March 2009

A window into the world of Roots

Issue 88 • March 2009

Crowd assembles outside new store in Quebec City during opening party festivities

B O N J O U R Q U ÉB E C Issue 88 - March 2009

Roots expands retail presence in la belle province The Source • 1

I N S I D E I S S U E 88 CAUGHT IN THE ACT Quick thinking Roots employees help in arrest of criminals

ROOTS TO THE RESCUE Customer says bag kept her alive during harrowing drama in lake JUMPING FOR A CAUSE Come summer, Roots employee will take a huge leap for charity LOVE MY ROOTS Cynthia Wong is running out of space to keep all her Roots bags WHAT’S IN A NAME? Torontonian does double take at sight of Lauren and Charlotte bags MAKING IT COUNT Design firm chooses Roots for 30th anniversary gifts for staff KNOCK, KNOCK… Roots Co-Founder receives pre-birthday surprise at doorstep

Departments FINE PRINT GUESS WHO JUST DROPPED IN MOMENTS THAT MATTER GREAT MOMENTS IN RETAIL GREEN TIPS HEALTH TIPS STAYING POWER

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant AMY KAPLAN PAULOMI PATEL Interns CAROLINE IWANOWSKI ANNA NGUYEN The Source is published 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

2 • The Source

Ilich Mejia

RISING TO THE OCCASION Six stores win prizes for role in helping charity

SPECIAL DELIVERY A selection of recent letters from the world of Roots PARTING WORDS I started working at Roots in 2004 when I was 17. It was my first job and Roots opened up its arms to me. Roots became a home away from home for me.

Last summer, I decided to take some time off to travel to grow as an individual and experience a little taste of life. I was quite touched by the support I received from everyone at Roots about my decision.

Over the years, I worked my way up under the guidance of Monika Urbaniak, Laura Hanna, Drew Thomas, Malcolm Leach and Lisa Moorehouse. They have all been a great influence on me. They all taught me something different and helped me get to where I am today.

They have taught me life lessons, both personal and workrelated.

Everybody with whom I’ve worked at Roots has brought something different to the table.

It has helped me grow to who I am today. I feel as though I’ve made lifelong friends, and I will keep everyone in a special place in my heart. I will miss you all.

I may be traveling the world but in the end I’ll find my way home because I know where my Roots lie. I hope to continue to work at Roots when I return.

Jen Hendren Halifax, Nova Scotia (Editor’s note: Jen recently returned to work at Roots following her trip overseas)

A GREAT AMBASSADOR Recently, after a horrendous five hours of shopping at the Eaton

Centre in Toronto, I ventured into your store there with my teenager’s list.

Despite details from your web site, I couldn’t find a particular product. I spoke to a staff member named Julie Bissom.

She was extremely helpful but could not locate the item.

Knowing that my daughter would be thoroughly disappointed but due to time constraints and fatigue, I selected a similar product and proceed to pay. Lo and behold, 10 minutes later, Julie returned with the exact item written on my daughter’s list. She had gone back somewhere and searched for the item.

I was touched by her empathy, diligence and motivation. It would have been easier for her to have said “sorry... not available.” Instead, she showed initiative and delivered exemplary, outstanding customer service. Standing in the massive crowd, I felt like a valued customer.

Julie is an amazing ambassador for your company. Roots has just gained a loyal customer.

Thank you Julie for ending my shopping trip on a very high note!

Carol Lee Toronto THE WAY IT’S DONE I would like to share with you a recent shopping experience that my wife and I had at your Markham, Ontario store.

We went to Markville Shopping Centre with the sole purpose of buying greeting cards. As the

Roots store is near the mall entrance, we briefly dropped in to browse.

My wife happened to find a pair of sweatpants that she liked.

She was helped by Alex Mackenzie who was very courteous.

As I was waiting for my wife, I checked out some sweatpants for myself. I found a pair that I liked and were a perfect fit. I liked them so much that I ended up buying four pairs, and my wife bought three.

The reason why our trip to buy greeting cards became a $300-purchase at Roots was because of your store associate, Barbara Solomon. She was helpful, courteous, extremely engaging in conversation, knowledgeable about your products, and both she and Alex served us with a smile (this is at 9 p.m.). Barbara was so nice that when she asked if we’d like to make a donation to Big Brothers Big Sisters Give a Little for Something Big fundraising initiative, we did not hesitate to offer $10.

We would greatly appreciate if you would kindly pass along our most pleasant Roots customer service experience to the senior management at this store, area manager, and others in a position to duly recognize the fine staff at your Markham store, especially Barbara and Alex.

Timothy Fujita Markham, Ontario • The Source wants to hear from you.

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

Issue 88 - March 2009

BONJOUR QUÉBEC Roots expands its retail presence in la belle province with impressive new store in Quebec City. By ROBERT SARNER

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few weeks ago, in the latest chapter in its illustrious 35-year presence in the province of Quebec, Roots opened an impressive new store in Quebec City. It was officially inaugurated by Roots Co-Founders Michael Budman and Don Green, who hosted a special event to launch the new store.

The celebration at the store was also timed to coincide with the Carnival Winter Festival which underway in Quebec City and of which Roots was a sponsor.

Appropriately, one of the guests of honour at the event was the Bonhomme Carnaval, the official ambassador and popular emblem of the annual festivities.

Situated in the picturesque, historical old part of Quebec City, the new store is part of the current retail expansion program in Canada that Roots began in recent months with openings in Calgary and Oakville, Ontario.

In contrast to many other major brands in Canada that are retrenching, Roots is moving forward on the retail front this year after a strong, profitable 2008. The program involves several new stores and renovations of various existing stores.

This month, Roots is opening another new store in Calgary (Market Mall), the first-ever one devoted exclusively to Roots leather bags and accessories. In April, the company’s flagship store in Vancouver on Robson St. will open after extensive renovations. Meanwhile, new locations of Roots stores will be opening in the next several months in Toronto, Vancouver and Ottawa.

The new Quebec City store is located in a beautiful 19th century three storey building, a stone’s throw from City Hall.

With its vintage feel of a log cabin, the interior of the 1,800 sq. ft store fits in perfectly with the neighbourhood and the Roots heritage and sensibility.

The walls are made of wood Issue 88 - March 2009

Starting lineup in new store in Quebec City: (From l. to r.) Clemence Poirier, Mylene Lessard, Doris Lamoureux (Manager), Marjorie Villeneuve, Dean Berkhuysen.

Missing in photo: Annie-Jade Samson

except for the existing stonewalls at the front and back of the store. Adding to the ambiance are the fireplace and brown leather club chairs.

Situated at 49 Rue de Buade, this latest opening brings to three the number of Roots stores in the Quebec City area and a total of nine in the province.

Throughout Canada, there are 114 Roots stores.

The new store is particularly gratifying for native Quebecker Ginette Fillion who next year will celebrate her 20th anniversary working at Roots, always in her home province. She has played a critical role in the development of the brand in Quebec during that period.

“Our new store is an important addition to the Roots retail presence in Quebec,” says Ginette, Quebec Regional Director. “To have such a store on such a beautiful street in the historic part of Quebec City is also a great reference for all our other stores in Canada. As this part of the city also attracts many foreign tourists, especially from Europe and the US, it’s important to be here. The tourists love shopping at Roots and being able to buy gifts from the preeminent Canadian brand that they can take back home.”

Like with almost all Roots stores built or renovated in recent years, many eco-friendly materials were used in creating the new Quebec location including bamboo, reclaimed wood displays, reclaimed cedar tables for floor fixtures and a post-consumer product for the floors.

Historical Quebecois handcarved signage adorns the exterior façade of the store while the inside is decorated with vintage images provided by the Carnaval de Québec featuring

various carnival activities and full-size cutouts of the Bonhomme Carnaval mascot.

The new store carries the full gamut of Roots apparel for men and women, including its acclaimed leather bags made in the Roots factory in Toronto and other products made in Quebec.

“Our new store in Quebec City is a significant development for Roots,” says Jarar Kazmi, Executive Director of Retail Operations. “It allows us to increase our presence in Quebec and to better showcase our products for a vital market including tourists. I’m proud to say that our flexibility helps Roots operate successfully across the country and to serve our customers in both English and French in Quebec, with the same sense of dedication and commitment that Roots has long been known for.”

The winning look of the store and its opening on deadline were thanks in large part to Pauline Landriault, Director of Store Development and Howard Pollack, Director of Purchasing and Facilities, both of whom worked incredibly hard on the plans and preparation of the store.

Continued on next page

Hockey star Alex Ovechkin with Michael and Don at Centreville, Montreal

The Source • 3

Continued from previous page

“We’re thrilled with our new store in the old part of Quebec City,” says Michael Budman.

“Given its beautiful, genuine

setting, it seemed a natural for Roots. We’ve been operating in Quebec almost since the beginning of the company and we’ve always appreciated the great support that Quebeckers have

shown for Roots. The opening of this store also comes at the same time that we’re starting to make some new Roots products in Quebec.”

This year, Roots will be

STANDING TALL WITH ROOTS In addition to the just-opened new store in Quebec City (see team photo on previous page), Roots has eight other retail stores in the province. All of them have great staff. Here is a look at the winning teams in the eight stores.

Ste-Foy; (From l. to r.) Julie Scherrer, Emmanuelle Goulet, Marilyn Bourque Fontaine, Carolyne Hardy (Manager), LauraFlorence Bouchard Demers

Centreville; (Back row) Mark Yoders (Manager), Gillian Kerr, Erica Cheung, Allison Seguin, Sofia Ruiz Mogil; (Front row) Claudio Sacco, Caitlin Dixon

making its new line of footwear in Quebec and is also exploring other possibilities in the province.

Quebec has always had a special spot for Michael and Don, in part due to their lifelong appreciation of the Montreal Canadiens hockey team and the success of Roots in the province since the first Quebec store opened in Montreal in 1974. Of no less importance, Denyse Green, the first-ever Roots employee and the wife of Don who has initiated various projects at Roots including Roots Yoga, is originally from Quebec.

Leading up to the festive opening of the Quebec City store, Roots hosted a special reception at the Montreal flagship store in honour of the NHL All-Star Weekend taking place in the city. Michael and Don hosted the event at the St. Catherine St. store in the presence of various NHL luminaries including Washington Capitals superstar Alexander Ovechkin. – R.S.

GREAT MOMENTS IN RETAIL Spotlighting the top stores in February Brossard; (From l. to r.) Ian Drummond, Shayne McLarenAssaf, James Stevenson (Manager), Sean Perron, Mona Elmaghrabi (Ass’t Manager)

Blue Bonet; (From l. to r.) Jean Jacques Amar, Josee Leclerc (Manager), Elijah Nefedow, Chanel Sutherland, Mohamed Sougal, Ryan Altman

Kirkland; (From l. to r.) Adriana Sanchez, Stefanie Laccitiello, Nathalie Massicotte (Manager), Frances Duc, Tiffany Rollins, Hadeer El-Hindawi (Ass’t Manager)

Mont. Tremblant; (Back Row) Amelie Gagnon, Filippa Greene; (Middle row) Emilie Lachapelle, Marie-Michele Labrosse, Carolyne Dupras (Manager), Sabrina Levesque; (Front row) Karine Boudrias, Melissa Laporte, Kerry Kirby (Manager)

Chateau Frontenac; (From l. to r.) Catherine Baillargeon, Annabelle Pigeon, Nathalie Giroux (Manager)

Centre Rockland; (From l. to r.) Lisa Silvestre, Samuel Smeaton-Morejon, Nicky Kalogeropoulos, Amy Freed-Burns.

Missing in photo: Jessica Gaudin (Manager), Francis Gobeille, Edgar Zarzoso

4 • The Source

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hortly before this issue of The Source went to press, we received the final sales figures for stores in February. Topping the pack in terms of company stores was the Hillcrest Mall in Richmond Hill, Ontario that captured the latest ‘Store of the Month’ honours, beating its sales target by a wide margin.

As for the Roots 73/ Outlet category, the location in Kelowna, British Columbia took first place that far surpassed others in terms of its sales budget.

Congratulations to Filip Trajkovski, Manager of the Hillcrest Mall store and Cindy Manchur, Manager of the Kelowna store, and to their respective teams, for their winning performances.

Hats off to all of the other stores that surpassed their sales goals in February.

Issue 88 - March 2009

CAUGHT IN THE ACT Quick thinking Roots employees help police in arrest of criminals in Ottawa

Detective Bob Arbour with Christine Kemp, (left), and Natalie Lyle at the store on Bank Street in the capital

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t’s not everyday that Roots employees are recognized by police for actions taken in the line of duty. But it happened in mid-December when Christine Kemp, Manager of the Roots store on Ottawa’s Bank Street, and Keyholder Natalie Lyle received an award for helping law enforcement agents arrest two suspects involved in a debit card fraud against Canadian retailers.

Detective Bob Arbour, from the Ottawa Police Organized Fraud Unit, visited the Roots location where the arrest took place to congratulate and present a gift to Christine and Natalie for their role in helping foil an attempted PIN pad fraud.

PIN pad theft is a type of debit card and credit card scam aimed at stealing money from people’s bank accounts. It’s increasingly popular with organized crime and has become a growing concern for police, consumers and Canadian retailers, especially those with stores in large cities where the crime is more common. Last fall, reflecting this menace, the Roots Loss Prevention Department issued a directive to all stores, drawing their attention to this matter.

Police say that the typical modus operandi of such fraudsters is to go into a store Issue 88 - March 2009

posing as customers shortly before it’s set to close for the day. They then distract the employee, steal the legitimate PIN pad and replace it with a dummy one. Next, the thieves modify the original pad and return to the store when it reopens, again distracting the employee in order to replace the fake machine with the doctored one engineered to record private debit and credit card information. With these vital details retrieved, criminals have access to make purchases fraudulently or steal money from victims’ bank accounts.

The data can be also used for identity theft, resulting in the potential loss of hundreds of thousands of dollars to individuals in whose name loans or even mortgages are illegally taken.

In mid-November, as Natalie was closing the store, she conducted her routine closing check of the store’s PIN pad serial numbers. She immediately realized the terminal had been switched as it was noticeably different from the original.

Natalie reported it to the police, the Roots Lost Prevention Department at the head office, and to her manager, Christine.

Natalie described two male customers who she suspected were behind the crime due to

their dubious behaviour earlier that evening.

The next morning, shortly before Christine was set to open the store, the suspects came to

the door. Aware of what had happened the night before, Christine calmly asked them to return later when the store would be open. Without delay, she called the police who arrived before the suspects returned to the store.

“Although I had heard about such a crime happening to other businesses, I never thought it would actually happen to our store since it’s located in such a safe neighbourhood,” says Christine, manager of the store since 2006. “I was relieved when the police arrested the criminals and there was enough evidence against them to make the charges stick.”

A few weeks later, investigators awarded Christine and Natalie a $200 cheque each during a special recognition ceremony at their store. Police officials reported that the suspects had previously targeted other stores in Ottawa.

RISING TO THE OCCASION Six Roots stores win prizes for their exemplary role in recent campaign for national charity

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strong sense of community and stores were divided into six categosocial responsibility play a vital ries according to their size. Each role at Roots. And what better way employee of the top six winning to show that than to support young stores received a $100 MasterCard underpriveleged Canadians. As gift card and a $100 charitable reported in the previous issue of The donation to the charity of the store’s Source, Roots and choice.

MasterCard Canada With final results of teamed up over the the campaign now in, holiday season to we’re delighted to raise funds for Big announce the top six Brothers and Big stores in their respecSisters of Canada tive categories, half of (BBBSC). which turned out being The campaign, in Ontario, the other called Give a Little for half in Alberta: Something Big, 1. Roots Central, encouraged customToronto, Ontario ers to add $1 to their 2. Durham Outlet, purchases at Roots Oshawa, Ontario stores and at 3. West Edmonton roots.com. CustomMall, Edmonton, ers and staff reAlberta Kevin Stanton, President, sponded enthusiasti4. Sudbury, Ontario MasterCard Canada at Roots cally to the six-week 5. Calgary TD Centre, initiative, helping generate $100,520 Calgary, Alberta for BBBSC. 6. South Park Outlet, Edmonton, As an added incentive to store Alberta staff to promote the campaign to Congratulations and thank you customers, MasterCard contributed to everyone whose support helped funds for prizes to the stores that make this team effort such a huge raised the most money. All Roots success for a great cause.

The Source • 5

ROOTS TO THE RESCUE

Customer says bag kept her alive during harrowing episode

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hen Heather Rivet bought a Roots camera bag in 2007, she never imagined how valuable it might be. A professional landscape photographer, she had no reason to think that one day the bag would help save her life, literally. But that’s just what happened recently when Heather went out for an early morning walk in Dryden, Ontario to take some pictures.

In late January, Heather was out at the government dock in her neighborhood with her new Nikon camera, which she was carrying in a Roots (RZ30S) camera backpack. Hoping to catch the early morning light, Heather stepped off the side of the dock to walk over to the nearby marina building. Then, without warning, the ice below her feet broke and she fell into the frigid water.

“The Roots bag saved my life,” says Heather, 42. “It kept

Heather with her Roots ‘lifesaver’

floating which enabled me to keep my head above the ice by holding on to it.” At the same time, she tried to haul herself up but the surrounding ice was thin

and kept breaking. Frantically, Heather then jammed her tripod into a hole in the dock and pulled herself out.

Wet, cold and completely

exhausted, Heather was out of the water but her soaked clothes and boots started freezing immediately in the -38° C temperature. Just then she chanced upon a fellow Dryden resident who drove her to a nearby hospital where she was treated. Her story was covered in the local media including on the regional CBC Radio and in the town’s community newspaper The Dryden Observer.

“It’s the Roots backpack magic,” Heather says of her dramatic experience. “The bag is fantastic, it’s durable, it’s made by a Canadian company and it has proved that it works well, even in the very challenging conditions of a Canadian winter. It went through the ice and survived!”

Heather’s prized Nikon D90 also emerged unscathed. Thanks to the waterproof Roots camera backpack, both the photographer and her new camera are safe and back in action.

JUMPING FOR A GOOD CAUSE Come summer, Roots employee will take a huge leap from high up for charity

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amie Quinn is really excited. And, for good reason, too. She’s all set to jump out of a plane in mid-flight (fortunately, with a parachute) and what’s more, she will be doing it for charity. She shows little trepidation even though she’s only done such a jump once before in her life, and that was 20 years ago.

Jamie, who recently celebrated her 14-year anniversary at Roots, is currently the Store Manager of the Lundy’s Lane Outlet in Niagara Falls, Ontario. Each year, her store selects one charity to help. This summer, as part of this effort, she will join a 10-member team that will jump from a plane to raise funds for the Boys and Girls Club of Niagara (BGCN). Each person will be collecting at least $2,500 to be donated to the BGCN which supports underprivileged children and youth.

“We’ve been having problems raising funds and 6 • The Source

will skydive from an altitude of 13,500 ft. over the Wainfleet area close to Lake Eerie.

“I welcome any and all donations, good wishes and support,” says Jamie. “Also, I extend an open invitation to anyone who wants to jump with me!”

June 1 is her deadline to collect donations for this event. To contribute, send a cheque, made out to ‘The Boys and Girls Club of Niagara’ to From left to right: Janette Lane, Jamie Quinn, Judy Olmstead in Niagara Falls the Roots Lundy’s Lane Outlet, (7500 Lundy’s these kids need help,” says indoor pool, a craft room, a Lane, Niagara Falls, Ont. L2G Jamie, 54. “I am truly excited computer lab, and also a 1W2), addressed to Jamie that I can contribute, especially licensed day-care centre.

Quinn. In order to receive a tax in such a thrilling way.”

There’s also a drop-in centre for receipt for donations of $20 and The club has various youth-at-risk. above, please include your full programs giving children On July 18, Jamie will be name and address. access to a gymnasium, an boarding a plane, from which she Issue 88 - March 2009

MAKING CONTACT

BEST OF Singer/activist Mira Veda shows her Roots to ideal passersby in Central America 2007

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ou never know when you’ll next spot a star with a Roots product.

In early January, while vacationing in Belize, Roots Co-Founder Michael Budman and his wife, Diane Bald, bumped into a young woman on the beach carrying a Roots bag.

To their surprise, the woman was none other than internationally known recording artist Mira Veda. The singer, songwriter and social activist was carrying a red

Roots shopping tote, offered free to retail customers when they make a purchase.

Diane and Michael asked Mira where she got her Roots bag. She told them that while visiting her parents over the holidays in Calgary, she had gone Christmas shopping at the Roots TD Square location. Mira added that she loves to stop by Roots whenever she’s in Calgary.

Born in India and raised in Canada, Mira is a rising star in contemporary music. Her critically acclaimed debut album

Mira Veda in Belize

entitled Infinite Love (2003) opened many doors for Mira, including being elected to the Board of Governors for the National Academy of Recording

Arts and Sciences (NARAS) in 2007. In recent years, Mira has performed at various special events for Hilary Clinton, the NARAS holiday celebration and a private benefit for Michael Jackson.

“I love my Roots clothes and I’m proud to wear them because to me Roots is also a symbol, like wearing the Canadian flag,” says Mira, who lives in San Francisco where she’s currently working on her second album.

“Living in America, I really like to stand out as a Canadian.”

WHEN YOU JUST CAN’T GET ENOUGH Cynthia Wong is running out of space to keep all her Roots bags

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any people have a consuming passion.

For some, it’s playing sports while for others, it’s collecting stamps or building model airplanes. But for Cynthia Wong, it’s all about bags, and not just any bags; they must be Roots.

Cynthia is an incurable Roots leather fan. In November 2007, after buying her first Roots purse the Downtown Bag, she became hooked. Since then, she’s purchased 25 Roots bags and shows no sign of stopping.

The most recent acquisition is the Sabrina Bag which she bought in January.

In her spare time, true to her insatiable interest in Roots, Cynthia frequently visits the Roots website to check the latest leather goods.

“I probably visit the site once a day,” says Cynthia, 25.

“My family thinks I’m a bit nuts because I have so many Roots purses, but I’m okay with that. I admit I’m obsessed with Roots leather bags. I love everything about them. They’re so functional and well made. Each is unique and so easy to maintain.”

A resident of Vancouver, Cynthia is a dental hygiene student and a frequent shopper at her nearby Roots store on Granville Street. During the past Christmas season, she

Issue 88 - March 2009

Cynthia Wong with her ever-growing Roots bag collection in her Vancouver home

worked as a temporary sales associate at that store.

“I really enjoyed telling customers why Roots bags are great,” says the self-proclaimed Roots addict. “I already had extensive knowledge about Roots so the job was easy for me. I appreciated being able to add three more Roots bags to my collection thanks to the staff discount.”

When questioned about which Roots bag she likes the most, Cynthia reacts like a mother asked to choose her favourite child.

“I really love all my Roots bags,” says Cynthia. “In terms

of leather, I’m particularly fond of Tribe due to how rugged and sturdy it is.”

Cynthia has a Roots purse or bag for every occasion and never leaves home without one. She uses her Lauren Bag and New Hampton Tote for school or work and her Diane Bag or her woven bags for more casual activities. She says the Jesse-Jane, City Clutch, or the Small Venetian are perfect when she’s dressed up to go out at night.

“Nothing beats the St. Tropez for when I’m running errands,” adds Cynthia. “The extra pockets and separate

compartments are great for organizing the little stuff.”

Until last year Cynthia knew little about Roots, not even that the company made leather purses. Today, she is an expert.

Demonstrating her knowledge of Roots and its products, she cites in quick succession several related facts including that the company makes most of its leather products in Canada; it has an ethical code of conduct in its manufacturing; and Roots uses various ecofriendly practices in its production process.

While Cynthia’s bags continue to grow in number, the space in her apartment keeps shrinking. She plans to put up high shelves to display her cherished collection. She also uses tissue to stuff her purses in order to maintain their shape and to better display them.

As for her next Roots purchase, Cynthia has her eye on the Annie Oakley Bag and the Calamity Jane Bag, both in Tribe leather.

In late February, Roots Cofounder Michael Budman surprised Cynthia with a phone call to thank her for her devotion to Roots. A week later, while in Vancouver, he met Cynthia personally at the Roots store on Robson Street and offered her a custom made Vivienne Bag from the Roots Magenta Collection.

The Source • 7

WHAT’S IN A NAME? Toronto woman does double take at sight of Lauren and Charlotte bags

Laura Bombier

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eople have long been intrigued by the names of Roots leather bags. Many wonder how they are chosen, especially those named after people such as the popular Emily Bag and the Alex Pack.

A good name adds character to a product, helping customers and staff relate to it and remember it better. In short, a name can influence people’s perception of a product in a positive way.

Recently, the names of two Roots bags took on an added significance for one Toronto woman. Susan McClelland, an author and magazine journalist, did a double take when she noticed a Roots ad in the Globe and Mail for the Lauren Tote and Charlotte Bag. For Susan, the combination of these two names was an unexpected but amusing coincidence.

When she saw the ad, Susan couldn’t help but immediately think of her two young daughters, who share the same names with the Roots bags.

“I was amazed when I saw the ad,” says Susan. “Neither Lauren nor Charlotte are common names and the chances of seeing the two together in an ad like this were one in a

Susan McLelland with daughters Lauren and Charlotte

thousand. It was really quite neat.”

A friend who also saw the ad asked Susan if, through her connections, she had masterminded the purse names in honour of her daughters, Lauren 6, and Charlotte 4. Both were born in Toronto and both their names were chosen by their mother. Susan first thought of the name Lauren during her honeymoon in Venezuela, and Charlotte came to her in a dream.

Lauren was thrilled to have a purse sharing her name and even loved its colour. “It’s princess purple, how perfect!” she told her mother.

In the mid-1970s, after naming its first leather bag after Denyse Green, the company’s first-ever employee and wife of Roots Co-Founder Don Green, the tradition began of naming certain bags after a specific person. In other cases, the name is triggered by the function of the bag such as the 48-Hour Bag

or a particular lifestyle such as the Downtown Bag. The names are derived from a variety of sources. Often a name is given in honour of the person who inspired the bag.

The Alex Pack was named after Alex Budman, daughter of Michael Budman and Diane Bald while the source of the Emily Bag’s name is more shrouded in mystery.

Those involved in the designing of Roots bags — Roots Creative Director Diane Bald, Roots Yoga Director Denyse Green, Fashion Director of Fashion Magazine Susie Sheffman, Leather Expert Karl Kowalewski and Roots CoFounder Michael Budman — are the ones who ultimately choose the name of each new creation. In the case of the Lauren Tote, the name was inspired by a family friend of the Greens and the Charlotte Bag is named after a character from Sex and the City.

Roots designers believe adding a name to each product is especially important. “A name gives the bag character, a face, an image and makes the bag special,” says Karl. “It’s always interesting to see the impact that a name can have on a bag.”

CELEBRATING WINNING DESIGN Bullock Associates choose Roots for customized jackets for their 30th anniversay

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n 2004, when Roots CoFounder Don Green needed help designing the future award-winning Roots world headquarters in Toronto, he turned to interior design firm Bullock Associates. This winter, five years later, Bullock Associates partners Doug Bullock and Donna Wood, turned to Roots when it came to finding a stylish way to mark their company’s 30th anniversary and to surprise their employees.

With the help of David Jackson, Account Manager Doug Bullock, Donna Wood and team members in custom Roots in the Business to Business Department, Bullock ordered 10 Jackets for its all female team this was to be a surprise, getting (except, of course, Doug). As custom-designed Roots Awards everyone’s measurements for 8 • The Source

the jackets was camouflaged by taking sizes for everything from shoes to pants.

In early January, the entire Bullock team was taken on a mystery shopping tour throughout Toronto ending at the Roots flagship store on Bloor Street. The women enjoyed coffee and treats and then were pleasantly astonished to be presented with their jackets, personalized with their respective names embroidered inside.

“Every jacket was a perfect fit,” says Doug.

“They make a good looking team of designers look even better.”

Issue 88 - March 2009

GUESS WHO JUST DROPPED IN

ON THE MOVE New appointments and promotions at Roots

Taking attendance of special guests at Roots stores

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elebrities have long made a point of shopping at Roots. Here are the latest sightings of prominent figures in the world of entertainment and sports who visited Roots stores recently: • Granville, Vancouver – Former NHL star Trevor Linden made a visit to the store and was kind enough to have his photo taken with employee Tina Tran.

• Robson, Vancouver – Anchor of NBC Nightly News Trevor Linden Brian and Tina Tran Williams

• Noela Ashworth appointed District Manager of Ontario Outlets • Natalie Barone appointed District Visual Co-ordinator of Downtown Toronto • Mauricio Santos appointed District Manager of Ottawa • James Wilford appointed District Visual Co-ordinator of Southwestern Ontario

Natasha Henstridge

Rhea Perlman

dropped by to purchase a Raider’s Jacket in Tribe leather.

• Beverly Hills, California – Rob Bourdon (drummer for Linkin’ Park) came in to browse around on his birthday.

• Beverly Hills – Actor Natasha

Brian Williams

Rob Bourdon

Henstridge and her fiancé picked up a Village Bag, Editor’s Traveller and some sweats.

• Beverly Hills – Actor Rhea Perlman stocked up on Roots original Varsity Sweats and a Capri Hoody.

MOMENTS THAT MATTER Big developments in the life of Roots staff

SOURCE OF INSPIRATION “Eco-scentsitive” fragrance breaks new ground for Roots

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oots has long appealed to different senses, and for its new fragrance, the company is putting the accent on a natural sense of smell. Fitting for the upcoming spring season, Roots has recently introduced a fresh, crisp fragrance line for women called Roots Source.

Launched in late February, the new additions to the Roots fragrance family are being sold in more than 55 Roots locations and in major drug stores across Canada. Roots Source is available in two scents, Bamboo and Red Tea, both made with all Issue 88 - March 2009

natural ingredients, including minerals and antioxidants. One of only a few “eco-scentsitive” fragrances that exist, Roots Source is gentle for the skin, allergen-free, made with no silicone, sulfates or chemicals and is produced using no animal testing.

Both scents are derived from some of nature’s finest organic components. Bamboo is a blend of bamboo extract, mandarin, green apple, soft woods, various flowers and other ingredients.

Red Tea is a mixture of rooibos tea, acai berry, mango, melon, red tea leaf and other fruits and flowers.

Both scents have been carefully designed and packaged with eco-friendly materials using 100% renewable energy and primarily sourced from Green-e certified wind power. The carton is produced with 50% postconsumer waste, carbon neutral printing and is totally recyclable.

Roots developed the Roots Source project over the past year with its longtime partner in beauty products and fragrances, Coty Inc., with whom it has

created several successful fragrances in the past. This time, Roots aspired to create a newconcept fragrance that aligns with its core values and commitment to environmental sustainability “We’re extremely excited about the launch of Roots Source,” says Rima Biback, Director of Licensees, who oversees such initiatives at Roots. “Especially given that it’s our first new fragrance in several years, and even more importantly, it’s the most eco-friendly fragrance that Roots has ever made.”

• Retail price: $49 for 50 ml, and $35 for 30 ml.

Arianna Kade

• Aline Kade, Manager at Kirkland Outlet, Montreal, Quebec welcomed a baby girl named Arianna Kade on Dec.11.

Jordan Michael Parker Mannings

• Tyler Mannings, Assistant Manager at Bayview Village, Toronto, welcomed a new nephew named Jordan Michael Parker Mannings in January.

Hearty congratulations to all of the above for these great moments in their lives.

The Source • 9

RESPONDING TO A NEED Ajax store donates prize money to Oshawa Humane Society

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taff at the Roots outlet store in Ajax, Ontario recently showed their real colours when they came to the assistance of The Humane Society in nearby Oshawa. Last month, they made a substantial financial donation to help the animal welfare organization rebuild its centre after it burnt down in December.

The $1,400-donation corresponds to the prize money the Ajax store won in the recent Roots-MasterCard contest and campaign to raise funds for Big Brothers Big Sisters of Canada.

When it came to deciding to what to do with the prize money they had won, the store’s 14member staff chose to donate it to the Oshawa Humane Society to help the shelter recover from the recent disaster.

In mid-December, a fire

Fire fighters stand in front of fire-ravaged animal shelter in Oshawa

ravaged the Humane Society building that sheltered dogs, cats, hamsters and other small creatures. The blaze claimed the lives of more than 150 animals and left 13 others that survived in need of a home.

“This fire happened at the same time as the contest,” says Michael Veira, Manager of the Ajax store.

“We all thought it was the perfect choice to give the money to the burnt-down shelter. We were all pumped to help as we all love animals and wanted to make a difference in our community.”

Community support has always been important at Roots.

Retail staff often get together to lend a hand to a local initiative.

KNOCK, KNOCK… Roots Co-Founder receives pre-birthday surprise at his doorstep than hockey legend Bobby Orr. Of course, it was no accident that the former NHL superstar found his way to Michael’s home unannounced. It was the result of a plan worked out weeks earlier between Bobby and Robert Sarner, Director of Communication and Bobby Orr flanked by Michael and Don Public Affairs at Roots.

The two first met in November when Roots hosted arly one morning in the launch of the Roots February, Roots CoMasterCard campaign to help Founder Michael Big Brothers Big Sisters of Budman was surprised to hear Canada. In his capacity as a the doorbell ring at his Toronto longtime ambassador for home. When he opened the MasterCard, Bobby attended the front door, a man asked him, in event at the Roots flagship store a deliberately deadpan manner, in Toronto. if there was a hockey rink in the Robert told Bobby about neighbourhhood that he might Michael’s backyard rink and his be able to play on. boundless passion for hockey, Initially, Michael was both as a player and NHL fan. puzzled by this unexpected He suggested it would be great if visitor that he vaguely recogBobby could visit the rink next nized. After about half a minute, time he was in Toronto. Bobby, he realized this surprise guest at who is based in Boston and his doorstep was none other

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10 • The Source

often travels for his work, said he’d be back in Toronto in early February (a few days before Michael’s birthday). They decided to try to make it a total surprise for Michael.

Michael and fellow Roots Co-Founder Don Green hosted Bobby during his one-hour visit.

They presented him with a Roots jacket and other Roots gifts.

Bobby stayed for the start of the game of shinny in which Michael and Don participated.

“It was such an honour to have a living legend like Bobby Orr personally visit my home and hockey rink and spend time with us,” says Michael. “He couldn’t have been more personable. I of course have tremendous respect for Bobby’s talents as a hockey player but I admire him just as much for the incredible community-related work he’s done in recent years, especially for the youth. He’s certainly as impressive as an individual off the ice as he was when he was the top player in the NHL.”

FINE PRINT A selection of coverage of Roots in the media Here are some recent sightings of Roots in the pages of newspapers and magazines: ·Flare, March issue. Article entitled “30 Years of Canadian Fashion Design” spotlights Roots Negative Heel Shoe as a Canadian fashion marvel. ·Fashion, March. Article entitled “The New Must Haves” features Roots Saddle Bag. ·Canadian House and Home, March.

Spotlight on Roots coffee table in ‘Home Stretch’ photo shoot. ·Toronto Sun, Calgary Herald and, Edmonton Sun, Feb. 15. Roots two-toned gloves highlighted. ·Toronto Star, Feb. 14. Feature on Roots leather heart tote bag in ‘Love it’ gifts for Valentine’s Day. ·Globe and Mail, Feb. 14. Spotlight on Roots leather briefcase in “Boy meets girl” fashion spread. ·Bayview Post and North Toronto Post, Feb. Roots Co-founders Michael Budman and Don Green featured as hosts of the Jane Goodall eco-fundraiser dinner in Toronto. ·Shops.ca, Feb. Roots Heart Tote in tribe leather featured in Valentine’s Day Gift Guide section. ·National Post, Feb 7. Roots Olivia Bag in cinnamon-hearts red featured in ‘Some Love!’ fashion spread. ·Chronicle Herald (Halifax), Feb. 6.

Mentions Roots as member of Canadian Retail Shippers Association utilizing a new logistics facility. ·Examiner (Peterborough, ON), Feb. 2. Roots is noted for helping Canada’s economy out of recession with its Canadian-made products. ·Where (Vancouver), Jan. Article mentions Roots as a ‘phenomenon since 1973’ with more than 140 stores offering clothing and accessories for the family. ·Eye Weekly (Toronto), Jan. 22.

Roots “Air” coloured track pants and “grassroots” hoodie with logo featured in the ‘Gym Dandy Gear Up’ section. ·Globe and Mail, Jan. 22. Article entitled ‘The Buy: Roots skin and hair care’ in on-line Style Counsel section features RootsSkin lotion. ·National Post, Jan. 17. Coverage of Roots Co-founders Michael Budman and Don Green and their involvement in Reason for Hope tribute dinner for Dr. Jane Goodall. ·Where (Toronto), Jan. Travel Buzz section mentions Roots Purple Village Pack. ·Canadian Retailer, Jan. Article entitled “The Communicator” profiles Robert Sarner, Roots Director of Communications and Public Affairs. ·Fashion, Jan. Roots leather men’s bag featured in the ‘Men’s Gift Guide’ section. ·Canadian House and Home, Jan. The main bedroom in article ‘Never a Dull Moment’ features Roots Home coverlet bedding.

Issue 88 - March 2009

MUSICAL ROOTS

AUGUST This month, we spotlight the seminal blues label Chess Records

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hess Records is the focus of renewed interest thanks in part to the recent film Cadillac Records in which the company figures prominently. Chess was the home of the Electric Blues.

Chuck Berry, Bo Diddley, Muddy Waters, John Lee Hooker and countless others all enjoyed their greatest success with the label. If you were anyone recording the blues in the 1950s and 60s, you were likely on Chess Records. It went from being a small local Chicago label in the late 40s to a major force in popular music whose impact endures to this day.

Brothers Leonard and Philip Chess were two Jewish immigrants from Poland who came to Chicago in 1928. They were involved in the liquor business and by the 1940s they owned several bars on the south side of Chicago. Their largest was a nightclub called the Macomba, which featured live entertainment. Many blues performers who had migrated to Chicago from the Mississippi delta in the ’30s and ’40s were a popular draw at the club.

Leonard and Phil soon realized that these performers were not being properly recorded, and started recording them themselves. In 1947, they joined forces with Charles and Evelyn Aron, who owned a small successful label called Aristocrat

THE ROOTS TOP 10 A guide to the sounds of Roots for March 1. A Little Bit, Lykke Li 2. Awe Struck, B. Reith 3. Lucky, Jason Mraz Feat. Colby Caillat 4. Love Songs, Anjulie 5. Who’d Have Know, Lily Allen 6. Mad, Ne-Yo 7. What’s Your World, Leon Ware 8. Broken Strings, James Morrison Feat. Nelly Furtado 9. Beautiful U R, Deborah Cox 10. Cape Cod Kwassa, Hot Chip and Peter Gabriel - Compiled by Davin Bujalski

Leonard, Marshall, and Phil Chess in the late 60’s

Records. By 1950, the brothers had bought out their partners and Chess Records was born. It would soon become a fixture in the music world as the most impressive collection of blues music on the planet.

The most important artist to record for Aristocrat before it became Chess was McKinley Morganfield, better known as Muddy Waters. He had a few hit singles with Aristocrat. But through their connections with radio and other local clubs around Chicago, Chess turned Waters into Chicago’s premier blues singer.

From their experiences in the nightclub business, the Chess brothers understood the popular preferences of their predominantly black audiences, but also saw the marketability of blues music to a broader market. At first, Chess was run as a twoman business, with Phil oversee-

ing the nightclub and the offices of Aristocrat/Chess and Arc, its publishing division, while Leonard scouted talent, produced the sessions, and handdelivered fresh recordings to radio stations in Chicago.

Other greats joined Chess like Howlin’ Wolf, Bo Diddley, Little Walter, Sonny Boy Williamson, and John Lee Hooker, all recording for the label in the 1950s and early 60s.

Later, Chess recorded the next generation of Chicago blues artists with Buddy Guy, and later Etta James and Fontella Bass.

But no one at Chess had as much impact on the future of popular music as Chuck Berry.

On the advice of his friend Muddy Waters, he signed with the label in May 1955 and had his first hit, “Maybelline” a few months later.

In 1969, Leonard and Phil Chess sold Chess to GRT for 6.5

million dollars a few months before Leonard died. Quality output declined, and by 1972, the Chess Chicago offices were almost empty, the distribution company and pressing plants had been closed, and only the Chess Ter Mar studio was operating with a few employees. In 1975, GRT dismantled most of what was left of Chess and sold it to All Platinum Records.

In 1985, MCA acquired the rights to the massive Chess catalogue and two years later launched an ambitious long-term reissue campaign of the invaluable Chess masters. Today, more than 60 years since Chess began, the company may be long gone but its influence on popular music as one of the world’s greatest blues labels is still being felt and is as relevant as ever.

- Davin Bujalski - Listen to the music of Chess: http:// www.amazon.com/Best-Chess-OriginalVersions-Cadillac/dp/B001JL2VCE

CHEF’S CORNER Roots-friendly recipes to bring pleasure to your palate

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or this month’s Chef’s Corner, we present the recipe for making Moroccan Eggplant.

INGREDIENTS 1 large onion cut in half and sliced thin 5 medium cloves garlic, pressed 1 medium bell pepper cut into1inch squares pinch of red pepper flakes 2 tsp turmeric ½ tsp garam masala 1 15-oz can garbanzo beans Issue 88 - March 2009

1 15-oz can lentils, drained ½ cup tomato sauce 1 ¼ cups + 1 TBS vegetable broth ½ cup raisins 1 TBS chopped fresh cilantro salt and black pepper to taste

Moroccan Eggplant DIRECTIONS 1. Slice onion and press garlic and let sit for at least 5 minutes to bring out their health promoting properties.

2. Heat 1 TBS broth in a 10-12 inch skillet.

Healthy sauté onion in broth

over medium heat for 5 minutes stirring frequently. Add garlic, red bell pepper, eggplant, garam masala and turmeric. Stir to mix well for a minute and add broth and tomato sauce. Stir again to mix, cover, and cook over medium low heat for 15 minutes, stirring occasionally, or until peppers and eggplant are tender.

3. Add garbanzo beans, lentils, red chili flakes, and raisins. Simmer for another 5 minutes. Season with salt and pepper. Serve sprinkled with chopped cilantro.

The Source • 11

GREEN TIP #53 Easy ways to help the environment THE COST OF CUTTING GRASS:

No lawn, little lawn, organic lawn. If you use a motorized lawn mower to cut the grass, you’re no friend of the environment. Running a lawn mower for an hour produces the same pollution as driving a car nearly 100 miles. Plant a garden instead and enjoy fresh local produce. Rake the lawn, lose the leaf blower and save on the gym membership.

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 the Midtown Plaza store in Saskatoon, Saskatchewan. Back row: Danielle Ellis (Ass’t Manager), Raheel Rajput (Manager); Front row: Saad Qasim, Alicia Johnson

SPEAK TO MY AGENT The littlest customers show their Roots

Ashley Summer Zeidel, 25 months, Montreal

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egular readers of The Source know that last year, we launched this special feature to showcase photos of children wearing Roots. It grew out of the fact that we often receive unsolicited photos from customers who want to share with us pictures of their children, cousins, 12 • The Source

Jude Andrews, 11 months, Hamilton, ON

nieces, nephews, grandchildren, or even pets wearing Roots. They often ask if they could be used in a future advertising campaign for the brand. We can’t promise that but we are happy to publish them in The Source.

Everyone is welcome to submit their favourite shots to

The Source to be considered for publication. Please send your pictures to photogallery@roots.com.

Be sure to include the name and age of each child or pet in the photo, where it was taken and a sentence stating that you agree for the photos to be used in The Source.

HEALTH TIP #50

Easy ways to stay healthy MORE VALUABLE THAN GOLD? One of

the world’s best-known herbs, panax ginseng has been used medically in Asia for more than 5,000 years.

Used to increase energy and stamina, ginseng is considered more valuable than gold in China due to its seemingly miraculous properties of restoring health.

Ginseng enhances body functions and the immune system to help people adapt to the negative effects of physical and environmental stress. It helps improve coordination and reaction time as well as increase endurance and decrease fatigue. Ginseng boosts energy gently, rather than stimulating the central nervous system, as coffee does. There’s also strong evidence that ginseng can help the body fight off infection, protect the liver and heart, normalize cholesterol and blood sugar levels, regulate the function of hormones, and improve memory and cognitive functions. People taking ginseng often report overall improvement in well-being. · Source: Secrets to Longevity,

by Dr. Maoshing Ni Issue 88 - March 2009

NEW & NOTEWORTHY A guide to just-launched Roots products

BABY SPRING APPAREL New line keeps children dry and warm for Spring

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ade for boys and girls, the new line has great pieces for transitioning into spring.

Both athletic jackets and pants are fully lined in jersey material for added warmth on breezy days.

The nylon shell is water-resistant, a perfect feature for energetic babies and toddlers.

To coordinate with the fresh

Girls Athletic Anorak in Coral/Almond

spring look, Roots Athletic Ringer Tees, made from 100% organic cotton jersey, are available in various colours and unisex styles.

Designed by Senior Designer for Babies Elsa DeSouza with Graphic Artist Shevon Segouin, the baby collection is now available in all Canadian Roots Baby locations.

Retail price: From $14.95 for Athletic Tees to $34.95 for Nylon Jackets.

Boys Nylon Gym Jacket in Fog/Smudge

Girls Spring Cap Sleeve Tee in Churned Girls Athletic Nylon Pant in Turtle Dove

Boys Nylon Gym Pant in Smudge

Boys Athletic Tee in Cress

MEN’S SALTSPRING ORGANIC TEES New graphic tees are trendy and educational

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any people don’t know about some of Canada’s major achievements in the field of transportation. Now, thanks to the latest Saltspring Organic Tees for men, several related Canadian innovations will become better known. The new T-shirts feature graphics depicting various Canadian accomplishments including the development of the Avro Arrow plane, the Beaver Bush Plane and Muskoka Boats.

Made from 100% organic cotton, the T-shirts are pigment-dyed and come in three different visuals and four colours

Issue 88 - March 2009

including rose smoke, bone, tan and black. Designed by the

Menswear Department, the collection is now available in all

Roots stores.

Retail price: $30.

The Source • 13

14 • The Source

Issue 88 - March 2009