and spending the consumer wants reliability and the consumer will pay for it that's the lesson of the icr, the big consumer conference i spent all day learning from. a day where the dow gained 150 points, s&p climbed 0.13% and prices were higher earlier today. so many retailers are suddenly doing so well from kohl's to children's place to restaurants like darden. remember, they are owned by olive garden and then end up with a winner, of course, it is never that easy i think it's worth focusing on the consumer side. at least for now even as many of the big gains in the market are coming from what we call the capital good, companies that benefit from the global, not domestic but global economic expansion look, i've been recommending boeing for 240 points. i'm not whacking away. in fact i think this $318 stock could easily go to 400 bucks caterpillar will be huge, accounting changes in the new tax code and that's not baked into the stock as much as they try to do so united technology, honeywell, emareson, marker hannafin doing well look, when you sell elevators, jet engines and heating ventilation and air-conditioning or hvac as united technologies does you're going to be a winner in this environment as all three businesses are firing on all cylinders. however, down here at the icr conference in orlando, they're focused on a totally different story. let me boil it down. after my myriad interviews, i've come up with six props to explain why these consumer stocks are doing far better than we expected at this point in the year first for years, so much of retail has been weighed down by a cutthroat race to the bottom this time, though, i don't know. for instance, we didn't hear the promotion anymore being code for we needed to heavily discount items to get rid of them and it killed our gross margins if anything this was the first full price christmas since before the great recession as much as i'd like to praise the companies for getting it right and they deserve it, it's almost like they'd have to go out of their way to get it wrong with this new-found more positive consumer mind-set which brings me to my second point i don't like to be all touchy-feely but no matter how you feel about president trump the truth is he's been good for business you can't attribute the whole economy surge to the white house especially not when we have a global economic expansion more about around the rest of the world than just the u.s. and i am sure that democrats would argue that trump got dealt a great hand economically. still, corporations don't fear expanding as much as they used to because they know we now have a much more benign regulatory environment and i bet that's what the banks will say when they start reporting on friday they did well today by the way i'm not really a believer in trickle down economics but some of that trickles down to the consumer we know that third, of all the companies i have talked to and i mean all of them, they still have a ton of money left over even after they've expanded, bought back stocks, given big dividends because almost every one of these was a high federal taxpayer and buyback was based on the ole tax code so difficult depends and buybacks will get much bigger as will their expansion and what they're trying to do when it comes to labor. well, speaking of labor, employment matters it looks like the confidence that comes from plentiful jobs inspiring a lot more spending than you'd expect given what we have to believe is meager wage inflation and, no, i'm not that concerned about wage inflation look, those 100 companies offering bonuses don't hurt. especially because i expect many more to do so. fifth, boy, this is a shocker when i come down to orlando. e-commerce you know what, we finally got to the point where other companies have caught up with amazon when it comes to digitizing the businesses we know that so many of these guys were caught unawares by the positive consumer service aspect of amazon they just thought it was like a machine not to mention it's incredible knowledge of what a consumer wants via artificial intelligence was they didn't know what a.i. was down here a couple of years ago. they're using stores to make it easier tore people to return and pick up merchandise and, look, as much as it sounds completely ridiculous and i hate it, brick and mortar has positives, these companies are now using sophisticated programs like those from salesforce.com to anticipate what their customers want they're competing on a more level playing field meaning amazon is no longer the retail death star the restaurants have figured out how to get people to come back and have real loyalty now and that along with good training and take-out and delivery, e-commerce has let them get a larger piece of that huge and growing millennial pie sixth, there's a sense among all these companies that consumers will recognize value when they see it when canada goose sells coats that go for $800, the consumer says this is a great investment. because the quality is so high that it represents value but when denny's offers a menu that gives you $2, $4, of and $8 offering it's a good deal. the value resonates and the customers become loyal when children's place gives you the highest quality children's clothes at a reasonable price as you will soon hear it doesn't matter if they're mall based the customer will be there with an open wallet now, when the markets are like this one and you get more than the industrials and consumer stocks flying, we got to talk about other things working after a prolonged period in the wilderness the drug and biotech names are having a one-day renaissance, it lasts longer and courtesy of the jpmorgan health care conference. the railroads are worrying again, rarely i've ever seen one group, what is it with the rails, that keep being revalued up so quickly based on nothing and that's happened. that's happening with the rails. at least not that i can see. you want related stocks, crude, surge, going to 63 the banks love the higher interest rates we're getting and many investors may be fretting about it but not almost 20% of the stock market here's the bottom line at least from the icr conference that i see it, don't get in front of the consumer freight train. it's coming full speed ahead and it's better to get on the locomotive than get run over by one. let's take some calls. let's start with lydia in illinois lydia. >> caller: hey, cramer thanks for taking my call. i have a quick question. danny meyer who originally from st. louis was in town to open a shake shake restaurant and there was lots of excitement surrounding it line forming around the building and the whole thing. i bought some shake shake stock. i looked at the graph. i listened to the favorable reports and so i bought the stock, it was just taking off incredibly, cramer, then all of a sudden it crashed. >> right >> caller: so what i want to know, what do you think i should do should i trade it or hold it, cramer >> i want you to hold on i think a lot of the hot money is out of shake shake. what happened was the stock moved up so much that the average unit was worth way too much versus what i would say most restaurants are doing, but it's come down a lot now why don't you hold it long term don't know cuss on it for now. the food is good the business is okay it's just not as good, believe it or not, as mcdonald's let's go to harry in pennsylvania harry. >> caller: yeah, this is harry from newport, pennsylvania my question is concerning old dominion freight line. i watched the show i watched the show for about ten years and it seems like you get a lot of reports on fedex and u.p.s. and a lot of the biggest cap companies, and, you know, you see a company like old dominion that has a one-year return of 63% and they're buying back the shares. they introduced a dividend and i was wondering it you had any comments or, you know, what your take was on old dominion freight line >> i've been saying that the transports are in the sweet spot in part because of e-commerce. old dominion brought along wit i think you can hold the stock we leave no stone unturned in this market. coming at you from icr in orlando, i can tell you the consumer is alive and well don't get in front of her freight train. special "mad money" tonight, no time for games at the children's place. the stock just won't quit. is it time to find a place for it in your portfolio i'll sit down with the ceo who is so fabulous to find out then what's driving stocks and whether you should believe it own kohl's announced fabulous holiday sales. hey, by the way, more than a decade the best. have they shaken off the retail funk i have the exclusive so stick with cramer. don't miss a second of "mad money. follow @jimcramer on twitter have a question, tweet cramer, #madtweets or send him an e-mail at madmoney@cnbc.com or give us a call at 1-800-743-cnbc miss something, head to madmoney.cnbc.com. at fidelity, trades are now just $4.95. we cut the price of trades to give investors even more value. and at $4.95, you can trade with a clear advantage. fidelity, where smarter investors will always be. thank you so much. thank you! so we're a go? yes! we got a yes! what does that mean for purchasing? purchase. let's do this. got it. book the flights! hai! si! si! ya! ya! ya! what does that mean for us? we can get stuff. what's it mean for shipping? ship the goods. you're a go! you got the green light. that means go! oh, yeah. start saying yes to your company's best ideas. we're gonna hit our launch date! (scream) thank you! goodbye! let us help with money and know-how, so you can get business done. american express open. winners, what can i say? they tend to keep on winning look at children's place i've loved it for ages, monster 44% gain last year and tripled since its lows in 2015 and delivered one more set of terrific numbers and while it sold off on the news a little bit who could blame anyone for taking a profit after such an incredible move. it's one of the great retail stories of the era and that's why we were so excited to get a chance to speak with jane alfers, the president of children's place earlier today at the icr conference. take a look. sglan, you and your team, best in e-commerce. best in the mall total understanding of the consumer you've got a pillar strategy to works. tell us how you were able to triumph. >> well, we put a strategy in place several years ago and it relies on four pillars like you said the first is product, it's always going to be about product because that's what we're in the business to sell and have a very, very strong product team we have a great designer we have a great sourcing organization and we have great merchandise. second pillar is business transformation through technology really two big pieces of that. the first is inventory management systems and we've been working on those for years. hugely important, has really helped us get our inventories in line and really helped us with our margin and aur the next phase of that is digital transformation and i could go on and on about it because i think that's the flex frontier for the children's place and will give us the growth for the next three to five years huge opportunity, haven't even scratched the surface on that third one is alternate channels of distribution. back in 2012 we went after wholesale business, we knocked on amazon's door and partnered with them. we do brick and mortar wholesale. has been great the other part is international. we had no international business obviously we have canada but i'm talking about franchise business and now have seven partners, 19 countries and 168 points of distribution every market we've been in we've been successful. you know, i don't know if you know we're the number one specialty children's apparel maker in america i can't see why we can't be number one in the world. >> i know your execution is fabulous two things people always told me wouldn't work. one, anybody in the mall has to die and, two, no one can compete with amazon or e-commerce. you've proven them wrong what are you doing right. >> i think from at mall point of view look at our traffic our traffic has been so kwep kwepgsally improving for the last seven quarters. fourth quarter was good for some people in traffic got better but ours has been getting better for seven quarters the things we've done around products and marketing has helped us get footsteps into the building also with moms, they really need to bring their kids when they get a little bit older in to try things on. on the younger sizes like the 2ts and 3ts you go with the size range but when they get older not only do their bodies change but they want a say in the product as well so i think the combination of having a thousand brick and mortar stores is really part of the key to the success of the children's place. they bring the kids in and the kids get to pick what they want and that kind of feeds on itself and go back and boon on e e-commerce we'll end at close to 23 >> much more than every other brick and mortar i talk to something going on in the country. the millennials go and what they do makes you money i talk about experiential and like to hike h they become moms what do they do? >> well, we have the dream customer we have a 28-year-old millennial mom customer who is pushing us from a digital point of view even faster than we can push ourselves. you look at some of the other traditional retailers or traditional department stores they have a much older core customer we have the sweet spot and when you think about the genz customer she's shopping with their mom and in ten years from now you could imagine how savvy they'll be digitally so for us it's just the perfect combination and now when you start to see what's going on with the economy, since i've been at children's place i started in 2010, the birth rates have been dropping since the recession, the last 2008 was the highest year for births. i think there were 4.2 million in the united states it's been going down every year about 3.9 or 3.8 million they've been saying for years that it's going to stabilize, 16 was really the first year it stabilized and may see a little bit of growth in '17 to your point i hi what the millennials they're forming households later i think they've got a little bit more confidence. i think we'll start to see birth rates potentially go up in '18 which could be another tailwind for us. >> how about if the gross domestic product, beam doipeoplg better, fewer hand-me-down. >> we are known for quality and value so people do like to hand it down but we're also known for fashion. so big fashion little prices is one of our tag lines so i think mom can come in and keep those outfits pretty fresh. >> how do you get people to go to work these days and work at children's place immigrants want to work but there's rules suddenly from washington making it a little tough. people are trying to always if they can make a lot of money but children's place can't afford to pay people fortunes. how are you keeping your staff >> you know, we have a lot of moms and moms like to work there and we love to have moms work there because they're the greatest people to give advice to our customers so we see that a lot and they love the discount >> they love the discount. >> i hadn't thought about that if you work there how much can you save on clothes. >> a lot >> fair enough international has never been easy for domestic player to execute. what makes you so confident you can be the world's biggest. >> i think because we are the number one children's specialty apparel retailer in north america, there's so much white space around the globe for children's apparel there is to key player out there and what we did when we went after it we said we'll go after the places where the kids are so we went to the middle east first then followed by israel and then followed by india so when you think about the places we are and we're just scratching the surface in china with tmall. we don't have a brick and mortar presence there yet so we've gone to the players where the kids are and been a home run in every single one of those places to go from zero in 2012 to 168 points of distribution in 2017, there's a lot of opportunity there. >> one last question i would be remiss if i didn't talk about how fabulous you've been for shareholders. you like to reward them. >> yes, we do we love our shareholders and like rewarding them. >> i got to tell you, you've been a huge winner you are my hero. the leader -- you are the leader of men and women when it comes to shopping, right >> i don't know about that. >> well i do. >> we have a great team. >> okay, jane elvers, president and ceo of children's place. i don't care if it's up 100 points since we've liked it. i think there's a lot more to go jane, thank you very much. >> thank you you always pay your insurance on time. tap one little bumper, and up go your rates. what good is having insurance if you get punished for using it? news flash: nobody's perfect. for drivers with accident forgiveness, liberty mutual won't raise your rates due to your first accident. switch and you could save $782 on home and auto insurance. call for a free quote today. liberty stands with you™ liberty mutual insurance. when it comes to the stock market these days, you can't afford to be too cynical so much of what drives this market can seem artificial but wall street doesn't make any distinction between natural drivers and artificial ones. they're all the same consider the cruise lines, last night i got a call about norwegian and as it's lagged i said don't worry i studied them in december in preparation of interviewing the ceo of royal caribbean and saw bookings were strong across the board for all these companies. what was strange to me, though, was the strength of the lodging stocks versus the cruise name, sure enough, today credit suisse upgrades carnival from hold to buy with a price target of 78. why? among other reasons because the cruise group is behind the lodging stocks meaning the relative underperformance of carnival give yous an chance of buying it. target, a stock bid up endless london on takeover talk. in the last few day, though, we've heard retail after retailer say things are much better than expected and the shock somehow is palpable in a bad market target's stock would go down on what i regard as highly anticipated news that business is good especially since it rallied so much on takeover talk. a good rally like this, a fabulous one like this one the stock goes up almost 3%. on what i regard as being a completely predictable beat and price target boosts like the one that got amazon stock rolling. why was there a price target to boost? it had overrun the previous target yet piper jaffray recommending amazon with $1,200 target bumps its price target to 1400 because business is stronger than they thought. what happens, the stock goes ahead five points. a good reason to buy a stock, a price target increase? no worse because of an obvious earnings boost from a tax cut or an obviously stronger consumer on an obvious relative underperformance compared to similar sectors. you got to understand in a beast market we don't look through these kinds of swayings to find fault in the reason. we simply recognize, yeah, that's enough to send a stock higher i want in and read a lot of cynical stories about how none of this should matter. yes, that would be true in a different kind of market, a more discerning and, yes, cynical market like we had before president trump got elected. we don't have that kind of market now you got to wake up to that we've got the raging bull. yes, it's in beast mode. where investors jump on the thinnest of excuses to buy stocks you don't have to go along wit i'm not telling you should do that but at least you need to recognize that it's working. otherwise, really, what's the point of owning stock? let's take calls i'd like to start with ann in indiana. ann. >> caller: jim, welcome back thanks a lot for taking my call. >> of course >> caller: i'm calling about xpo logistics and how it became a trade. can you talk about that because i have a couple of other stocks and trying to figure out when to ring the register. >> well, first of all it can go higher but when i say -- when we started buying it for the club and talk about this tomorrow on the call we said, listen, this can be a rocket ship well, it was it is a rocket ship but you know what, i can't be greedy even in this market. what a huge gain so we decided to take it off the table don doesn't mean it's bad but bulls make moneys, bears make money but pigs get slaughtered robert >> caller: boo-yah how are you? >> doing great" your opinion on winnebago. based on what i'm seeing i believe it could go a lot higher and i like some of their products a lot better. so i'm curious to know what you think about them. >> i think it can go higher but candidly, sir, it was not as good as the business at thor and i've got to tell you i like to not just be in like, oh, switch off this horse or that horse i like thor even when it came down i stuck with it and sticking with it now craig in new york, craig >> caller: cypress semi conductor. buy, sell, hold. is it a takeover candidate >> i would never buy it for takeover i think it's still an inexpensive stock. a lot of things going. cy one of my favorites and reiterate it is still a favorite and not expensive. okay, this is a new and different kind of market, people it's one where artifice works. a market that's not done going higher yet much more "mad money" ahead including my exclusive with kohl's you've shopped there the company's shares are pushing toward three-year highs but does the rally have the juice to continue winter is here although you can't tell from orlando and that means canada goose is hot, hot, hot, sitting down with the ceo of the company that rarely talks to the media and rapid-fire in tonight's edition of the orlando lightning round so stick with cramer dynamic performance, so you can own the road. aggressive styling, so you can break away from everyone else. the bold lexus is. experience amazing. after spending a long time in the wilderness, retail has been coming back with a vengeance lately exhibit a, just look at kohl's the department store chain with a stock up more than 60% from its lows in the middle of last year you know what, it just keeps getting better and better. yesterday they released very strong same-store sales number up 6.9% in november and december meaning they had a fabulous holiday season so that's why we were thrilled when we got a chance to sit down with kevin mansell. take a look. chairman and ceo you've done it you preannounced the numbers were huge. what's behind the incredible, incredible figures i'm seeing from kohl's? >> i mean there's eye lot of things behind it obviously but you probably know that over the last couple of years we've been going down this path where we call it internally the greatness agenda a framework for growth it's got a bunch of different aspect focused on the experience, focused on brand, some of the national brands have become much more important in our business, personalization which i know you probably understand is a pathway for success and then savings, reinventing your savings story so all these things i think are finally coming together and they really came together at the holiday. >> one thing people talk about when they talk about kohl's is reliabili reliability. we know we'll get the lowest price for brand name or for private label. is that your strategy or is that always been the strategy >> that's really always been kohl's strategy. i mean going back many years we used to call our pillars brands, value and convenience. so easy 0 shop store, brands people know and great prices that really is never changed we have reinvented them but they're fundamentally still the same. >> now, a first increase above 5% same store since 2001, also must be the consumer playing a role. >> two big mac crow tailwind, obviously one we lapped the presidential elections so that was a big plus weather was more favorable but the biggest probably one is just a better consumer, a more active consumer, more engaged consumer and then, you know, to give us credit i think we do have some company specific things that have also helped as well >> well, let's talk about some of those i think that -- i always knew craft and barrow is what i wear on the weekends but tek, mudd, vera, vera, things you're doing bringing in a new consumer. >> proprietary brands awe lulded to one of the biggest which is vera wang. >> fabulous. >> younger brands like lauren conrad has done amazingly well and initiative around speed to deliver product more quickly to customers so we provide more -- i mean it's oversimplifying it providing more relevant merchandise more quickly but there is a lot to get that done. >> right now, people at my office talk about how much cash and how much kohl's cash they have. how did kohl's cash become part of the firment in this country so quickly. >> i think two things we really hit on a key point when we created kohl's cash, which is do you know anybody that doesn't love a good deal and how about a good deal where you earn money and get to use it later for whatever you want to spend so i think we've tapped into this desire by customers who appreciate value. >> right. >> and also the value that keeps on giving so i mean we call it our iconic savings program and it is. this year alone more than 2 billion dollars worth of kohl's cash will be redeemed by consumers. and it's growing growing in terms of its importance and i do think it's iconic other companies have tried to do something similar but i think we own it. >> you definitely do now, one of the things you've done that think is extraordinary, when i go to my kohl's, it's in -- not in a mall, it's in a strip mall i can pull up, it does make sense to buy online and pick up store. you're in a unique position with more than a thousand stores, where it's located is an advantage not a disadvantage. >> two things on that, physical presence is important in people's mind-set as they think about where to shop. regardless of whether they shop in the store or online if you have a physical presence you're top of mind so having a physical presence is critical for sure. and then making it easier so we're not in malls 95% of our stores are off mall and they're mostly single level freestanding, easy to get n. easy to get out which taps into today's world which is a more omni channel customer. >> i pull up i have one on 22 in jersey, i pull up right in front i like to circle till i get it one of the things a lot of people say, oh, amazon will buy kohl's i always think amazon is a good partner and you've been working with them and it's not like you want to surrender kohl's to amazon you don't need to. >> we're focused on any ideas, however far out they may seem to somebody outside our business that would essentially drive more people into our stores. amazon is a great company. amazing customer engagement. they share a lot of similar values which is they, you know, values are really important but the customer experience is what's critical. those are shared value with kohl's and so i think in the amazon pilot is really how do we translate their success into more traffic coming into kohl's stores. >> okay, two things that drive me in. i like the name brands you have because you offer good prices, nike and i like home goods but home goods is in a small portion in the racetrack how about making that bigger because you're killing it in that and are there other brand names you want to bring in >> answer to all that is yes, home being more important part of our business, it ulee is becoming a more important part of our business because it's the fastest growing category and grew 10% in the holiday period >> 10%. >> yes that's double digit. >> led the company so leaning in to that i think you're on to something. you know, we're trying to approach it from the perspective of some of the key focus we had which is around active and wellness i know you've heard about the importance of active and wellness that goes into home. so sleeping well, eating well, living well. things like fitbits and apple watches, those are all part of this strategy. >> well, kevin, i want to thank you and long been an admirer of your stores in and the 30s i'm proud i got involved because there was never a question, the dividend you got the best balance sheet in the business. many kevin mansell, chairman and ceo of kohl's, kss even up here the stock is too cheap. >> thanks, jim we are survivors. we are survivors. and now we take brilinta. for people who've been hospitalized for a heart attack. we take brilinta with a baby aspirin. no more than one hundred milligrams... ...as it affects how well brilinta works. brilinta helps keep platelets from sticking together and forming a clot. in a clinical study brilinta worked better than plavix®. brilinta reduced the chance of another heart attack. or dying from one. don't stop taking brilinta without talking to your doctor,... ...since stopping it too soon increases your risk of clots in your stent,... ...heart attack, stroke, and even death. brilinta may cause bruising or bleeding more easily,... ...or serious, sometimes fatal bleeding. 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don't trade it be in it conner, massachusetts. >> caller: i appreciate your help over the years. >> thank you >> caller: i know cars, previous generations and had a great ride with tapc and debating whether i just hold or should i increase my position in cacc? >> i wouldn't increase your position up here but i don't think anything is wrong and like the stock. have you a nice gain let's be careful joe in pennsylvania. joe. >> caller: hey, joe from pennsylvania thanks for taking my call. i want to know what your thoughts are on realty income corporation. >> not a fan the tock is expensive and this one you exit from. kim in north carolina. kim jong-un. >> caller: hey, kim, what can you tell me about conn, conn's. >> i think you should be in best buy, bby jeff in california jeff >> caller: we love you out here in los angeles it's actually raining cats and dogs out here right now in l.a hey, jim, esio, electric scie e sciences crush you had it with a 247% return. it was killing it. everybody should be buying esio, electroscience but sells 12.5% three days ago enjust hitting three days at 20 is this a good buy and when will it pop >> you know, it's kind of popped i mean it's up gigantically down 5% for the year. let let's do more work on the stock because so many semiconductor names i'm getting nervous but. k.t. in massachusetts. >> caller: boo-yah, jimmy. thank you for all your hard work my patriots will be in the super bowl good luck to your eagles >> wouldn't that be great. >> caller: i'd love to see them. good luck saturday night. >> i'm nervous about saturday, 4:35 >> caller: i want to ask you about an investment banking company. hul houlihan lokey >> i'll say it's a good stock. susan in connecticut >> caller: hi. i'm calling about my portfolio i have one thing that might be potentially bad or good. duke energy core duk. >> no one has gotten hurt but why shouldn't we buy dominion. i think dominion is better and con ed and aep are better than yours. not urging a sale. david in illinois. david in illinois. dave >> caller: dr. cramer, celebrating the 36th annual jpmorgan health conference and getting right to the heart of the matter, ew, edwards life sciences >> you know, i got to tell you why do they keep trying to trade ew -- it's got the better mousetrap. starting to annoy me all the downgrades they seem to be completely done by knuckleheads. to steve in my home state, new jersey steve. >> caller: hey, jim, love your show >> thank you. >> caller: what do you think of marvel technologies? >> not done going higher a lot of people are trying to call it top. the top is nowhere near. i think it can go to 30. that, ladies and gentlemen, the conclusion of the lightning round. >> announcer: the lightning round is sponsored by td ameritrade jj, will you break it down for this gentleman? hey, ian. you know, at td ameritrade, we can walk you through your options trades step by step until you're comfortable. i could be up for that. that's taking options trading from wall st. to main st. hey guys, wanna play some pool? eh, i'm not really a pool guy. what's the hesitation? it's just complicated. step-by-step options trading support from td ameritrade you or joints. something for your heart... but do you take something for your brain. with an ingredient originally found in jellyfish, prevagen is the number one selling brain-health supplement in drug stores nationwide. prevagen. the name to remember. when you find a fabulous grocery store you just stick with it. take canada goose the maker of coats and parkas where the stock has more than doubled since we started recommending it right after its ipo last march they have delivered phenomenal results so far and i think the cold winter will only make the story more attractive. earlier today we got a chance to check in with dan reiss blowing out the numbers for this luxury outerwear powerhouse take a look. dani, as soon as it gets cold outside we see the patches and people are saying where the heck did those guys come from but the fact is you've been in business for quite a long time and you're a family business. >> we are a sixth generation family business, been around 60 years, when my grand father was an immigrant from canada i heard the same story so many year, when somebody sees the logo for the first time they're like, i saw your logo and now i see it everywhere. i've heard that literally for the last ten years many so many have yet to discover iteven though those who have seen it find it hard to believe. >> we're also so corroded and sardonic and ironic and basically cynical, we think canada goose but, we know it's made in some provence in china >> yeah, right we make all of our core products are made in canada we hired over approximately 1500 people last year we have six facilities in canada we have multiple contractors that are exclusive to us across the country make all our products in canada to me a canada goose jacket is like a swiss watch you say swiss before you say the word watch because the place where it's made is more important almost. >> it's rare i hear about a product where there is i say very little price sensitivity. people buy them and they are -- i know this soups strange because it's apparel they regard it as an investment. >> absolutely. i think they are investment apparel and we can grow during recessions people see them as good purchases and the value is there. our products are made in canada. we have decades of history and craftsmanship and i think for sure it's an investment product. well, at the same time it's, you know, not only is it enduring but it's relevant and it's -- i think that's part of the magic. >> you have three things i want all the companies involved with retail to have, managed scarcity, preserve brand strong and shorten product cycles i can't find a company that's more than one of those you have all lee. >> yeah, we -- i think that we plan our business very well and, you know, people think like that we intentionally starve the market we don't do that we plan our business well. wholesale business well and plan our dtc business well and, you know, we're not afraid to be sold out i think we do not view ourselves as a commodity so if we were a t-shirt company and we missed a t-shirt sale then maybe we would have missed a sale to me, you know, if somebody can't find the product they want to find a certain year they'll come back for it next year we're -- our products are special. not commodities. >> now, my wife who helped make your quarter, she has the coat and then one day i see she has the hat. i said, why did you do this? the coat is so great what else should she be looking at that's great. >> we've diversified our outerwear from 20 styles 20 years to over 200 styles now and full assortment of all different weights of outerwear including a spring collection. knitwear has been a new thick for us we've launched it in a very small and strategic way and consumers really seem to have resonated with it well and we're happy with that and we'll keep building on that accessories is an area we'll keep focusingen like the hats you talk about and for us everything we do, the most important thing we make it best in class product. you know, we've not about slapping logos on stuff. we don't make stuff. we make best this class products and i think, you know, from the point of view of brand management one of the worst things can you do is make bad product and rush to make product because you think you can sell it and we don't do that. >> one thing i find interesting you have a big private equity company that 57%, 68% of the voting it doesn't seem like they've told you to do anything that you don't want to do >> you're right. bane company have been phenomenal partners. the selection process we went through back a number of years ago, four or so was a very rigorous process and, you know, it was very important that the company we chose understood our business, understood how important made in canada was to half the people we spoke about let's go to china which make no sense for us and so, you know, bane company tall have been great and believed in me and believed in our management team and helped support us in lots of different ways strategically and have a great reputation for as a p/e firm and leave companies in a great position so i think i did great and really happy. >> most don't have as much white space as you do. looks to me the rest of the world is underpenetrated you have flagship stores but it would seem like that canada resonates in europe. in latin america, asia, it's got some cache. >> yeah, i've been traveling around the world for 20 years now and feel like an unofficial ambassador for canada around the world and know for sure people love canada. canada is the canadian brand is very strong and no doubt at this moment in time and this moment in history there's never been a stronger -- the canadian brand has never been stronger for all sorts of geopolitical reasons and people like our prime minister as well and on top of that so the brand is super strong and no doubt that helps us and hopefully we can contribute to that a little along the way as we export it around the world. >> my kids said, the polar bear, most polar bears are in canada you possibly do for than any company to preserve the polar bear you have to ask about that the fur and i say, my pushback you know, every company is being blamed for everything, the apple, tim cook is being blamed for addiction. what do we say to the critics? >> yeah, you know, i mean ever since i started working here and only customer service person, get a few people who didn't like the fact that we use fur we use fur for function fur, authentic company and use it for function first and our customers care about our -- all of the raw materials are sourced ethically and responsibly and, you know, we have an industry leading traceability program it's available for everybody to look at on our website and, you know, and we think that's what is most important to our customers and on top of that we have so many different style, many of them are not fur at all so we have choice and respect people's freedom to choose and believe the world should be however it is. >> i urge people go to the website. one last thing it is amazing to me there are technical qualities that are -- youary talking about climbing mt. everest and people using your gear, it's not just fashion, it is practical. >> one of the most important things we are function first brand, the stuff we make works and, you know, i think that's why our consumers come back to it time and time again i mean, i like to tell people we're land rover of clothing. >> yes, yes. >> it is built to withstand the harshest things in the world, harshest climates and environments in the world and yet it translates really well in the city and people use it a lot in the city as well and, you know, that's been part of the last 0 years is taking this great product and making it a consumer brand we have a long way to go and it's super exciting never seen the future more brightly than i do today. >> i want to thank dani reiss, president and ceo of canada goose. we were backers the day you came public and we're backers now for far more multiyear story, goos, thank you, dani. really appreciate it. >> thank you too really great being here. we want to get the story right, you got to get out of the office and talk to the ceos. i've come down to icr. nothing like talking to ceos saying this time it's different. business is very good. it's very strong we've got more money, we can buy back stock and expand. we can pay people more and we give bigger dividends. is that not a story that is why we are in beast mode this market can still go higher. i like to say there's always a bull market somewhere, and i promise to find it for you right here on "mad money." i'm jim cramer, and i'll see you tomorrow >> welcome to the shark tank, where entrepreneurs seeking an investment will face these sharks. if they hear a great idea, they'll invest their own money or fight each other for a deal. this is "shark tank." ♪ my name is nick romero. i'm 30 years old, and i live in venice beach, california. ♪ venice is such a creative place, and my store is completely based off creativity. ♪ my store is called the ave, and there's no place like it in the world. what we do is, we allow for people to come in and custom create any article of clothing--

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