognition. It’s part of the Roots ethos.

“We’ve always believed in being active in the community in different ways,” says Roots Co-Founder Michael Budman. “Part of that is supporting creative people who are doing interesting things. We like to pay tribute to them by hosting a special event in honour of their recent achievements or an important cause. We feel fortunate to have the opportunity and ability to use Roots as a venue to bring good people together for the right reasons and to help make things happen.”

Already in its earliest days in 1973, Roots was involved in different creative pursuits and connected with personalities from the world of arts and entertainment. The first store in Toronto seemed at times like a hub for future stars including actors/comedians Dan Aykroyd, Gilda Radner, Martin Short, Bill Murray and John Candy who were frequent visitors and often lent a hand attending to customers.

Ever since, Roots has attracted and supported scores of performers, directors, musicians, athletes, and environmentalists, many of whom have become close personal friends of Roots. Many have been the focus of an evening in their honour at Roots.

Hosting special events has multiple benefits. It generates a lot of attention for people, projects and causes that Roots feels deserve the spotlight. It brings together an interesting group of people, creating a sense of community with Roots as the common ground. In so doing, it’s not exactly been bad for the business either. Invariably, these events, and the media attention they attract, add considerable luster to the brand, further enhancing the perception of Roots.

Few businesses in Canada rival Roots when it comes to regularly staging original and engaging events that attract a good crowd and excellent press. Roots may make it look easy but it’s not. Putting on a successful evening is all about getting the big and small details right. There’s a lot more to it than most people realize. Raymond Perkins should know. As the Director of Public Relations and Special Events, he’s been organizing all kinds of special events at Roots for the past 20 years.

“If Roots has a reputation for throwing great events, it’s because we first try to make sure that the focus of each event has a connection to the Roots ethic,” says Raymond. “Whether it’s the launch of a new book or movie or in support of a certain cause, it’s important that it be congruent with Roots values. Second, it’s essential to have the appropriate mix of guests with people from different walks of life who share a common interest, who have a connection to and care about the event, not people who just go to any event.”

Other components help determine the fate of an evening. “There’s no real mystery to the winning recipe,” adds Raymond. “In addition to the right people and right theme, you need appropriate food and drink that is simple but the best; lighting that creates ambience, good music that people can hear without inhibiting conversation. Also vital to the mix is to surprise the guests with a great gift, a celebrity, or an idea or thought that stimulates and makes an ordinary event extraordinary. You also need a team of people you can count on to make everything seem effortless.”

Last week’s event for xyyz is the latest case in point. All the necessary ingredients were in evidence – good food, good music (not too loud), good lighting, a good mix of guests, and money being raised for a good cause. It was no ordinary reception, in part thanks to the slew of sponsors who wanted to make the scene and to be associated with Roots and xyyz.ca. They ranged from Pfaff Porsche, which parked a fleet of Porches in front of the store, to Johnnie Walker, which installed a special drink station with several attractive hostesses serving JW concoctions and Sony, which had half a dozen of its latest laptop computers on display connected online for people to consult www.xyyz.ca. In addition CBC’s pop culture specialist Jian Ghomeshi did a masterful job as emcee for the evening which included a raffle benefiting prostate cancer research.

“Having the xyyz evening at Roots seemed a natural match,” says Russell Smith, Executive Editor of xyyz.ca (and a columnist for the Globe and Mail). “From the beginning, Roots has been very supportive of us and our vision of what modern guys in Toronto want and need. Roots seems to share our vision of where media is going. We’re a site for ordinary guys who live busy lives and who want to be more sophisticated. We think a soft, luxurious leather briefcase or travel bag from Roots pretty much represents that personality type. We were pleased to be able to hold a party in such a glamorous space like Roots on Bloor.”

Regardless of the specific theme of the evening, the great thing about these special events is that they are a win-win for everyone involved. Let the party continue. – R.S

PRESENTS FOR A GOOD CAUSE

Paramount CEO comes to the right place for the right gifts

When quality is paramount in the customized gifts they offer, many in the entertainment business turn to Roots. In yet another example, earlier this month the head of Paramount Pictures Brad Grey contacted Roots Co-Founder Michael Budman for gifts for a major charity dinner gala.

On short notice, Roots produced some 900 gift totes and shipped them to Los Angeles within a span of a few days. The rush order, coordinated by David Jackson of the Business-to-Business Department, consisted of bags made from black nylon fabric and leather trim at the Roots leather factory in Toronto.

The bags were used as gifts for friends of Brad Grey at The Los Angeles Free Clinic’s Annual Dinner Gala, held earlier this week in Beverly Hills. The Clinic provides health services to people in need. One of the most eagerly anticipated philanthropic events in LA, this year’s Dinner Gala celebrated the Clinic’s 40th anniversary and its campaign to raise $15 million to fund a new Children and Family Health Center.

The event, which honoured Brad Grey as a leader in the entertainment world, was attended by Michael along with his son Matthew Budman.

Among the many movies Brad has produced are: the historical epic Troy, starring Brad Pitt and Orlando Bloom; Charlie and the Chocolate Factory, starring Johnny Depp; and The Departed, directed by Martin Scorsese, starring Leonardo DiCaprio, Matt Damon, Jack Nicholson and Mark Wahlberg.

IN A SUPPORTING ROLE

Roots makes cameo appearances on big and small screens

You never know where Roots will show up next. Film and TV directors have long been known to include characters wearing Roots in their productions. The tradition continues.

In the latest confirmed sighting, Roots apparel figures prominently in the new family movie Santa Clause 3: The Escape Clause. Mary Atzori, Leasing Assistant in the Wholesale Department, was surprised to see various elves wearing Roots scarves, hats and sweatshirts when she took her family to see the Disney comedy last weekend. She walked out of the movie theatre with her head high. “It was nice to see Roots apparel in this very enjoyable family movie,” says Mary. “It put a smile on my face.”

Directed by Michael Lembeck, Santa Clause 3: The Escape Clause is set in the North Pole where Santa (Tim Allen) tries to stop his mischievous rival Jack Frost (Martin Short) from taking over Christmas.

In addition to featuring Roots, the movie has another strong connection to Canada. It was partly filmed in British Colombia and Alberta.

Meanwhile, in another on-screen Roots sighting, this time on television, Roots appeared this week in an episode of the popular daytime soap Days of Our Lives. Bethany Peckham, Manager of the Roots store in Waterloo, Ontario, was watching the soap and happened to notice that one of the characters, Will Brady, was sporting the Fisher Puff Down Filled Vest.

ONLINE AND IN FOCUS

Roots website undergoes major revamp

Anybody who has visited the Roots website recently will have noticed its impressive new look. Currently, the homepage features a beautiful winter image of the Roots lodge in Algonquin Park under two feet of snow. It’s framed in the red and black buffalo plaid, the visual motif for this year’s holiday season at Roots. The next page on the site’s Canadian section shows another pastoral photo for the season along with an eco-friendly tip, in keeping with the Roots longtime commitment to the environment.

“The new look of the site is a bold move forward,” says James Connell, Director, E-Commerce, Digital Marketing and New Media. “While still keeping the site user friendly, we’ve created a dramatic change from the past look of the site so that consumers notice an obvious difference starting with the first page itself.”

The redesign process began last spring with the development of the Roots Canadian online store. Prior to this, roots.com sold products only in the US while Canadian customers were channeled to sears.ca with which Roots had a special agreement to sell products in Canada.

The new look of the entire Roots website is a work in progress that will be completed during the winter. The current configuration was uploaded in stages this month with input from Roots Co-Founders Michael Budman and Don Green along with Product Development Coordinator Syd Beder and Anthony Green, Don’s son. As part of the redesign, many new features are being added such as a revamped section for the Business-to-Business Department, and a special ‘Get Connected’ section where customers can locate Roots stores and view their up-to-date details along with pictures of the store.

Customers can also sign-up to receive store-specific emails to stay updated with new styles as soon as they hit their neighbouring Roots locations.

Additionally, the website features blogs updated by Roots employees that customers can read for information about various company initiatives and activities. There will also be links to the separate websites for Roots Home (for home products) and Roots Yoga (yoga apparel and accessories).

“The new look was developed to better align the in-store retail experience with the online experience,” says James. “For example, when the shopping bags at the stores change, we will also change the shopping bag icons on the website to match.”

Evolving further, roots.com will soon implement a content management system. This will enable Roots employees themselves to update sections of the site related to their respective departments.

“The aim is to have a more comprehensive website with many people contributing to it,” says James. “The new software will allow us to focus on developing quality content for the site with modern user-friendly technology.”

At the same time, James has continued to update the website making the most recent products available online. He has been assisted by his recently expanded web team, comprised of Graphic Designer in Information Technology Raynold Dela Cruz, Product Coordinator Anjali Singh, and Manager, E-commerce Operations, Victoria Lee.

The Business-to-Business section of the site has been integrated with support from Sales Assistant Josann Creighton-Robinson from the B2B department and Account Representative Patricia MacInnis from the Wholesale Department.

Additionally, PFSweb and Cybernomics, that provide related technical services to Roots, have also supported the development of the new website.

THE RIGHT STUFF

Nothing beats initiative and positive energy

Last weekend, during the 4-day “Get Ready For Holiday” shopping event at Roots stores, many of the sales staff really got into the act. At the outlet store in Halifax, NS (Bayers Lake), the team was really excited about exceeding their sales goal.

To that end, Allison Leadley and Leigh Giffin stepped out into the cold and rainy evening in their warm Roots jackets and used their megaphone to announce to passersby that there was one hour left in the sale. Within 15 minutes, the store was packed again. As a result of their initiative, their store generated several thousand dollars more in sales in the final half hour, easily surpassing its sales target.

SHINING IN LA BELLE PROVINCE

Latest ‘MVP of the Month’ at the helm of Roots Centreville

Montreal has always had a special place at Roots. It’s where Roots opened its second store in December 1973 in the early days of the business. Since then, the brand has enjoyed great support and loyalty from Quebec customers.

The flagship store in the province is known as Roots Centreville, located in the heart of Montreal next to the well-known intersection of Peel and Ste. Catherine. It’s also the professional home of the latest Roots MVP of The Month Aran Pamplona, who has been the manager of the store since it opened in 1999.

Aran never seems to tire of her work, which includes sales, customer service, hiring, training, coaching, visuals, merchandising, motivating the staff, and resource protection in addition to assisting, when needed, Quebec Regional Director Ginette Fillion.

When you work as a manager in retail, your customers and staff count on you to be on every day. “After more than 20 years of retail experience,” says Aran, “the biggest challenge I find is retaining qualified staff. Most don’t plan a career in retail sales. It’s just a temporary stage in their working life.”

Not the case with Aran who seems to thrive in the retail environment. She joined Roots in early 1997 as the manager of a smaller store in Montreal after working as a store manager at Femme de Carrière (business attire for women) for seven years.

Born in the north of Spain, Aran and her family immigrated first to Boston in 1975 when she was a child. A year later, they moved to Canada. Today she lives in Montreal in an area called Le Plateau at the base of Mont Royal.

“It’s easy to explain why I’ve been committed to Roots for so many years,” says Aran, 41, whose first language is Spanish but is perfectly fluent in English and French. “It consists of three main reasons: the values that Roots represents, my great relationship with Ginette Fillion, and being able to communicate easily with [Roots Co-Founders] Don Green and Michael Budman.”

It all adds up to a winning combination.

THE VOICE PUTS OUT THE CALL

Roots personality hosts evening to help Canadian team at world tournament

The man behind the voice of Roots is inviting friends of Roots out for a night of celebration in Toronto. Andy McCurbin, known in the Roots community as the fun, well-spoken leather specialist and the ‘Da Voice’ of Roots Radio, is hosting a fundraiser for his son Justin.

Next month, Justin will travel to South America as part of the Canadian team in an international youth soccer tournament in Brazil. The venue is Club Cruzeiro in Belo Horizonte where famous Brazilian striker Ronaldo started his career. Among the thousands of spectators will be scouts looking for new talent.

Justin, 14, is one of the youngest players on his team competing against the top squads in the world, including from Africa and Asia. It will be the second time at the tournament for Justin, currently in the Academic Program for Gifted Athletes (APGA) at Toronto’s Northview Heights Secondary School.

“Education is a very important base of any type of success and this goes hand in hand with Justin’s dream of going professional,” says Andy. “I believe that for children to achieve their goals they need the full support from not only their family but also from the community. I would like to thank everyone who has supported us from day one, especially Roots Co-Founders Michael Budman and Don Green for always helping out. Their continued support has made such a huge impact on this pursuit.”

Join Andy and Justin at the Cantine Bar & Grill on Friday, Dec. 1 for a fun evening of prizes and surprises, as they party alongside Roots DJs and Maestro Fresh Wes, who will be giving a special live performance later in the night. Latino dance teacher and performer Guillermo will also give people a “taste of Salsa” with a free dance lesson.

• Cantine Bar & Grill: 138 Avenue Rd., just south of Davenport. Doors open at 10 p.m. (If you are unable to attend but would like to show support, please e-mail Andy at: amccurbin @roots.com)