April 6, 2007

Issue 70 - April 6, 2007

The Source 1

I N S I D E I S S U E 70 SPRING FORWARD… WITH A BANG Retail stores begin new season with best week in years CELEBRATING MOTHER’S DAY WITH CHATELAINE Readers get free Roots items as part of new promo with magazine BREATHE, STRETCH, RELAX AND SUPPORT Yoga-thon to raise awareness of psychotic disorders

ROOTS TEAM OUT EAST GETS PRISS AND PROPER Halifax store goes to bat for the Make-A-Wish Foundation LIMITED EDITION TO A T Roots contributes to evening in honour of acclaimed Inuit artist SHAPE AND STYLE IN ASPEN Magazine showcases Roots in its annual fashion show MAKING A DIFFERENCE IN THE LIFE OF A CHILD Roots Launches the Send a Kid to Camp campaign GOOD FOR THE HEART Store pitches in to make cardiac health event a success SPOTLIGHTING THE KIDS New ad campaign for ‘Roots 73’ soon to hit stores

Departments FRESH INK OPPORTUNITY KNOCKS MOMENTS THAT MATTER GREEN TIPS HEALTH TIPS STAYING POWER

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant PAULOMI PATEL Interns NICK KANEVSKY, HILARY HALL

The Source is published every two weeks

by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source , Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to rsarner@roots.com Letters may be edited for length and clarity.

Each issue of The Source is also available, in an abridged version, on the Roots website at www.roots.com

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The Source

PHOTO BY ROANNE CAMAGAY

AND THE WINNER IS...

Roots collaborates with Canadian ad industry on 2007 competition

SPECIAL DELIVERY A selection of recent letters from the world of Roots THE RIGHT WAY I recently had an experience with one of your stores that left me so impressed and satisfied. It began when I went to your store at Pen Centre in St. Catharines, Ontario.

I was looking for a blue sweater but there were none available in my size. The person who attended to me was named Mallory Wheeler. I asked her if there were any more left in stock. She checked and told me they were sold out. I asked her if she could contact other stores to see if they had one in my size that they could ship to the St. Catharines store.

Mallory said she would and asked for my phone number so she could call me when the sweater arrived. I told her I am a deaf and that it would be a difficult for her to call me. She suggested emailing me instead. I told her it was a wonderful idea.

A few days later, she emailed me saying she had ordered one from another store and would keep me posted. When the sweater arrived, she emailed me to say I could come in to pick it up. I did and met Mallory again and told her how much I appreciated her efforts.

That’s why I am writing this letter. Mallory provided excellent customer service and showed sensitivity to the fact I am deaf

by communicating with me by email. She should be recognized for her fine work.

Christa Senitza St. Catharines, ON MAKING IT POSITIVE I would like to take this opportunity to bring to your attention the outstanding service provided recently by Mindy Walton at the Roots Home Design store in Toronto. I had purchased a set of Roots bamboo sheets at New Year’s while visiting Toronto and contacted the store to see about ordering a second set, after finding none in Ottawa where I live.

Mindy was most polite, friendly and helpful, and arranged for delivery of the sheets to my home once they were available.

I only wish there were more courteous and efficient salespeople like her who make shopping a pleasure instead of an ordeal.

Shelagh Jane Woods Ottawa MAKE GREEN COOL I wanted to write about my experience entering a Roots Store recently in Regina, SK. I have to say I was greatly impressed with some of the products in your store. As a person concerned with the environment, I found your clothing items with “green”

sayings on them a step in the right direction.

Since Roots apparel is considered by many as being “cool” or part of the “in” group, I’m happy to see products that draw attention to global warming and environmental issues. I think that in this manner, your clothing line will make being environmentally friendly “cool” as well.

I hope with this feedback you will see this importance, and continue to make clothing that reflects the need to protect the environment - and in effect making the environment part of “pop” culture.

Tara Richter Regina, SK The Source wants to hear from you.

Please send your letters to Robert Sarner at rsarner@roots.com. Letters may be edited for length and clarity.

DEPT. OF CLARIFICATION In Issue 69 of The Source, in the article “Endorsing The Green Cause”, the reference to the Manager of the Roots Masonville store in London, ON, should have read: “Robin Wilkins and his team...”

- Please address any corrections, relevant updates and revisions to rsarner@roots.com

EXTRA! EXTRA! In keeping with our fortnightly publishing schedule, the next issue of The Source will appear on Friday, April 20.

Issue 70 - April 6, 2007

ALBERTA BOUND Roots shows its resilience as it tackles the challenges of doing business in a province with an acute labour shortage amid a booming economy

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rivia question: What is the one thing that links all Roots stores in Edmonton, Calgary, Lethbridge and Banff? No, it’s not that they are all located in the western province of Alberta. No, it’s not that they are all under the supervision of Regional Director Samara Snyder. No, it’s not that they are all successful members of the Roots retail family.

Guess again. Here’s a hint: It’s something that’s quite topical but has nothing to do with clothes.

Give up? The answer: Each of the 12 Roots stores in Alberta has a prominent sign that reads: “We’re hiring”. It’s one of the first things customers see when they enter the stores.

It’s a sign of the times in Alberta, literally, and anything but unique to Roots.

Alberta’s economy is on fire, growing at such a pace that businesses are hard pressed to find enough employees to meet their staffing requirements. Alberta differs from virtually every other region in Canada due to its booming oil-driven economy and its job vacancy rates that are by far the highest in the country.

“Alberta is filled with oil and gas but running empty on workers,” the Retail Council of Canada recently wrote. “With recruitment and retention a growing problem for talent-starved Alberta businesses, retailers have had to develop new approaches to finding and keeping skilled employees.”

Roots is not immune to this challenge. Indeed, staffing the stores has become a major issue. Store managers in Alberta have had to make recruiting an important aspect of their day. They also receive valuable assistance from the Head Office in Toronto in the form of Laura Clark, Director of Human Resources, and Lisa Gao, Payroll and Benefit Administrator, who every day update job postings and solicit resumes for prospective new employees in Alberta.

Issue 70 - April 6, 2007

Due to the labour shortage, Roots stores in Alberta have shown their resilience and sense of camaraderie and cooperation in tackling the staffing situation, which is unique to their province.

“When it comes to Roots out west, what impresses me most, especially in Alberta, is the spirit and flexibility of managers to assist one another,” says Rosemary Eisenhut, Director of Retail at Roots. “With the incredible growth in Alberta and the extremely competitive job market there, all the managers have helped each other over the past year to keep the motivation high and the stores staffed.

They have incredible dedication to work as a team and wear many hats.”

In addition, to help ease the staffing situation, Roots employees from other provinces have come to Alberta to work in stores in need of employees.

Based on all projections, Alberta’s acute labour drought is here to stay for the immediate future. “The provincial government forecasts the economy will create 400,000 new jobs between now and 2014,

but only 300,000 new workers are expected to enter the job market by then,” Doug Beazley recently wrote in Alberta Venture magazine. “Services and retail should see the sharpest shortfalls in staffing by 2015. As a result, to lure prospective employees, businesses are offering [aggressive recruitment packages].”

For its part, Roots offers a generous relocation package for store managers and assistant managers who are willing to move to Alberta for a minimum one-year commitment to work there.

Last month, Mauricio Santos, a Roots store manager in New Brunswick, headed Continued on next page

Chinook Centre, Calgary

Kingsway, Edmonton

Beacon Hill, Calgary

West Edmonton Mall, Edmonton The Source 3

Continued from previous page

west to Calgary to help with the company’s efforts in Alberta. Since then, he’s been working closely with Samara on hiring initiatives and remerchandising the stores.

“I first visited the Roots stores in Alberta to better understand the market which is different from out east,” says Mauricio, based for now in Calgary. “Every store here is hiring. I have been interviewing many people in the past two weeks and though I’ve hired a few staff members for the Beacon Hill store, it’s difficult to fill all employee vacancies due to the competition and limited work force.”

It was a far different reality in 1986 when Roots first opened in Alberta. The initial store was at West Edmonton Mall managed by Lyn Frankel (who today is the Vancouverbased Roots Corporate Sponsorship and Sales Manager for West Canada). Since then, Roots has struck a chord among Albertans as its presence in the province has grown extensively and has become one of the most popular lifestyle brands for both residents and tourists. Today, there are five stores in Calgary, four stores in Edmonton, one in Lethbridge, one in Banff and one in Grande Prairie. Three of the 12 are ‘Roots 73’ locations.

Since 2005, Samara Snyder has been responsible for the stores in Alberta (in addition to British Columbia, Saskatchewan and Manitoba) in her capacity as Regional Director for Western Canada. Alberta

HELPING OUT IN ALBERTA

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ver the past year, various Roots employees from across Canada have come to Alberta to assist stores in need of extra staff. Here is an alphabetical list of everyone who has made the extra effort to help the situation.

• Debbie Barnes, Robson Kids, Vancouver, BC • Julie Bray, Bayshore, Ottawa, ON •Taron Driedger, Regina, SK • Laura Hanna, Bayers Lake, Halifax, NS • Erick Hiller, Belleville, ON • Donna Issley, Windsor Crossing, Windsor, ON • Lindsay Kern, Kelowna, BC • Nicole Poppleton, Saskatoon, SK • Susan Ramsey, Prince George, BC • Janine Reed, Kanata, Ottawa, ON • Paul Rogers, Kenaston, Winnipeg, ON • Barry Rooke, Richmond, BC • Mauricio Santos, Wheeler Park, Moncton, NB • Janice Waldrum, Windsor Crossing, Windsor, ON • Colleen Webber, Heartland, Mississauga, ON • Mark Yoders, Blue Bonnet, Montreal, QC

Mayfield Common, Edmonton

call Alberta home for my entire life,” says Samara, who started with Roots in 2003 as an Area Manager overseeing the Edmonton stores and managing West Edmonton Mall.

“The hospitality and drive of Albertans never cease to amaze me. We live in an evergrowing economic environment where adaptability and hard work are key to success.”

Due to the current reality in Alberta, Samara is obsessed with finding new employees.

Understandably, she’s constantly on patrol for new staff.

When being interviewed for this article, she made a point to has added significance for her ask that we cite the positions as she was born in Edmonton, currently open at her stores in raised nearby the province. and today See box. The lives in the challenge of city. Her parcourse is not just ents, grandparfinding candients and greatdates but choosgrandparents ing only those all have spent who have the most of their necessary skills, lives living in attitude and reEdmonton. late to the valKingsway, Edmonton Talk about ues, style and Albertan roots! image of the brand.

“I have been fortunate to Fortunately, a boom

economy does not only result in a labour shortage. Given the healthy financial situation and robust shopping habits - of most Albertans, it’s proven fertile ground for Roots stores.

With forecasts calling for Alberta’s economy to remain hot for the foreseeable future, it augurs well for Roots. – R.S.

WE’RE HIRING Positions available at Roots stores in Alberta

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ere’s a list of jobs cur rently open at Roots in Alberta. If you’re interested in applying, please email your resume along with a cover letter to hr@roots.com · Store Managers: Banff, Beacon Hill, West Edmonton Mall · Assistant Managers: Banff, Mayfield Common, Kingsway · Keyholders: Banff, Beacon Hill, Chinook, West Edmonton Mall, Mayfield Common, Kingsway · Sales Associates: Lethbridge, Banff, Chinook, Market Mall, Beacon Hill, TD Square, West Edmonton, Kingsway, Mayfield Common

Market Mall, Calgary

South Park Outlet, Edmonton 4

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Signal Hill Outlet, Calgary

TD Square, Calgary Issue 70 - April 6, 2007

SPRING FORWARD…WITH A BANG Retail stores begin new season with best week in years

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alk about kicking off the spring in style and on the right foot!

In an impressive show of force, the retail family at Roots showed their mettle by completing the first full week of spring with the highest sales figures for a 7-day period (excluding Boxing Day week) in many years.

The momentum was strong and kept up through the entire weekend. Adding to the satisfaction, the sales trend also continued well into this week.

As The Source went to press, the latest results from the stores show that they are on track for another banner week.

Since March 21, the first official day of spring, the increases over sales budgets are in the double digits across the chain. Sweats and leather bags have led the way, dominating the movement of products out the door. Many store managers report that the improved weather has contributed to the boom but say other factors are

also at work.

“Most of our success of late is based on having a better selection of product in our store,” says Avis Baker, Manager of the Roots store in Seven Oaks, BC. “Customers love our new styles, especially the new focus on sweats. We are doing very well with the cut off varsity sweatpants. The wider selection of bags in our store is also helping to generate higher average sales.”

Of course, little of the company’s success would be possible without the hard work and attentive customer service of the teams in each store who play a critical role in determin-

ing the results of each location “Our store’s success has a lot to do with our great staff that always work as a team to keep spirits high,” says Tequiera Bedard, Manager of the Sunnyside, New Brunswick store.

“Our location is small which means we have more time to form personal relationships with our returning customers.”

This importance of customer treatment was echoed by most store leaders. “We make a point to attend to every customer that comes in the door and to give them 110% service, trying to turn their experience into a sale,” says Becky Diligenti, Keyholder of the store in Jackson Square in Hamilton, Ontario. “Positive energy and attitudes always help us every week in making our customers feel welcome and free to come to us for any questions they may have. We value our customers, whether they spend $5 or $500, and that

BREATHE, STRETCH, RELAX AND SUPPORT Yoga-thon to raise awareness of psychotic disorders

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ater this month, Roots will support an all-day yoga-based fundraiser in aid of people fighting schizophrenia. As part of this, Roots will supply yoga T-shirts and free passes to attend sessions at Issue 70 - April 6, 2007

the Roots Yoga Studio in Toronto.

The event, to be held at the CIBC’s Atrium in Toronto on April 22, will start with a three-hour instructional class for all levels taught by instructors from the Sivananda Yoga Vedanta Centre. The morning class will be followed by a light lunch, entertainment and a variety of yoga and healthrelated workshops during the afternoon. The day will conclude with a ceremony featuring a performance from Swaha, a Sanskrit-chanting band from Toronto.

The funds collected will be used to support the

Schizophrenia Society of Ontario’s Early Intervention Program. The organization promotes early diagnosis and treatment to enhance the chances of recovery among young people suffering from schizophrenia.

Meanwhile, in a related event, Roots will be participating in the upcoming Yoga Conference and Show in Toronto at the end of this month, (April 26-29). The Conference will give yoga followers at all levels an opportunity to be trained by an international roster of 43 world class instructors. More details to follow in the next issue of The Source.

is why they come back and help us in our success.”

In addition to the human factor, many stores cited specific new products as helping drive the current success.

It’s impossible to say only one factor is behind our success. Many are at play,” says Emma Bury, Manager of Roots in Brockville, Ontario.

“The recent arrival of our spring ladies line has brightened the look of the store and created more interest for customers. The product driving this is the arrival of crocs, cropped sweats, and the new long T-shirts. The staff promo with the pants has also helped as we have sold many more pairs of cropped pants since customers have actually seen them on. Last but not least, the spring bag collection is also helping us here. Our mall does not have any stores that offer any product like it.”

Whatever is the main locomotive propelling Roots stores to new heights, the important thing is to keep the train on track, to build on the momentum of the last 10 days and to make April a stellar month.

MOMENTS THAT MATTER Big developments in the life of Roots staff

Daphny Zhou, Supervisor, International Logistics, Sourcing Department, at the Roots Head Office in Toronto, recently gave birth to a baby girl named Sophie Fei Yu. • Please send us details of similar good news and we’ll be happy to publish it in The Source (rsarner@roots.com)

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SHAPE AND STYLE IN ASPEN Magazine showcases Roots in its annual fashion show the middle of the ski season when there are thousands of tourists in Aspen from all over the world,” says Peggy who has been with Roots since 1995.

“It’s extremely prestigious to be part of this fashion show which creates a lot of awareness for Roots. It brings crowds of international customers into our store, many of them Roots loyalists who shop in our store every time they’re in town.”

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oots style reigned supreme on the slopes of Aspen, Colorado recently when Shape magazine organized a special fashion show at the base of the Ajax mountain. Held last month as part of the 7th annual Shape Escape event, the “Spirit, Sport and Style” fashion and beauty show spotlighted women’s style.

Five local models walked down the ramp near the Gondola Plaza ski lift area in Aspen on a glorious late March afternoon outfitted in the latest Roots line of daily wear and yogawear.

Styled by Aspen Store Manager Peggy McCafferty, the Roots

items were well received. As each model walked by, the show commentator gave a detailed description of the featured outfit along with a short history of Roots.

“The Shape event is right in

Above: Store Manager Peggy McCafferty, right, with Assistant Manager Helena Svensson; Below: Staff members Pablo Fragapane with Cynthia Jankowski

STAYING POWER

LIMITED EDITION TO A ‘T’ Roots contributes to evening in honour of acclaimed Inuit artist

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n keeping with its long-time support of creative pursuits, Roots recently took part in Canada’s pre-eminent arts film festival in Toronto. At the opening night party of this year’s Reel Artists Film Festival (RAFF), Roots donated 250 limited edition Annie Pootoogook Tshirts that were included in the gift-bags handed out to guests.

The party followed the world premiere screen6

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ing of a film about Pootoogook, an Inuit artist who won the 2006 Sobey Art Award. The film provides an intimate

This is the sixth year in a row that the Roots store (which opened in 1991) has been selected by Shape to be a part of their fashion show during the Shape Escape fest.

In addition to the show, the one-day festival included active lifestyle workshops, raffles, product samplings, tastings, demos and other fun activities.

The event has been held in Aspen every year since 2001.

glimpse into her drawings, thoughts and daily life in Cape Dorset, Baffin Island and follows her as she prepares her career-defining exhibition at the Power Plant in Toronto last year.

Director of Roots Home Design Diane Bald and photographer Jim Budman represented Roots at the RAFF gala, which took place at Toronto’s Gardiner Museum. The Reel Artists Film Festival is a project of the Canadian Art Foundation. Launched in 2004, it features documentary films that focus on the visuals arts.

Saluting those who go the distance

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his month, many Roots em ploy-ees marked major anniversaries of their time at the company. By ‘major’, we mean benchmark achievements as in 5, 10, 15, 20, 25, and 30 years spent at Roots. We invite anyone celebrating such an anniversary at Roots to send the relevant information to The Source.

Congratulations to the following employees for their huge contribution and enduring loyalty to Roots: (listed alphabetically) • Michelle Cabral, Sales Associate, Roots Yorkdale, Toronto, 5 years.

• Laura Clark, Director, Human Resources and Benefits, Roots Head Office, Toronto, 5 years.

• Barbara Palmegiani, Vice President, Financial Department, Roots Head Office, Toronto, 5 years.

Issue 70 - April 6, 2007

SPREADING THE WORD Guide to new ads appearing this week and next • Month of April - Ads have been placed in community newspapers to promote ‘Roots 73’ outlet stores.

• Sat., Apr. 07 - National Post (Toronto section): Back cover ad featuring the original Roots sweat pant. Colours shown: salt and pepper, black and yellow.

• Thurs., Apr. 12 – Now magazine (Toronto): Fullpage ad featuring current Roots products.

• Sat., Apr. 14 – National Post (Toronto section): Full-page ad featuring current Roots product.

SPOTLIGHTING THE KIDS New ad campaign for ‘Roots 73’ soon to hit stores

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he next ‘Roots 73’ ad campaign highlights the latest line of kids and baby clothing for summer. Photographed by Senior Art Director Ilich Mejia, the above pictures were taken at Allen Gardens, an indoor conservatory in downtown Toronto. The photo-shoot was based on the theme: ‘The Secret Garden’ and was styled by Senior Visual Merchant Peter Paquette and Merchandise Flow Analyst Carmen Nunez.

It spotlights a range of pretty summer

dresses for little girls featuring floral and dainty prints. Other items for kids include polo Tshirts, woven shorts and capris. Also on offer are classic ‘Roots 73’ co-ordinates such as cotton jersey T-shirts, tanks, shorts and skirts available for prices such as three for $30 for kids wear and three for $24 for toddler items making ‘Roots 73’ outlet stores ideal for family value shopping.

The photographs will be used as posters and will hit store windows next week.

AND THE WINNER IS...

Roots collaborates with Canadian ad industry in support of 2007 competition

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or the first time, Roots is the Principal Brand Sponsor of next month’s National Advertising Awards (NAA). Launched in 2004 and based in Toronto, the NAA promotes Canadian advertising talent nationally and globally.

It also generates entries for the prestigious Cannes Lions Awards in France.

Roots is sponsoring the ‘Masters – Print and Outdoor’ awards, the largest category with the broadest entry base that attracts a wide variety of styles and concepts. Teams participating in this category will develop creative strategies and ideas for a theoretical Roots ad campaign.

Issue 70 - April 6, 2007

Hundreds of copywriters and art directors take part in the awards every year including Canada’s top ad agency talent. Their work will be judged by many of their peers in the business including Andrew Simon, Creative Director, DDB Canada; Martin Beauvais, Creative Director, Zig; and Pete Breton, Copywriter/Group Creative Director, Cossette Communication Group. Winners will be an-

nounced on May 2 at the NAA festival in Toronto.

The Roots involvement was coordinated by James Connell, Director of E-Commerce, Digital Marketing and New Media. He will also attend the NAA’s two-day interactive, media and creative conference.

“Roots is backing the awards to support activities that help foster Canadian talent and culture both at home and internationally,” says James.

“Besides this, we will also see a wide variety of ideas that we could possibly apply to our own future advertising efforts and campaigns.”

Roots will have full owner-

ship of the work submitted in the category it’s sponsoring.

The ads developed for Roots will be displayed at the festival and as part of accompanying shows and events across Canada. They will also be displayed at the Cannes competition should the submissions be selected for entry at the Lions Awards. In addition, the Roots logo will appear in NAA print ads in major national newspapers and magazines and other festival-related promotional material and exhibits.

Check The Source in May for more on the creative campaigns developed for Roots by some of Canada’s most innovative ad people.

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ROOTS TEAM OUT EAST GETS PRISS AND PROPER Halifax store goes to bat for the Make-A-Wish Foundation

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taff at the Roots (Spring Garden) store in Halifax recently had a good time for a good cause. They joined hundreds of students from various universities in Nova Scotia for a night of live music and choreographed dance that showcased the latest spring and summer fashions from leading fashion retailers.

Store Manager Terri Smith and Assistant Manager Lisa Moorhouse spearheaded the Roots effort, lending 10 outfits that where featured at the charity event as part of a lively fashion show. The Roots apparel was selected by the fash-

ion show coordinators with help volved with the community in Halifax,” says Terri. “Especially from Keyholder and in-house since so many fashionista of the students Karen who attended O’Hearon. the show are Billed as regular shopthe ‘Priss pers in our and Proper’ store.”

Evening, it Some 10 took place at other retailers the Halifax such as Gap, Casino in late March. From left to right: Karen O’Hearon, Lisa American Apparel, West 49 It raised Moorhouse and Terri Smith and more than Fairweather participated in the $8,000 for the Make-A-Wish event. Based on the audience Foundation which helps serireaction, Roots was one of the ously ill children. most popular brands. That’s “It was a real treat to get in-

thanks in part to the fact that many people at the event are Torontonians who are studying at the Dalhousie University in Halifax.

Also helping make the Roots presence possible at the evening were Atlantic Field Business Manager Monika Urbaniak and Marketing Coordinator SoniaMichelle DeSouza.

Make-A-Wish Foundation is a charitable organization devoted to granting the wishes of children battling life-threatening illness. Since its inception in 1980, the charity has granted more than 115,000 wishes to children around the world.

MAKING A DIFFERENCE IN THE LIFE OF A CHILD Roots launches the Send a Kid to Camp campaign

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ith summertime just around the corner, Roots is doing its part to ensure that the sun shines 8

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bright on the life of children facing difficult challenges.

Through the soon-to-launch Roots Send A Kid to Camp campaign, proceeds from the sale of certain Roots watches will go toward sending three cabins of disadvantaged children to Camp Quality. It’s part of a volunteer, non-profit, charitable organization that improves the quality of life for children with cancer.

The program involves the purchase of Roots Camp and Cottage Life Watches, designed for people with a genuine love of nature and outdoor activities

such as canoeing, hiking and fishing. Manufactured by longtime partner Cosmoda, the collection features EL backlights, luminous hands and markers, nylon material, and removable compasses, making them perfect accessories for outdoor adventure.

Camp Quality helps children with cancer with yearround family support programs and camps during the summer.

The year-round programs and the six camps across Canada are volunteer-run, communityfunded and offered to families at no cost. Camp Quality’s sig-

nature weeklong camping program provides a wonderful opportunity for children aged 3 to 18 to put their illness behind them and concentrate on having fun.

Issue 70 - April 6, 2007

CELEBRATING MOTHER’S DAY WITH CHATELAINE FRESH INK Readers get free Roots items as part of new promo with magazine

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eginning next week, select Roots stores all over Canada will take part in a special Mother’s Day promotion with Chatelaine magazine.

As part of this initiative, Roots will give away thousands of leather purse charms and bags in coordination with the Chatelaine.

The first 10,000 readers who register online at www.chatelaine.com/charm and enter their subscriber number or the UPC code of their May 2007 issue will get a free Roots leather purse charm.

Made in the Roots leather fac-

tory in Toronto, these charms also double up as photo frames and come in a special heart shape in the latest spring colours.

In addition, recipients of the purse charms can also take part in an online contest on roots.com to win one of 100 Roots Village Bags being offered as prizes.

Meanwhile, those registering after the first 10,000 readers will receive a 10% discount coupon on Roots merchandise redeemable at all Cover of the May issue of Chatelaine Roots retail locations. featuring the Roots logo The May issue of motion. The campaign begins on Chatelaine features Janet April 9 and runs until May 18 Gretzky on the cover along during which participating Roots with her two daughters. Janet stores will give away a special and her husband (hockey legcopy of Chatelaine (with the end) Wayne, are both good friends of Roots. Since last win- Roots logo on the cover) to custer, Wayne has also been work- tomers purchasing items worth $20 or more. In addition, select ing with Roots appearing in various promotional campaigns. stores will also display cappers and banners highlighting the This is the first time Roots Mother’s Day complimentary has teamed up with the magaissue of Chatelaine. zine for such an extensive pro-

GOOD FOR THE HEART Store pitches in to make cardiac health event a great success

Roots Windsor, Devonshire Mall: Left to right - Edith Bautista, Chris Crowe-Campeau, Lucy Palomba, Nathen Gelinas, Serein Makkawi, Gunika Ahluwalia, Ashley Kawczyk, Jaye Gillis

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s part of its commitment to health and wellness in general, and local communities in particular, Issue 70 - April 6, 2007

Roots often supports specific events connected to nonprofit organizations. The Roots (Devonshire) store in

Windsor, Ontario lent a hand to the Windsor-Essex Cardiac Wellness Centre when it staged a recent fundraiser.

Roots made a donation to the event, which was called “An Evening of Heart and Enchantment”.

The evening featured a dinner, fashion show and silent auction aimed at raising money for the Cardiac Centre at the Windsor Regional Hospital.

Roots outfitted eight of the show’s models, all of whom were cardiac patients themselves. In addition, Store Manager Chris CroweCampeau arranged for a gift certificate to be donated to the event.

A selection of coverage of Roots in the media Here are some recent sightings of Roots in the pages of newspapers and magazines: • 2 Magazine, Spring issue: Spotlight on the Roots vegetable-tanned leather Princeton Bag featured in the “Green Team” shopping section. Also mentions the ‘Keep it Natural’ • T-shirt included in this ecospread.

• Wish, May: Roots Lauren Tote included in ‘Fashion Files’ section, Roots Banff Bag and a vintage Roots ad from 1973 included in a ‘Bag Craze’ timeline. Also, South Beach Tote in blue featured in the ‘Colour Play’ fashion spread.

• Flare, April: Roots Reversible Tote in bronze and brown featured in the ‘Hot Picks’ section.

• Globe and Mail, April 1.

Roots Venetian Village Bag featured in the “Bags” section.

Michael Budman is quoted.

• The National Post, March 31. Letter by Robert Sarner in response to a previously published letter from a reader questioning the environmental intent of Roots due to the use of leather in Stop Global Warming bracelets.

• The Western Star (Corner Brook, NL), March 31, The Examiner (Peterborough, ON), March 31, The Nugget (North Bay, ON), March 30. In article on Canadian designers with a social conscience, Roots is cited for championing the antiglobal warming trend since 2005. Michael Budman is quoted.

• Globe and Mail, March 25.

Article in Style section entitled Bare Accessories mentions Roots as an innovator in the leather bags market and refers to the big boom coming in athletic-type bags. Michael Budman is quoted.

• EnRoute Feb. Roots Eton crank radio featured in the ‘Jet Set, Gadgets’ section.

- Compiled by Carmela Ledo

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GREEN TIP #35 Easy ways to help the environment

STARTING LINEUP Introducing the people who make it happen at Roots stores

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s part of our continuing series of team pictures of all the stores in the Roots retail family, this issue of The Source is shining the spotlight on Roots St. Clair, Toronto. Left to right: Back row: Stephen Pinnell, Rich Osmond; Front row: Trisha Rinneard, Sara Teahen, Ellie Thiessen, Lizzie Braoudakis, John Dash

SPEAK TO MY AGENT The littlest customers show their Roots

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ou’re never too young to look good in Roots. Many people obviously agree, based on the mail we receive at the Head Office. Both customers and staff often send in photos of their children, cousins, nieces, nephews, grandchildren, friends or neighbours wearing Roots, asking if they could appear in a future ad campaign for Roots.

We can’t promise that but recently The Source began publishing a selection of such pictures on a regular basis.

Everyone is welcome to submit their favourite shots.

Please send your photos to photogallery@roots.com Be sure to include the name and age of each child in the photo, and a sentence stating that you agree for the photos to be used in The Source.

Source: Green Tips - How to Save Money and the Planet, published by Green Living Enterprises

HEALTH TIP #32 Easy ways to help you stay healthy

Ethan Nelson, 8 months, Halifax, NS

Spencer Illibrun, 3 years, with Lindsey Kinsella, Ethan Yin, 3 years, Taiwan Punta Kana, Dominican Republic 10

The Source

Cleaning can be dirty: There is a dirty little secret to some of the products you use to clean up around the house. As that skull and crossbones warning would suggest, they are pretty dangerous to human and animal life.

A typical bottle of all-purpose cleaner contains Butyl Cellosolve, a chemical that enters the body through skin contact or inhalation of vapours, and causes blood and bone-marrow damage with high exposure. Most glass cleaners are made with methanol, which can cause blindness or death if accidentally ingested. Drain cleaner is the mother of all toxic cleaners.

Active ingredients such as lye and sulfuric acid are extremely corrosive, and cause burns, scarring and blindness if you come into contact with them.

Even if you keep these products safely locked under the sink, they wind up in lakes, rivers and streams after you dump your wash bucket down the drain. Not all water-borne contaminants are removed in sewage-treatment plants, and even those chemicals that are filtered may wind up in the air through incineration or in the ground through sewage sludge fertilizer.

But you need not live with grease and grime to save the earth. There are lots of squeakyclean options.

Brown rice for long life: White rice begins as brown rice. Once the outer coating of rice bran is hulled off, however, not a lot of nutrients remain. A long time ago, Chinese physicians discovered that eating only refined white rice, devoid of the B vitamins in the bran, led to beriberi, a deficiency in thiamine (B1).

Modern research has identified a wealth of nutrients in the bran coating of brown rice. It’s remarkably effective in lowering high blood sugar and therefore serves as an excellent food for diabetics. Rice bran contains more than 70 antioxidants, including the well-known aging fighters vitamin E. It’s no wonder that rural farmers in Asia, who eat brown rice because white rice is too expensive, live longer and develop fewer health problems than their citydwelling counterparts, who eat mostly white rice.

Source: Secrets of Longevity, by Dr. Maoshing Ni Issue 70 - April 6, 2007

DOING THE RIGHT THING New Brunswick store mixes fun, fashion and style for a good cause

T

he Roots store in Regent Mall, Fredericton recently participated in a local fashion show to raise funds to support the fight against Breast Cancer. The 12th Annual Fashion Show was organized by

students from the University of New Brunswick’s Lady Dunn Hall residence.

When approached by the students, Store Manager Kelly Smart thought it was a great idea to show off the new spring line of Roots and help an important cause. At the request of organizers, Kelly and Assistant Manager Sarah Lewis selected four men’s outfits from the window directive provided by the Roots Visual Department.

“The evening increased our visibility among the young customers, especially the university crowd here in Fredericton,” says Sarah, who attended the show along with Kelly. “We later had many customers commenting on and purchasing some of the clothing showcased during the

event.”

The show was divided into various storied segments. The Roots portion had a funky, retro, Motown-style theme with related music serving as

the background score.

Aimed primarily at students and their parents, the evening raised nearly $1,000 to support initiatives in breast cancerrelated research.

Back row (left to right) Kelly Smart (store manager), Sarah Lewis (assistant manager), Tina Trethewey; Front row (left to right) Devin Dunham, Emma Lally, Adam Bowie

NEW & NOTEWORTHY A guide to just-launched Roots products

ROOTS ORGANICS

THE HOT LIST

Environmentally friendly clothing for kids in stores now

A fast look at what’s flying off the shelves at Roots stores

T

he Roots line of organic clothing is part of its long time commitment to the environment. Organic apparel is natural, safe, non-toxic and earth-friendly — all those things that are especially important for the health and safety of your little ones.

The difference between organic and conventional cotton isn’t just connected to the use of pesticides and insecticides in the farming process.

Conventional cotton is also subjected to numerous chemical baths and treatments when the fabric is loomed and prepared for cutting. Additionally, conventional cotton uses dyes that some-

Issue 70 - April 6, 2007

stores. Made from 100% organic cotton jersey, they’re available in a variety of colours in select Roots stores all over Canada. The ‘Love Nature’ T-shirts are also available in the store in US.

times contain heavy metals.

Organic cotton is processed without the use of chemicals and either left natural, dyed with low-impact environmental dyes or with natural colourants such as clay.

In line with this, Roots now offers a wide range of organic clothing for all ages. Here we spotlight some of the latest baby’s and kid’s items: T-shirts are in demand with the arrival of spring. At Roots, the ‘Demand’ shortsleeves, ‘Love Nature’, and the ‘Nature’ short-sleeves cap T-shirt styles have recently hit

· Demand short-sleeves T-shirt currently available in stores in Seaport, White and Vintage Green colours.

Retail price: $14.95 · Love Nature T-shirt currently available in stores in White, Banana Cream and Zest colours. Retail price: $14.95 · Nature short-sleeve cap T-shirt will hit stores later this month in Dhalia Pink, Pale Banana and Platoon colours. Retail price: $14.95

Based on the latest sales figures from all Roots stores in Canada and the United States, here are the 20 topselling products: 1 Men’s Summerside pique polo 2 Men’s Thelon polo 3 Men’s Hudson stripe polo 4 Men’s Vanier pique polo 5 Women’s Gwen pique polo 6 Women’s Courtney side cinched T-shirt 7 Men’s Heritage athletic T-shirt 8 Men’s Roots original sweatpants 9 Women’s “Love Nature” T-shirt 10 Women’s California slub T-shirt 11 Women’s Basic Kanga hoody 12 Women’s Basic Varsity sweatpants 13 Women’s Varsity sweatpants Roots 14 Women’s (12 oz.) jersey workout shorts 15 Women’s Roots original cropped sweat-pants 16 Roots Global Warming bracelet 17 Roots Mints II 18 Roots bottled water (355 ml) 19 Crocs beach clogs 20 Venetian Village bag (Prince leather)

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Issue 70 - April 6, 2007