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Published
Jun 10, 2021
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Ex-Tapestry CEO joins Moose Knuckles as investor, executive chairman

Published
Jun 10, 2021

Canadian luxury outerwear and sportswear brand Moose Knuckles announced on Wednesday the appointment of Victor Luis, the former CEO of Tapestry, as executive chairman, as he makes a significant investment in the company. 

Victor Luis joins Moose Knuckles as investor, executive chairman. - Moose Knuckles


He joins co-CEOs, Noah Stern, Ayal Twik and their families, along with global investment firm Cathay Capital to be an investor in the company.

Luis’ involvement and investment will help broaden and accelerate the company’s expansion. Having established a strong foundation in North America and Europe, the Moose Knuckles team is now focused on expansion into Asia and specifically China, where there is the largest geographic opportunity for luxury goods. It currently operates eleven brick-and-mortar stores, including three in China, with plans to open an additional ten stores by the end of 2022.

“We are extremely excited to partner with Victor on our brand’s next chapter,” said Noah Stern and Ayal Twik, co-CEOs, Moose Knuckles.

“He has a proven track record of growing brands globally at an unprecedented rate. We could not be more thrilled to have Victor on board to help fuel and steer our international expansion. We are super proud that we have been able to create one of the fastest growing fashion brands in the world. Bringing on an executive with Victor’s pedigree will help us hit that higher gear.”


Over the last five years, Moose Knuckles said it saw a compound annual growth rate of nearly 50 percent, including a triple-digit increase in direct-to-consumer sales. The company has offices in Montreal, New York, Milan, London and Shanghai and sells its outerwear in luxury retailers such as Selfridges, Holt Renfrew, Saks Fifth Avenue, Isetan, Lane Crawford and others, across more than 30 countries.

After a long career with French luxury firms LVMH and Baccarat, Luis joined Coach in 2006 as president and CEO of Coach Japan. He is currently an independent director of Farfetch Ltd. and Deckers Outdoor Corp. With his investment, he joins Moose Knuckles’ lead institutional investor Cathay Capital as an Operating Partner.

“Victor is a world-class, visionary leader who brings extraordinary luxury experience on a global basis,” said Mark Woods and Andre Puong, Partners of Cathay Capital. “As Cathay Capital and Moose Knuckles’ incredible founders look to significantly scale the company globally, we believe our partnership with Victor will propel Moose Knuckles further as a top modern luxury outerwear player.”

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