The Financial Post reports in its Tuesday edition that Canada Goose Holdings boss Dani Reiss used to be so anti-logo that he would cut the crocodiles off his Lacoste shirts. The Post's Kristine Owram writes that today, a prominent North Pole crest is emblazoned on the shoulder of each parka his company makes, enhancing its cachet with consumers as Amazon's shadow looms large over the traditional retail landscape. Mr. Reiss says: "I didn't like brands, which is very ironic I realize, given our large logo. What I learned when I started working here was that the stories behind these products were phenomenal, the reputation we had built was phenomenal, anybody who knew about it really liked it -- but nobody knew about it." Canada Goose turns 60 this year. After selling through wholesalers for most of its history, it is only just beginning to offer its direct-to-consumer strategy. It is doing this in the midst of a growing threat from Amazon and declining mall traffic, giving it the ability to tailor its approach to the changing retail reality. Its strategy: rapid growth of e-commerce bolstered by a few flagship stores that Mr. Reiss says will help close the 15-point profit margin gap with its luxury peers.