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Record 1 of 1 in CBCA Fulltext Business 1998 Annual

TI:  Roots getting into resort business in Vancouver [Ucluelet]
AU:  Olijnyk-Zena
PN:  Financial-Post-Daily
SO:  Financial Post Daily, v.11(149) O 21'98 pg 11.
FA:  Fulltext: 442 words
IS:  0838-8431
CI:  Roots-Canada-Ltd; Roots-Lodge
CZ:  Roots Canada Ltd; Roots Lodge
PT:  Most-Recent-Update; News-article
PD:  981021
PY:  1998
AN:  4326732
LN:  SHORT
FT:  You've worn Roots clothes. You've bought into the Roots lifestyle. 

Now you can lie down in the new Roots Lodge with with your head on a Roots
pillow and snuggled in Roots sheets and duvets. 

Roots Canada is licensing its name to the 20-unit Roots Lodge at the Reef
Point Adventure Station in Ucluelet, B.C. The lodge hopes to welcome its
first guests in January and may add 30 more rooms later. 

The retailer's decision to lend its high-profile name to developers of a
coastal resort on Vancouver Island marks its entry into the resort
business. It's also a long way from the company's origins - it was started
25 years ago by two young entrepreneurs selling "negative heel" shoes to
the hippie generation. 

Roots will also use the lodge to showcase a new line of housewares, ranging
from cutlery to couches, that will hit store shelves this month. 

"This all about establishing Roots as a brand when it comes to home
furnishings," said co-founder Michael Budman. "The outdoor adventure
lifestyle - hiking, water sports, nature appreciation - is exactly what
Roots has always stood for. It's a natural partnership for Roots to be
involved in such a great project." 

The company will opens its first lifestyle furniture and clothing store in
early November in Toronto's Annex area. The lodge is part of a strategy to
become more aggressive in marketing Roots in Canada and internationally
"through a number of new concepts." 

Reef Point is a 22-hectare site bordering the Pacific Ocean and Ucluelet
Harbor on the west coast of Vancouver Island. The development will include
the 100-room Coast Hotel, residential waterfront lots and rental cottages.
It is being built by Seabridge Construction Ltd. of Salt Spring Island.
The lodge will feature guest suites, located above stores, and beachfront
cabins. 

Marshall Myles, vice-president of Roots Canada, told the Vancouver Sun the
total capital investment in the lodge is not set but will be "several
million dollars." 

"The activities here will very much suit the product we make ... It's a
nice fit and it makes our product more legitimate." 

Retail consultant John Winter said the idea of using a hotel to display
Roots home furnishings "is absolutely brilliant." 

"To a certain extent, the Roots boys wrote the book on how to market
lifestyle," he added. "They've been at it for 25 years now and it's
apparent they still know how to market Roots with a lot of imagination." 

Copyright The Financial Post98 All Rights Reserved.

                                                             
FC:  Copyright 1999. All rights reserved by original publisher and copyright
holder.  No part of this data may be reproduced, published, sold, 
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YC:  1999
UD:  981200