(Photo: submitted. Courtesy of CBC)
When Sawyer Hannay stepped onto the Dragons’ Den stage for filming last August, the feeling took him back to his days as a competitive hockey player. Making a successful business pitch on the hit show could mean a huge boost for his clothing brand, Country Liberty. Luckily for Hannay, his hockey experience taught him how to handle high-pressure moments.
“It reminded me of my hockey days…it was a big-time moment where I needed to step up and perform like in so many of those hockey moments,” says Hannay, who is only 28 years old.
“So, I felt the same way I would preparing for a hockey game. I was nervous, but I was excited. I knew I was prepared, which is always important… and I was confident as well.”
Dragons’ Den is a CBC show where startup entrepreneurs pitch their businesses to a handful of Canada’s most successful investors. If the pitch goes well, the small business owners may get a juicy offer from one or more of the “Dragons.”
Hannay auditioned for the show three years ago but didn’t get selected to present in front of the Dragons. The fact that he came back and succeeded three years later is a testament to his hard work and determination.
That determination paid off in spades. Hannay was cool and calm while explaining how his littles business already has reached $2.5-million in sales. Some of the Dragons were skeptical about his business ideas, others were impressed with how he managed to build a brand and retain his customer base. After much haggling, Hannay handed over 20 percent of his business to Jim Treliving and Lane Merrifield for an investment of $150,000.
“There were a few cases where I was given credit, there were a few times I was criticized,” said Hannay. And there were a few times I was challenged with difficult questions. It was all to be expected given the nature of the show.”
“My whole goal was to put myself on their radar, and I feel I accomplished that.”
Treliving is the chairman and owner of Boston Pizza International Inc., with more than 400 restaurants, operations in three countries and more than $1-billion in annual system-wide sales.
Merrifield launched Club Penguin, the world’s largest children’s social network, which he sold to Disney for $350-million.
Back in 2017, Hannay began dedicating all his efforts to Country liberty. The rural lifestyle clothing brand is based out of Richibucto, New Brunswick, and employs two people, on top of some part time workers. Hannay, himself, grew up in the small town of Rexton.
Hannay didn’t realize what a fortunate childhood he had in Rexton until he moved to the city of Halifax. The contrast between a city upbringing and a rural one became clearer to the hockey player.
“It wasn’t until I moved to Dartmouth that I realized kids had a different upbringing. I grew up walking distance from the river and surrounded by all my cousins and my family. We had tons of land to explore and forests and beaches. I felt spoiled when I realized not everybody had those resources growing up.”
Hannay would be familiar with hockey fans in both Halifax and Fredericton. Between 2009 and 2012, the bruising defensemen played for the Halifax Mooseheads. Between 2013 and 2016, Hannay studied economics and business at St. Thomas University while playing for the university’s hockey team.
When Hannay decided he was going to launch a clothing brand, he poured his rural pride into the brand. A quick look at Country Liberty’s website lets the customer know that they will be buying amazing clothing for the outdoors.
The stylish blue and red plaid shirts look comfortable and warm during cold weather. The camouflage-styled Country Liberty hats would be perfect for trekking through the woods or taking a trip to the cabin.
“It’s not about the cotton and the polyester. Yes, we have fantastic quality… but it’s more about what is on that piece of clothing and what that represents,” explains Hannay. “We pride ourselves on representing rural Canadians and small-town life and adventuring in the outdoors. And we feel our clothing conveys that message.”
On top of Country Liberty’s online shop, the clothing and products can be found in the Studio retail outlets, as well as other independent retailers throughout New Brunswick.
Hannay has embraced the idea that his company is about lifestyle. Customers who want to experience the rural lifestyle can book a stay at Liberty Village, where they can relax in a cabin along the Richibucto River.
“The Liberty Village is a place to relax, kick your feet up, take it all in, connect with others, disconnect from our busy lives, explore, adventure, simply experience and build memories with those you love,” states Country Liberty’s website.
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Derek Montague is a reporter with Huddle, an Acadia Broadcasting content partner.
