Why Canadian-made isn't a niche – it's a strategic advantage

Globe and Mail

3 days ago

When global trade tensions rise, some Canadian companies don't flinch, they flourish. Take East Coast Glow, a Newfoundland-based skincare brand that turns iceberg water and hand-foraged botanicals into a thriving, tariff-proof business.
The company, with production in Clarenville and a store in Bonavista, advocates for sustainable, plant-based products. Their business model has become more sustainable too, as their locally sourced soaps, serums and salves are virtually tariff-proof.
Tariff threats may loom, but for a cadre of Canadian businesses making goods locally in small batches, it's business as usual. If anything, the 'made in Canada' label has evolved from a feel-good sentiment to a strategic imperative. It avoids the disruptions and cost increases from global supply chains and appeals to rising consumer interest in ethical, local production.
'Sixty-six per cent of Canadians are continuing to move toward products that are made in-country,' says Vanessa Toperczer, a senior vice-president at market research company IMI International.
Many entrepreneurs are looking to build resilient businesses rooted in local craftsmanship and economic sovereignty. East Coast Glow reports an increase in sales of 29 per cent in 2025 already.
Besides the shop, the company's products are available online. They're carried by other partners too, like restaurants.
'Typically, you don't want to see people come out of the bathroom, go to the table and say, 'smell my hands.' It's just such a funny thing if you watch it unfold,' says Mr. Dewling.
His company's journey traces back to 2010, when he and his wife were searching for a natural solution to treat their young daughter's persistent eczema. They ended up creating homemade salves. In 2016, they opened a shop in a renovated historic house, with support from Bonavista Creates, an initiative that supports local businesses and tourism. Since then, they've seen growth year over year.
East Coast Glow's approach to growth is as sustainable as the company's products – focus on quality, and don't overextend. 'That's the key, increasing our options but making sure we can handle it. We want to make sure everybody is having a positive experience with the product and that they can grow with us,' says Mr. Dewling.
In Toronto, Sarra Tang, founder of clothing brand Hoi Bo, isn't fussed about the tariff situation, noting that she's already weathered a recession and a pandemic. She sees a silver lining for genuinely Canadian companies like hers.
'The current trade environment has reignited Canadian interest in locally-made goods. We're moving beyond the idea that Canadian-made is niche or novelty,' says Ms. Tang.
Hoi Bo opened a shop in 2010 in Toronto's Distillery District and in 2024 added a second location in the trendy Dundas Street West neighbourhood of the city.
Ms. Tang has a vision for an ecosystem where the well-being of her employees is as meaningful as financial stability. She pays above-market wages and looks for people who also believe in the company's mission.
'From the beginning, I was committed to building a vertically integrated business. It gave me the ability to design the entire system, from product to process to experience. For us, sustainability isn't a buzzword.'
Hoi Bo produces 8,000 to 10,000 units annually, all in-house. Since opening a second location, net sales have grown by 37 per cent. 'That kind of growth reinforces what we've always believed: craft and scale aren't mutually exclusive,' says Ms. Tang.
She envisions the next phase as a collaborative space for artisans to develop ideas and sell their work.
Trade wars can be seen as challenging, but they're also 'giving independent producers a real opportunity to help write the next chapter of Canadian design,' she says.
'When you lead with design, stay close to your customer and keep production in your own hands, Canadian-made becomes a real competitive strategy – not just a value statement."