Sean McCormick grew up in northern Manitoba where, as a high school student, he started a part-time business selling fur and leather hides to Canadian aboriginal artisans.
A Manitoba Metis, McCormick learned first hand from elders and others of his community about how to tan and preserve hides. He also delved into making moccasins and mukluks, world-renowned for being “the warmest boots in the world.”
Little did Sean McCormick know that one day he would own and operate one of Canada’s fastest-growing businesses. Furthermore, his footwear creations would adorn the feet of Hollywood movie stars and earn the attention and praise of Oprah Winfrey.
A Small Business Gains World Attention
McCormick started his business in Winnipeg as a small shop with four employees. The handcrafted mukluks and moccasins by hand. That was 1997. Fast forward to today and Manitoba Mukluks employs more than 50 people and its products can be found on the shelves of more than 800 retailers. Manitoba Mukluks has been called a “superlative example of an indigenous-owned business.” It currently sells its products in 22 nations.
McCormick was 22 when he participated in an indigenous youth entrepreneurship program offered by the BDC (Business Development Bank). He paid close attention to what the program taught about starting a successful business. An important first step was to write a formal business plan. McCormick accomplished that and his document helped him secure financing to launch his company.
The Darling of Hollywood Stars and Oprah
His mukluks and moccasins quickly became a hit in local gift shops around Winnipeg. McCormick’s small crew could barely keep up with demand. After 10 years of steady growth, McCormick met his future business partner, Josh Pine. Together they created the Manitoba Mukluk brand. That was 2007. In 2009, a certain TV personality by the name of Oprah ordered a pair and showed them off to her millions of viewers. That opened the floodgates to a world market.
McCormick now found himself competing on a world stage with the likes of Uggs, the Australian brand made with sheepskin. Established brands like Uggs and others have the advantage of multi-million advertising budgets to fuel campaigns that can penetrate deeply into global markets. McCormick said that, despite his brand’s success, he has never had that kind of cash for advertising. His strategy has been to rely on developing close relationships with retailers. That includes educating them and consumers about the unique story of Manitoba Mukluks and what makes them special.
Owned by Native Canadians
One of those special qualities is that Mantiboa Mukluks is an indigenous-owned company. McCormick still sources all of his hides, furs and other raw materials from aboriginal groups located mostly in the far reaches of northern Manitoba.
Manitoba Mukluks has recently attracted some major investment muscle, however. CAPE Fund Captial is a $50 million private equity fund created by former Canadian Prime Minister Paul Martin. This group has recently injected some growth capital into McCormick’s operation which is likely to propel it to the next level.
