Moose Knuckles is expanding in Europe

By

Olivier Guyot

Published
Feb 11, 2016

After Canada Goose and Nobis, another premium Canadian outerwear label is expanding on the European market. Created in 2007 in Montreal, Moose Knuckles manufactures the majority of its coats and parkas, ideal for icy weather, in Winnipeg. The brand was founded by Will Poho and is directed by Ayal Twik, and relies on a far less conventional type of marketing than its competitors.

Besides its quirky image, and despite a logo that reproduces an elk's hoof-print in the snow, the brand is however relying on its urban cuts to seduce European consumers. Moose Knuckles features jackets, parkas and coats priced from €800, manufactured using duck feathers and incorporating also fox fur collars, from animals raised in a certified Finnish fox farm. In Canada the brand also retails leather and bomber jackets, overshirts and hoodies.

Moose Knuckles currently operates about one hundred stores worldwide in some 10 markets, chiefly in Canada, the USA (it is available at Sak's Fifth Avenue, New York) and in South Korea.

In Europe, the brand set up headquarters in Milan, and Italy is currently its top market, though it has also been available in Scandinavia for three years. After establishing a presence also in the UK and Germany, Moose Knuckles is now also available in France, at the Nodum showroom and a handful of other retailers.

Moose Knuckles operates with agents in each market, and is also targeting expansion in China and Japan in 2016.