TORONTO, Sept. 26,
2024 /CNW/ - Premium outdoor lifestyle brand,
Roots Corporation ("Roots," or the "Company") (TSX:
ROOT) announces a three-year partnership with the Nature
Conservancy of Canada (NCC),
effective September 2024. The
partnership was born out of a natural opportunity for two
like-minded organizations to come together in an effort to protect
and conserve Canada's habitats,
consisting of forests, wetlands, and shorelines, with the long-term
vision of achieving a more sustainable future for all.
In the first year, Roots will be supporting the NCC's
conservation efforts in the Frontenac Arch Natural Area located
in eastern Ontario just north
of Kingston and northeast of the
St. Lawrence River. This is one of the most biodiverse regions in
Canada and a place of great beauty
that links the Canadian Shield from Algonquin Park with the Adirondacks Mountains
in New York State.
Home to thousands of species, the Frontenac Arch serves as a
critical habitat linkage through to New
York State. It was designated as a UNSECO World Biosphere
Reserve in 2002 and is one of the most important forest corridors
east of the Rocky Mountains. NCC works here protecting wilderness
for species like black bear, moose and eastern wolf, bats, insects
and dozens of bird species.
Nature has been at the foundation of the Roots DNA since its
inception in 1973 in Canada's
Algonquin Park. Since then, the
brand has developed a rich history of supporting a diverse range of
communities and charitable partners. These partnerships align with,
and support, the brand's core values of community and authenticity,
whilst ensuring efforts contribute to creating positive change
today and for future generations. The collaboration with NCC
strengthens Roots mission to support and conserve Canada's natural spaces while identifying and
addressing critical environmental needs.
"At Roots, nature is not just an influence but a core element of
our inspiration and product design," commented Meghan Roach, President and CEO of Roots
Corporation. "Our deep connection with Algonquin Park has shaped our brand identity
for over five decades and remains integral to our ethos. Partnering
with the Nature Conservancy of Canada is a natural evolution for us—an
extension of our commitment to protecting the very source of our
inspiration."
Throughout the multi-year commitment, Roots will work
collaboratively with NCC to identify initiatives requiring priority
focus based on research and ongoing analyses.
"Our partnership with Roots marks an exciting step forward in
accelerating conservation, starting with the Frontenac Arch Natural
Area in Ontario,"
says Catherine Grenier, president and CEO of the Nature
Conservancy of Canada. "Multi-year
partnerships like this are essential to successful conservation
outcomes. Roots' investment in nature is building resilient
ecosystems that will thrive for generations."
By supporting conservation in the Frontenac Arch, the two
organizations will also be contributing to Canada's conservation goals. Other benefits
include connecting existing conservation lands and ensuring
pathways for species to move throughout their life cycles, the care
of existing conservation lands, expanding partnerships in the
community to further conservation outcomes, and the prioritization
of safe and accessible visitor experiences on lands. NCC currently
owns and manages over 2,870 hectares and has assisted with an
additional 2,985 hectares of protected habitat in the Frontenac
Arch.
In February 2020, Roots launched
"Roots Cares," a program designed to give back to and partner with
communities in need. Since its launch, Roots has donated
approximately $3.6 million, along
with in-kind donations to various organizations within communities
in which Roots operates. Roots is deeply committed to preserving
the landscapes that inspire the brand. Supporting NCC's efforts to
conserve Canada's habitats is a
commitment both organizations proudly embrace. Together, the goal
is to generate meaningful change and promote a brighter, more
sustainable future for all.
To learn more about Roots and its charitable initiatives, please
visit roots.com/ca/en/roots-cares.
ABOUT ROOTS CORPORATION
Established in 1973, Roots is a global lifestyle brand. Starting
from a small cabin in northern Canada, Roots has become a global brand with
over 100 corporate retail stores in Canada, two stores in the United States, and an eCommerce
platform, roots.com. We have more than 100 partner-operated
stores in Asia, and we also
operate a dedicated Roots-branded storefront on Tmall.com in
China. We design, market, and sell
a broad selection of products in different departments, including
women's men's, children's, and gender-free apparel, leather goods,
footwear, and accessories. Our products are built with
uncompromising comfort, quality, and style that allows you to feel
At Home With Nature™. We offer products designed to meet
life's everyday adventures and provide you with the versatility to
live your life to the fullest. We also wholesale through
business-to-business channels and license the brand to a select
group of licensees selling products to major retailers. Roots
Corporation is a Canadian corporation doing business as "Roots" and
"Roots Canada".
ABOUT THE NATURE CONSERVANCY OF CANADA (NCC)
The Nature Conservancy of Canada (NCC) is the country's unifying
force for nature. NCC seeks solutions to the twin crises of rapid
biodiversity loss and climate change through large-scale, permanent
land conservation. As a trusted partner, NCC works with people,
communities, businesses and government to protect and care for our
country's most important natural areas. Since 1962, NCC has brought
Canadians together to conserve and restore more than 15 million
hectares. To learn more, visit natureconservancy.ca.
SOURCE Roots
