1Issue 68 - March 9, 2007 The Source

A window into the world of RootsRootsRootsRootsRoots Issue 68 March 9, 2007

PH

OT

O: A

ND

RE

W M

ILLE

R

STANDING TALL

Assistant Manager Dori Lewis, (left),and Manager Janet Braam go theextra distance with their team inmaking their store a winner

The Roots Lodge, a landmark store in Toronto, reaches new heightsafter celebrating its 20th anniversary

Issue 68 - March 9, 2007 2 The Source

SPECIAL DELIVERYA selection of recent letters from the world of Roots

I N S I D EI N S I D EI N S I D EI N S I D EI N S I D EI S S U E 68I S S U E 68I S S U E 68I S S U E 68I S S U E 68

The Source wants to hear from you.Please send your letters to RobertSarner at rsarner@roots.com. Lettersmay be edited for length and clarity.

PublishersMICHAEL BUDMAN, DON GREEN

EditorROBERT SARNER

Editorial AssistantPAULOMI PATEL

InternNICK KANEVSKY

The Source is published every two weeksby Roots Canada Ltd. We welcome lettersfrom readers for publication. Pleaseaddress all correspondence to TheSource, Letters to the Editor, RootsCanada, 1400 Castlefield Ave., Toronto,Ontario, M6B 4C4 or by email torsarner@roots.com Letters may be editedfor length and clarity.

Each issue of The Source is alsoavailable, in an abridged version, on theRoots website at www.roots.com

PH

OT

O B

Y D

IAN

E B

ALD

In keeping with our fortnightlypublishing schedule, the nextissue of The Source will appearon Friday, March 23.

EXTRA! EXTRA!

DepartmentsFRESH INK

OPPORTUNITY KNOCKS

MOMENTS THAT MATTER

GREEN TIPS

HEALTH TIPS

STAYING POWER

DOWN ON THE FARMI just wanted to let you knowabout a customer comment wereceived today. A lady was inshopping for her husband forValentine’s Day and she said howmuch she loves Roots clothingbecause it’s so well made andlasts through so many washings.

Her family owns a farm sothey need their clothes to be verydurable. She said that she recom-mends us to all of her friends. Shealso loved the cell phone pocketon the new Kanga PrincetonHoody as people in her familykeep their phones with them at alltimes when they are out on thefarm and now they have a conven-ient place to put them.Lindsay Harris, Paul RogersRoots Outlet, Winnipeg

WORTHY OF PRAISEI recently took a neighbourfriend, who is in her late 70s, toyour Windsor Crossing Outletstore in Windsor, Ontario. It washer first time there. A young ladyby the name of Tammy Clavetgreeted us and asked if she couldbe of assistance. She was verypersonable, helpful and espe-cially nice.

My friend, who is inflictedwith bone cancer and is not do-ing that well, was so grateful forTammy’s help, she ended upbuying several jogging outfits.

When we returned to the car,my friend remarked how nice andhelpful Tammy was to her. Myfriend loved her outing to yourstore, and hopes to do it againnext year at Christmas time.

I don’t know the names of theother girls at the store but theones with whom I’ve had contactare all very nice. They deserve aword of praise from the HeadOffice. It’s so pleasant to bewaited on by the store’s kindemployees.Pauline MooreWindsor, ON

LOVE YOUR ROOTSAs part of a business project atschool, we were to write a letterto a company about how muchwe liked their merchandise. Ithought to myself, who better towrite to than the company whomakes my favorite clothing andaccessories. Since I was a child,I’ve worn Roots clothing andcontinue to buy and wear yourproducts.

After all this time wearingsweaters, pants and T-shirts fromRoots, I’ve never had a problemwith any of your clothing.Through past experience atother stores, I found even someof their expensive merchandisedoes not withstand wash andwear.

Another reason I like yourclothing so much is becausethere are so many differentstyles of shirts and sweaters tochoose from. I also really likethe Roots perfumes and handcreams. Although I do not haveany of the Roots bedding, it’sone of the things I hope to pur-chase in the near future.

I’m looking forward to shop-ping at Roots for many years. Ilove everything about your storesand the people working there. Ithink Roots is a great company.Megan DignardSmith Falls, ON

MAKING YOURSELF HEARDRoots Radio issues appeal tostore staff to speak up

BATTTLE OF THE BRANDS #1Facts and features favourRoots when measured againstCoach

THE FIGHT HEATS UPOscar winning environmentaldocumentary now available instores while fundraising initia-tive reaches new heights

KUDOS FOR KITTYWest coast retail staffer recog-nized for decade of devotion

FALLOUT FROM PRO-PEACE STYLERoots responds to critics of‘No More War’ T-shirt

SELLING TULIPS, SAVINGLIVESRoots lends support to effortsof lung association

TRUE TO HIS ROOTSCelebrated actor RussellCrowe wears the right stuff

PASSING THE TRUE TESTBurlington store scores high inRetail Recognition Program

GOING THE HEALTHY WAYMoncton team finds innovativeways to stay fit while they work

3Issue 68 - March 9, 2007 The Source

STANDING TALLThe much-admired Roots Lodge, a landmark store in uptown Toronto, reaches new heights

of success after celebrating its 20th anniversary

The Roots Lodge justgets better with age.Now into its thirddecade, the Lodge iscompleting one of its

best seasons in terms of salesrevenue in recent memory. Butbeyond its excellent financialresults, the store has a specialplace in the Roots retail fam-ily.

Situated in uptown Torontoon the city’s famous YongeStreet next to large residentialareas, the Lodge exudes thebest of Roots stores in termsof being connected to its localcommunity.

“We are a street store in thebest sense of the term,” saysStore Manager Janet Braam,who has been with Rootssince 2000. “Given our loca-tion, we have a lot of interac-tion with local residents whooften drop in with their chil-dren to say hello. There’s evena golden retriever who comesin daily for her doggy treatsand water along with herowner who comes in to seeour latest leathers. She pur-chases a new leather bag sev-eral times a year for personaluse.

People also come in afterjogging for a cup of water andto chat with the staff aboutwhat’s new in the store. Manycustomers live in theneighborhood and see ourstore as an intrinsic part of thecommunity.”

With its log cabin-likefaçade and intimate scale, theLodge has an inviting pres-ence. It has the distinction ofbeing the only Roots store inCanada and the United States

to have such a name and itsown logo. Its eye-catchinggraphics are quite prominent inthe hand-painted mural on theoutside wall that dates back tothe opening of the store in1986. Miraculously, it hasnever faded in all these yearsdespite being exposed to theelements. It looks as fresh aswhen it was first created.

“I have a particular affinityfor the Lodge,” says Roots Co-Founder Michael Budman.

“It’s a true neighbourhoodstore with a personality thatreflects the culture and herit-age of Roots and evokes ourlove of the outdoors. It com-bines so many positive ele-ments of what Roots is allabout.”

Inside the 2,100-squarefoot store, there’s lots of natu-ral light, a fireplace, woodenfloors and three separate butinterconnected rooms. Eachhas its own personality includ-ing a separate Yoga Room thatshowcases the Roots Yogaline.

“The Lodge is where thepast meets the present,” saysRosemary Eisenhut, Directorof Retail. “The outside of thestore is reminiscent of thecabin feel of our earlier storedesign and where it all beganin Algonquin Park, but whenyou step inside you know youare in the here-and-now. Itsdesign gives the feel of bou-tiques within the store. Theinviting entrance warms youwith the leather departmentand then you step to the backwhere the kids and baby bou-

Continued on the next pageA key link to the Lodge’s success: Great staff, seen here in recent team picture

Issue 68 - March 9, 2007 4 The Source

tiques are situated, the men’sdepartment and the ladies life-style and athletics each havetheir own rooms and then justbefore you enter the YogaRoom you are greeted with awonderful stone fireplace. It’slike being a guest invited into ahome with many beautifulrooms.”

For all its many physicalattributes and great products,it’s the human team that reallymakes the store shine. Janetand Assistant Manager DoriLewis have a knack for pick-ing new employees and instill-ing in them a winning ap-proach to their jobs. They alsofurther enhance the atmos-phere by staging events forstaff such as various contestsincluding bingo, Pass theBuck, Deal Or No Deal, and apotluck every Friday.

“In the final analysis, oursuccess comes from our ability

the most enjoyable part ofworking at the Lodge, both ourcustomers and our staff. Themembers of our team all bringsomething different to the floorso we can tackle any challengeand have fun doing so. Posi-tive attitude is critical. It’s nota good day until you laugh.Customers feel that energy andvibe and enjoy their Roots ex-perience and therefore shophere more often. The store islike our home. We have invitedcustomers into this environ-ment so we must make it aspleasurable as possible.”

The sense of communityalso manifests itself in the in-volvement of staff in activitiesoutside the store. For example,for the past four years, theyhave participated in the annualRelay for Life, a 12-hour can-

Continued from previous page

cer walk. This year, the Lodgehas three captains, each ofwhom is leading teams of 10people in the event.

“Relationship building isthe most important aspect ofsales and I feel our team getsthat,” says Janet. “We havefostered a caring relationshipwithin our walls and all whoenter our store become part ofthis experience.”

The staff says that three-quarters of customers arewomen, many of them living inthe vicinity. Reflecting thefamily feel and multi-generalappeal of the store, it’s quitecommon for parents and chil-dren to shop together at theLodge.

“The fact that Roots hasbeen putting a renewed em-phasis on our quality leathersand sweats has really helpedattract more people to the storeover the past year or so,” saysDori, who has worked at sev-eral Roots stores. “Service,atmosphere and product arewhat helps ensure they becomerepeat customers.”

With its stellar team, itsexemplary approach to cus-tomers and its strong connec-tion with the local community,it’s a good bet that the RootsLodge will be a fixture at thecorner of Yonge Street andLytton Blvd. for a long time tocome. – R.S.

to build a great team with theright attitude and spirit,” saysDori, who has worked atRoots since 1996. “People are

The leather collection and stone fireplace help anchor one of the three main rooms at the Lodge.

5Issue 68 - March 9, 2007 The Source

THE FIGHT HEATS UPOscar-winning environmental documentary now availablein stores while fundraising initiative hits six figures

Last week,Roots sur-passed

$100,000 as part ofits campaign in sup-port of efforts tofight the scourge ofglobal warming.

The money wasraised through thesale of speciallydesigned braceletssporting the mes-sage ‘STOP GLO-BAL WARMING’.Made from scrapleather at the Rootsfactory in Toronto,the bracelets aresold in Roots retailstores and online on the company’swebsite. Net proceeds go to the Stop Glo-bal Warming Fund to raise awarenessabout the threat to the environment andways to combat it.

The Stop Global Warming campaignwas launched in early 2005 in conjunctionwith Laurie David, one of the producers

of the Oscar-winning docu-mentary film An Inconven-ient Truth, the DVDs ofwhich are on sale in Rootsstores.

Last November, in a pi-lot run, the DVDs were soldin select Roots stores in To-ronto in coordination withParamount Classics. Due tothe growing demand theyare now available in some50 stores all over Canada.

The publicity generatedby last month’s AcademyAwards and Laurie David’sparticipation in acceptingthe Oscar for An Inconven-ient Truth, has generatedrenewed interest in both the

documentary and the bracelets, resultingin increased sales. In addition, certainRoots stores sell David’s recent book TheSolution Is You which also focuses on cli-mate change and its effects.• An Inconvenient Truth DVD, retail price:$26.95; Stop Global Warming bracelets, retailprice: $5; The Solution Is You, retail price: $12.95

MAKING YOURSELF HEARDRoots Radio issues appeal to store staff to speak up

Some call it the soundtrackto the Roots shoppingexperience. Some call it

the audio side of Roots. Somecall it the voice of Roots. Bet-ter known as Roots Radio, it’sheard seven says a week in all130 stores in Canada and theUnited States.

This week, Roots Radioissued its first ever company-wide invitation for retail em-ployees to represent their re-spective Roots store and cityby recording a custom voice-spot to be broadcast on RR.Staff can say why their store isthe best, request a favouritesong, recount a memorableRoots moment or send a greet-ing to someone special. It’s agreat chance to be heard coastto coast. (Those interested inparticipating should contactRoanne Camagay, Retail Op-erations Coordinator atretailops@roots.com)

Launched in 1998 as a way

of sharing the culture and loveof music at Roots with custom-ers and to promote certain socialcauses, RR operates out of To-ronto. Managed by musicmaven Davin Bujalski, it alsofeatures the on-air soulful pres-ence of Andy McCurbin (“davoice”) who has been involvedin the project since its inception.

Davin, in close collaboration

with Roots Co-FoundersMichael Budman and DonGreen, chooses the play listranging from 50s doo-wop tocontemporary hits, all of whichreflects the Roots lifestyle andmusical sensibility. Artists suchas Bob Marley, Marvin Gaye,Alicia Keys, The Police, U2,Van Morrison, John Legend,The Band and many more are

broadcast daily. In addition,through Andy’s info-spots, RRkeeps staff and customers in-formed about new develop-ments in the world of Roots.

When not tending to RR,Davin coordinates the discjockey program in Torontostores and plays a key role inthe “Roots of…” series of com-pilation CDs that so far hasincluded The Roots of Motown;The Roots of Reggae; and thesoon-to-be released The Rootsof Soul. For his part, Andy is aleather specialist at Roots, andworks out of the flagship storeon Toronto’s Bloor Street. He’sbeen with Roots since 1985,and in recent years he’s alsotrained staff about leatherproducts, many of which he’shelped design.

Next on the horizon for RRis possibly expanding its audi-ence to Roots stores in Asiastarting with the new stores inHong Kong. Stay tuned.

Andy McCurbin, (left), and Davin Bujalski

A TERRIBLE LOSSStaff member passes awaydue to sudden illness

Everyone at Roots wasextremely saddened

this week when a mem-ber of the retail teamdied suddenly. On Mon-day, Marlo Wilcox, 21,who worked in the RootsSouth Park Outlet in Ed-monton, AB passed away

due to a sudden illness. She had joinedRoots three months ago and recentlywas promoted to a Keyholder. Her deathleft her colleagues at the store shockedand devastated.

“Although Marlo had only been withus for a relatively short time, shetouched each and every one of us,”says Store Manager Johanne Chute ofSouth Park Outlet. “She will be deeplymissed.”

Marlo also worked part-time at theRoots store in the Kingsway GardenMall in Edmonton.

A celebration of Marlo’s life was heldyesterday afternoon at the Howard andWestlawn Chapel in the city.

On behalf of Roots, we extend ourheartfelt condolences to Marlo’s parentsLinda and Dale, her brother Grant andfriends on this tragic loss.

Issue 68 - March 9, 2007 6 The Source

DOING THE RIGHT THINGThe latest in our series on Roots employeeswho help the community

Roots employees are animpressive bunch, for allkinds of reasons. In their

own way, many contribute tomaking the world a better placeto live.

This month, the Roots teamin Guelph will participate in the32nd Annual Big Brothers BigSisters bowling challenge forkids. As part of this initiative,Store Manager LindseyKinsella and her staff startedcollecting pledges last monthand have raised more than $300for the cause so far.

The funds will go to the BigBrothers Big Sisters organiza-tion which helps children by

matching them to adult volun-teer mentors. Big Brothers BigSisters of Guelph currentlyserves more than 400 childrenand youth in the communitythrough such programs.

The Roots Guelph team isparticipating in the fundraiserfor the first time, after beingcontacted by the organizers.Prior to this, they participated inmany other community-relatedevents including the Parkinson’sWalk For Life and the CanadianBreast Cancer Foundation’sCIBC Run for the Cure.· Interested individuals can donatetheir pledges to the Guelph team onhttp://bbbsguelph.kintera.org

From left to right: Caily McQuay, Lindsey Kinsella, Krista Carson, Monica Wach,Andrea Webb and Jackie Millson (missing) Alicja Rudnicka and Miyeko Simons

TRUE TO HIS ROOTSCelebrated actor Russell Crowewears the right stuff

Russell Crowe has long been a fanand friend of Roots. In the picture

below, published recently in Us Maga-zine, he is wearing a Roots full-ziphoody designed by him and coordi-nated by David Jackson from the

Business-to-Busi-ness Department.

Last year, theAcademy Award-winning star beganworking with Rootsto produce personal-ized apparel. Sincethen, Roots has sup-plied more than 200pieces of two differ-ent styles designedby him in connec-tion with the SouthSydney Rabbitohs,an Australian rugbyteam of which he isco-owner.

When in Toronto,the New Zealand-born Crowe alsooften shops for him-self and his family inRoots stores. In thepast, Roots suppliedproducts for hismovie CinderellaMan.

SELLING TULIPS, SAVING LIVESRoots lends support to fundraising efforts of lung association

Last week, Roots participated in the Ontario LungAssociation’s annual

fundraising event to fight tuber-culosis and other lung diseases.The association funds respira-tory research and better man-agement of asthma, promotes atobacco-free society and focuseson the effects of air quality onlung health.

As part of the Tulip Day ini-tiative, select Roots stores allover Ontario received bunchesof fresh tulips last Thursdaymorning to sell to customers.Each bunch included five flow-ers and sold for $6 each. Pro-ceeds from the sale were used tosupport the association’s re-

search efforts, lung health edu-cation and help lines. Besidespurchasing the tulips, customerscould also donate separately tothe OLA.

Stores displayed the colour-

ful flowers inthe front andpromoted thecause by talk-ing to custom-ers helping to

raise awareness about tubercu-losis and other lung diseases. Inaddition to selling flowers instores, Roots will also contrib-ute to the OLA’s Lungs For Lifeprogram to prevent smokingamong school children.

In a separate event held dur-ing the Tulip Day, the Roots

flagship store on BloorStreet in Toronto hostedCity-TV’s FrankieFlowers who gave a liveweather feed from thestore. He was filmedwith the tulips in thebackground as he men-tioned Roots support forthe OLA during hisbroadcast.

7Issue 68 - March 9, 2007 The Source

• Linda Borg, returning from ma-ternity leave, Resource ProtectionAnalyst, Head Office, Toronto• Kitty Chan, appointed Merchan-dise Flow Analyst, Merchandising,Head Office, Toronto• Paula Da Costa, appointed Pur-chase Order Administration,Sourcing, Head Office, Toronto• Victoria Da Ponte, appointedPurchase Order Administration,Sourcing, Head Office, Toronto• Natasha Evangelista, appointedLabels and Trim Coordinator,Sourcing, Head Office, Toronto• Shaira Goreham, promoted toAssistant Store Manager,Limeridge Mall, Hamilton, ON.• Daisy Li, appointed Junior Logis-tics Coordinator, Sourcing, HeadOffice, Toronto• Brian Moniz, appointed StoreManager Sherway Gardens,Etobicoke, ON• Lauren Price, promoted to StoreManager, Terminal 3, PearsonInternational Airport, Toronto.• Jane Rogers, appointed Techni-cian, Baby, Head Office, Toronto• Lasha Rojenko, appointed As-sistant Store Manager, Oakville,ON• Rachael Roos, promoted toStore Manager, Hillcrest Mall, Rich-mond Hill, ON• Shelly Sowinski, promoted toAssistant Store Manager,Kitchener, ON• Matthew Stokes, appointedAssistant Store Manager, SherwayGardens, ON.

ON THE MOVENew appointments andpromotions at Roots

FRESH INKA selection of coverageof Roots in the media

- Compiled by Carmela Ledo

• CanadianLiving, Aprilissue: Spotlighton the Rootswomen’s bam-boo/spandexjersey t-shirt in

both the “Green is the new black”shopping section and in the fashionshoot ‘Dress to Impress’.• Wish, April: Roots Blue Café bagfeatured, along with a striped wom-en’s tank top.• Toronto Star, March 3. In articleentitled “Transumers buy on the fly”in the shopping section, Roots iscited as company that targets the‘transumer’ with quotes from DonGreen on the Flat Bags and Oxia.• Where Toronto, March: NewBeach Bucket reversible tote insilver metallic and white featured inthe Hot Tips section.• Glow, March/April: Roots greenrubber sport watch featured in theOn the Ball fashion shoot section.• CAA magazine, Spring: Rootsmen’s blue zip-up track jacket fea-tured in the Goods To Go section.• Photo Life, Jan.: Spotlight on theRoots classic mini backpack, Rootsdigital SLR system and Roots neo-prene sling bag featured in thePhoto Bags and Cases section.

Among the many T-shirtsnow on sale in Rootsstores, one sports the

words “No more war”. Since itwas introduced, the shirt hasproved – at least in terms of itssales – one of the most popularwith customers. But not witheveryone.

Over the past 10 days, threepeople have written to Roots,saying the T-shirt is in poortaste. One went so far as tosay Roots is being disloyalto the government andCanada’s armed forces.

Here’s an excerptfrom one of the letters,signed by L. Campbell:“As a long time customer ofRoots, I was dismayed withyour window display in Ed-monton featuring an ‘ENDTHE WAR’ T-shirt. You havelost this long time customer.

“Roots has always been asource of pride for me – butnot when you become in-volved in politics. I am trulydisappointed in Roots and willmiss the classic products Ihave enjoyed over the years.Politics during wartime shouldbe left to those businesseslacking in conscience andgood taste.”

C. Culligan fromFredericton, New Brunswickwrites: “Last week, whileshopping in Regent Mall, Iwalked by your store and no-ticed a T-shirt on display thatsaid ‘No More War’. I wasappalled that you would evenconsider making a T-shirt withsuch a slogan and that your

store would actually display it.I found it highly disrespectfuland in very bad taste.

“As someone who hasshopped at your store and whobelieves that Roots is part ofCanadian culture, I find itdreadful that you would sellthis type of propaganda andshow such disrespect toward

your fellow Canadians. I sug-gest that you remove this T-shirt from your store to showthat you support our troopsand your fellow countrymen.”

In response, we wrote to allthree customers, explaining theRoots position on the matter.Here is an excerpt from ourreply to Ms Campbell:“Dear Ms. Campbell,We’re sorry that one of our T-shirts offended you.

“Contrary to what you mayhave understood, Roots wasnot making a political state-ment in terms of a specificconflict such as Afghanistan,

Iraq, Sudan, or scores of othermilitary confrontations cur-rently raging around theplanet. In fact, the shirt youcited does not actually say‘END THE WAR’ as youthought it did. The shirt says‘NO MORE WAR’ reflectingits more generic meaning.

“It is not intended as a po-litical statement. It’s simply asincere wish for a peaceful

world. Likewise, when weput statements on our

shirts calling for acleaner, more environ-

mentally friendly world,we’re not trying to be

political. We’re simplyexpressing concern for ourenvironment and for thehealth of future generationsif people don’t take actionto fight pollution and glo-bal warming.

“None of the above isto minimize the threats tofreedom and democracy in

our world. The shirt is notmeant as a lack of support andrespect for our country andgovernment and the commit-ment of our armed forces tohelp others around the globeface such dangers.

“Our shirt stems simplyfrom a fervent hope for a bet-ter world, free of war, howeverelusive such a wish may be.

“Thank you for your letter.I hope the above gives you abetter understanding of Rootsin the context of this issue.Yours truly,Robert Sarner, Director of Com-munication and Public Affairs”

FALLOUT FROM PRO-PEACE STYLERoots responds to critics of ‘No More War’ T-shirt

KUDOS FOR KITTYWest coast retail staffer recognized for decade of devotion

Last weekend, Roots Co-Founder Don Green was in Van-

couver on Roots business. One of thethings on his agenda while at thestore on Robson Street was to per-sonally pay tribute to a key memberof the retail team.

Salesperson Kitty Duquette re-cently marked her 10th anniversary atRoots (always at the Robson store)and to mark the occasion, Don alongwith Roots Corporate Sponsorshipand Sales Manager in Western

Canada Lyn Frankel, Robson StoreManager Elizabeth Coates andField Business Manager RossSchafer presented Kitty with a cus-tom-made Team Roots leatherjacket.

Kitty was her typically modestself, embarrassed by the spotlightbut passionate as always about herplace of work. “I love being atRoots,” says Kitty. “That’s it. Whatmore can I say? I’ll love Roots untilthe day I die.”

Issue 68 - March 9, 2007 8 The Source

For the second year in arow, Roots iscollaborating

with the maker ofits watches,Cosmoda, to offerscholarships to stu-dents graduatingfrom high school.The Roots Class of2007 program providesfinancial assistance tostudents seeking highereducation.

Five students who wish toattend university next fall willwin $1,000 each as part of thisyear’s program. Students canapply themselves or can benominated by their friends orparents.

Those interested in the pro-gram must complete an appli-cation form and write an essayabout their educational andcareer objectives. Scholarshipapplications will be accepteduntil June 29, with winnerschosen in mid-August.

THE ROOTS CLASS OF 2007Scholarship program assists students with their educational goals

In a related devel-opment, Roots storesare now carrying theClass of 2007 seriesof watches for menand women. A per-fect gift for graduat-

ing students, thewatches come in two

solid stainless steel de-signs: the sporty, stylish

Roots Tucson for men and

the delicate, fashionable RootsGem for ladies. The silver dialfeatures the “Class of 2007”imprint, which is etched on theback of the watchcase. Eachwatch comes with a bonusRoots photo frame, whilequantities last.· Retail price: Roots Tucson:$125; Roots Gem: $100; No pur-chase is necessary to apply for ascholarship. For more informa-tion, go to www.watchroots.com

AND THE WINNERS ARE…Recipients of the inauguralRoots Scholarship Program

This year, five young men and womenare studying at various Canadian

universities thanks in part to the financial assistancethey received through the Roots Scholarship Pro-gram. Here is a brief introduction of the winners,presented in alphabetical order: Nicholas DeKoningfrom Bracebridge, ON is in his first year at the Uni-versity of Western Ontario, studying engineering;Pamela Grudizinski is pursuing a Master’s Degreein Occupational Therapy at Queen’s University after graduating with a Bach-elor’s Degree in Science and a specialization in pharmacology; Tamara Hoppe,from Dundas, ON, is in her first year at the University of Western Ontario major-ing in medical science; Angus Murray is enrolled in the University of BritishColumbia’s medical program where he is studying to become an MD; KimiSekhon is enrolled in a Masters Program in Arts Conflict Studies at the St. PaulUniversity, Ottawa. She is completing a research project on the role of womenin the Tibetan government in exile in Dharamsala, India.

Employees at the RootsChamplain Place store inMoncton, New Brunswick

are enjoying the benefits oftheir group efforts to stayhealthy. With the aim of gettingin shape for summer, increasingenergy and becoming more fo-cused, Store Manager ErinCormier and her teammateslaunched the Healthy FoodChallenge last month.

“We noticed that for a longtime, we had been mimickingeach other’s food habits,” saysErin. “If one of us ate choco-lates or chips, others would betempted to eat them, too. Thiswas unhealthy and we werebecoming lethargic and de-en-ergized by the end of the day.”

To overcome this, Erinalong with team membersRhonda MacLeod and JessieMacKinnon came up with theidea of the group challenge.Other participating store em-ployees include Megan

Leblanc and Marie-EzeLanteigne.

As part of this challenge,the team now eats healthier,junk-free food in the store.They make up for their choco-late cravings by eating 70%dark chocolate. Natural sugarsare encouraged. Each partici-pant practices the regime atwork and at home, and marksher daily progress on a chart inthe back room of the store.They are allowed any one day

in the week as a ‘Cheat Day’ totake a break from the strict diet.

In addition to taking part inthe food challenge, employeesalso share new ideas for exer-cises and health food recipes.

The first chapter of thewellness program was initiatedin mid-February and will con-tinue until the end of March.Depending on its effects andbenefits, the team will con-tinue following it in the com-ing months.

GOING THE HEALTHY WAYMoncton team finds innovative ways to stay fit while they work

From left to right: Marie Eve Lanteigne, Megan Leblanc, JessieMacKinnon, Erin Cormier and Store Manager Rhonda MacLeod

Marie-Philippe Cloutier, NathalieGiroux and Fanny Tremblay inQuebec City (Missing in action:Gabrielle Jean)

GREAT MOMENTSIN RETAILThe top-performing storesin February

The weather in Quebec mayhave been cold but busi-

ness was hot in La BelleProvince in February. Themonthly sales figures are nowin for both categories - com-pany stores and outlet loca-tions - and Quebec took firstplace in both cases, therebyearning Store of the Monthbragging rights.

Posting 175 percent oversales budget, the Roots Cha-teau Frontenac location inQuebec City captured tophonours for company storeswhile the ‘Roots 73’ store inSherbrooke won in the outletcategory, finishing the month152 percent over budget.

Congratulations to StoreManagers Nathalie Girouxof the Chateau Frontenacstore and Amelie Lamarcheof the Sherbrooke outlet,along with their respectiveteams for their strong per-formance.

Here is a list of current jobopenings at Roots stores alongwith the appropriate contactperson. For more information,please refer to the separateemail notices sent out recentlyabout each position:• Part-Time Keyholder, Wind-sor Crossing Outlet, Windsor,ON (Silver level store). E-mailyour resume to the attention ofRosemary Eisenhut atreisenhut@ roots.com. Dead-line: Friday, March 16.

OPPORTUNITYKNOCKSOur fortnightly spotlight on newpositions at Roots

9Issue 68 - March 9, 2007 The Source

For the second straightyear, the Roots store atthe Mapleview Shopping

Center in Burlington, Ontariohas been honoured by themall’s Retailer Recognition

Burlington store receives top marks in Retail Recognition Program

Program. Three times a year,mall administration secretlysends “mystery shoppers” in-cognito to evaluate variousstores.

These undercover consum-

ers rate the retailers based oncustomer service, store appear-ance and the overall shoppingexperience. Shopping centresand individual retailers oftenuse “mystery shopping” tomeasure consumer perceptionsof the quality of in-store serv-ice and presentation.

Roots received a score of90% from its mystery shopper,the same evaluation it receivedlast year. The Roots result is11% higher than the averagestore tested in the area, reflect-ing the company’s long-timecommitment to retail excel-lence.

In recognition of the store’sperformance, the mall pre-sented the staff with a bouquetof flowers, a congratulatoryletter and a special windowdecal. In addition, theMapleview Shopping Centerwill feature Roots on itswebsite highlighting itsachievement.

• Thurs., Mar. 8 - Various com-munity newspapers in Torontoand Halifax are running ads forthe Winter Blowout Sale at twooutlet stores: Orfus Road store(Toronto) and Bayers Lake(Halifax).• Sat., Mar.10 - National Post(Toronto section): Full-page adfeaturing current Roots products.• Thurs., Mar. 15 - Now maga-zine (Toronto): Full-page ad fea-turing current Roots products.• Sat., Mar. 17 - National Post(Toronto section): Full-page adfeaturing current Roots products.• Sat., Feb. 17 - Globe andMail (Style section): 1/2 pagead featuring Roots ChineseNew Year Prosperity Pouch.• Sat., Feb. 24 - National Post(Toronto section): Full-page adfeaturing current Roots products.

Guide to new ads appearingthis week and next

SPREADING THE WORD

No age barriers or generationgap at Roots… Showing

how the same great style canlook good on both adults andchildren, this image is part ofthe ‘Roots 73’ Outlet Depart-ment’s latest campaign is kick-ing off next week at all Roots73 stores.

It highlights the current‘Roots 73’ polo T-shirt cam-paign. Coordinated by Execu-tive Director of OutletsShyrose Kassam, the photo-graph was shot by Art DirectorIlich Mejia and styled by Sen-ior Visual Merchant PeterPaquette. It will be used in theform of small in-store posters,window displays and othermarketing displays.

LIKE FATHER,LIKE SONNew poster has prominentplace in outlet stores

BATTTLE OF THE BRANDS #1Facts and features favour Roots when measured against Coach

There’s little secret behind the phenomenal success of Roots leather bags. Dollar for dollar,Roots bags deliver far more in style and quality than other international brands. We’ve brought

together a bag from Coach and its counterpart at Roots and listed the specifications of each. Wedon’t pretend to be objective but based on the facts we think Roots wins the contest, hands down.

Roots Small Cargo Bag Coach Carly Bag• Origin: Made inCanada (at Rootsfactory) of Pre-mium Italian light-weight Long Beachleather (with au-thentic vintageTribe leather trim)• Price: $168• Design features: - One fully-linedinterior zipperedpocket - One interiorcellphone/multi-function pocket - Two outside multi-function pockets with turnlocks for easy access - Zip top closure with leather tassle - Convertible strap (convertible handle drop 9"-15")• Dimensions: 10" (w) x 5.5" (h) x 4" (d)• Colours: Black, Saddle Tan, Tabasco, Testa De Moro

• Origin: TheLegacy leathershoulder top-handle pouchis made inChina of Ital-ian leather• Price: $238• Design fea-tures: - 1 fully-linedinterior pocket - Zip top clo-surewith contrast leather tab - Non-adjustable strap - Leather Coach hangtag - Contrast leather detailing - Bright coloured interior lining - Brass hardware• Dimensions: 9" (w) x 6" (h) x 4" (d)• Colours: Pool, Camel, Parchment and Black

PASSING THE TRUE TEST

From left to right: Keri Brunskill, Shannon Laity and Sarah Bird; Missin is KristinaStanhope, Jamie Nelson, Kate Foster, Samantha Chivers, and Ruth Markvc.

Issue 68 - March 9, 2007 10 The Source

GREEN TIP #33Easy ways to help theenvironment

HEALTH TIP #30Easy ways to help youstay healthy

As part of our continuing series of team pictures of all the stores in the Roots retail family, this issueof The Source is shining the spotlight on the store in Bayshore, Nepean, Ontario. Left to right:

(front row) Lilian Diaz, Laurie Howat; (middle row) Julie Bray, Cerian Morris, Emma Vronick, EvanO’Leary; (back row) Chrissie DeCurtis.

STARTING LINEUPIntroducing the people who make it happen at Roots stores

SPEAK TO MY AGENTThe littlest customers show their Roots

Bad for yourbreath, goodfor yourhealth: Gar-lic, the deli-cious ingredi-ent that spicesup Italianfood, does a

lot more that whet your appetite.Studies indicate that allicin, theactive ingredient in garlic, canprevent atherosclerosis and coro-nary blockage, lower cholesterol,reduce blood clot formation,stimulate the pituitary, regulateblood sugar, and prevent cancer.As an antibacterial, it is oftenused to treat minor infections. Tobalance out its pungency, eatsome breath-freshening parsley. Source: Secrets of Longevity,Dr. Maoshing Ni

Alternativeenergy: Ifyou’re re-ally seriousabout mak-ing envi-ronmentallyfriendlychanges to

your home, look into alternativeenergy solutions. While tradi-tional utilities are not able to sellyou 100% clean, green electric-ity - at least not yet - you can letthem know that is what youwould like. Encourage your localprovider to source hydro frommore environmentally benignsources such as wind and solarpower.

One way you can show yoursupport for alternative energy isby purchasing renewable energycertificates (also called GreenPower certificates or Green Tags,depending on where you live).By purchasing these certificates,you are creating the same ben-efits as powering your facilitydirectly with clean, green energy.

While the electrons gener-ated by a certain wind turbinemay not reach your home spe-cifically, your purchase supportsthe premium that utility compa-nies pay to acquire some greenpower on the grid. Source: Green Tips - How toSave Money and the Planet, pub-lished by Green Living Enter-prises

You’re never too young to lookgood in Roots. Many people ob-viously agree, based on the mail

we receive at the Head Office. Bothcustomers and staff often send inphotos of their children, cousins,nieces, nephews, grandchildren,friends or neighbours wearing Roots,asking if they could appear in a futuread campaign for Roots.

We can’t promise that but recentlyThe Source began publishing a selec-tion of such pictures on a regular basis.Everyone is welcome to submit theirfavourite shots.

Pleasesend yourphotos tophotogallery@roots.comBe sure toinclude thename andage of eachchild in thephoto, and asentencestating thatyou agree forthe photos tobe used inThe Source. Sheen Mehta, 9 years, Toronto

Jalyen Melendez-Cheddie, 7 months, Toronto

Nathan Sousa, 10 months, Burlington, ON

11Issue 68 - March 9, 2007 The Source

A guide to just-launched Roots productsNEWNEWNEWNEWNEW & & & & & NOTEWORTHYNOTEWORTHYNOTEWORTHYNOTEWORTHYNOTEWORTHY

THE HOT LISTA fast look at what’s flying offthe shelves at Roots stores

Based on the latest sales figuresfrom all Roots stores in Canadaand the United States, here are the20 top-selling products:1 Men’s Cooper zip polo2 Men’s Vintage track jacket3 Men’s Cooper zip hoody4 Men’s Cooper zip polo5 Men’s Freestyle full-zip hoody6 Women’s “The Future LooksBright” T-shirt7 Women’s Basic Kanga hoody8 Women’s Basic full-zip hoody9 Women’s Basic Varsitysweatpants10 Women’s Mantra pants11 Women’s Varsity sweatpants - Roots12 Women’s Roots originalsweatpants13 Baby’s relaxed sleevelessjumpsuit14 Havaiana flip-flops15 Roots bottled water (355 ml)16 GWP-Cotton Bag17 Roots Eco-bag18 Crocs beach clogs19 Village bag (Prince leather)20 Venetian village bag (Princeleather)

The ElginJacketInspired from vin-tage athletic styles,the Elgin Jacket formen comes withdistinct sporty de-tails and an athleticfit - classic featuresthat make this itema must-buy forevery demographic.

The jacket isavailable in twocolour combina-tions: India ink(dark navy) withvintage white, andfoliage green withvintage white.

The 92% poly-ester and 8% cottonpique knit fabricused to make thejacket enhances itsold-style sports ap-peal. Details in-clude athletic-striped taping at theneck and seams. Itcomes in sizesXS-XXL

Cameron PlaidShortsWith the onset ofspring approaching,it’s not going to belong before everyonewill put away theirwinter clothing andstart looking for theperfect clothes forwarmer months. Andthe Cameron Plaidshorts with its twocolourways - silverbirch and camo green -are just perfect for theupcoming season.They also make a greatcoordinate with theRoots Heritage T-shirtsor the Elgin jacket.

Made from 100%cotton canvas, theselightweight bottomscome with an extra softhand feel. Details in-clude a secure buttonpocket and additionalside pockets for stor-age. Designed for theoutdoors, the shortscome in sizes 28 - 38

Roots Menswear Designer Dylan Anderson is wearing theElgin Jacket, (Retail price: $78), with Cameron plaid shorts(Retail price: $59) Both these items are now available inselect Roots stores in Canada and the United States.

Spring styles are reminiscent of retro sportMENSWEAR IN VOGUE

PRINTS DOMINATE SPRING, DONTCHAKNOWLatest line of women’s tees in stores now

It’s time to put away the dark colours ofwinter and get set to shop again. With

spring supposedly just around the corner,Roots stores are stocking up for the seasonwith fresh all-over prints and bright col-ours.

In line with the biggest trend of the sea-son, the latest line of women’s apparel tohit stores includes tees and hoodies in fun,energetic,two-col-ouredprints. TheT-shirts andhoodiesfeature de-signs in-

spired by nature.In addition, there is a Gauze T-Shirt

style that reflects the trend of simplegraphic shapes used as prints. In a specialtreatment, this tee is made from fabric

printed on the inside to give a distinct‘stamped’ look.

Designed by Women’s Wear DesignerJules Power with prints designed byGraphic Artist Stephanie Briers, the all-over printed styles will reach stores inCanada and the US next week and come insizes XS to XL.· Retail price: All-over printed T-shirt: $34; GauzeT-shirt: $34; All- over printed hoody: $78

Issue 68 - March 9, 2007 12 The Source