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Danier Leather: Growing Through the Web
Hamid Noori, Annie Warburton
published: 2006 | Case Study | Integrated Cases
Subject Area: Operations Management; Accounting/Finance; Marketing; Business Policy/Strategic Management; Integrated
Key Issues:
Case Description: Danier Leather, a leading Canadian
designer, manufacturer and retailer of men and women leather apparel,
had been growing rapidly on the Canadian market. It had positioned
itself with a fashion/value image, adapted to the needs of its market.
After having established a strong presence and brand equity in Canada
and started expanding into the U.S., Jeffrey Wortsman, President and
CEO, had perceived the Internet as a new growth opportunity. He had
therefore encouraged the development of an on-line shopping site, which
he felt would lead to broader local and global markets. The site had
been opened in December 1999, and based on its initial success the
company was planning to continue investing in its on-line shopping
operation. In particular, Jeffrey saw e-tailing as an unprecedented
opportunity to expand to the European market, which he knew, from its
wholesale operation in London, was relatively untapped for value
oriented fashion leather.
# Case Pages: 24
Case Number: 040006-G
Teaching Note: Yes
revised May 9/06
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