Canadian Tire buys Hudson’s Bay brands, stripes, and trademarks for $30M, aiming to preserve legacy through integration into its national retail network.
In a defining moment for two of Canada’s most iconic retailers, Canadian Tire Corporation has agreed to purchase Hudson’s Bay’s intellectual property for $30 million, signaling a new phase for the 355-year-old brand. The deal includes the Hudson’s Bay name, its historic coat of arms, and the instantly recognizable multicoloured stripes.
The transaction comes as Hudson’s Bay, once a cornerstone of Canadian retail, undergoes liquidation after filing for creditor protection in March 2024.
What the Deal Covers: Stripes, Symbols, and Signature Lines
Canadian Tire’s acquisition spans several signature assets: the legendary Hudson’s Bay stripes, homeware labels like Gluckstein and Distinctly Home, and the apparel brand Hudson North. These will be incorporated across Canadian Tire’s extensive network of 1,700 stores, including Mark’s, SportChek, and Pro Hockey Life.
Sources indicate the deal may also include select lease locations, though Canadian Tire has not yet clarified how they will be utilized.
Preserving Canadian Identity Through Retail
Canadian Tire CEO Greg Hicks described the move as both “strategic” and “patriotic.” In a statement, he remarked, “Some things are just meant to stay Canadian… We are honoured to welcome many of HBC’s leading brands into our Canadian Tire family.”
Hudson’s Bay CEO Liz Rodbell echoed this sentiment, saying, “I have no doubt they will be strong stewards of the more than 350-year HBC legacy as they move our iconic brands forward.”
Hudson’s Bay: From Fur Trading to Cultural Fixture
Founded in 1670, Hudson’s Bay began as a fur-trading enterprise that shaped the economic and geographic development of Canada. Over centuries, it evolved into a retail mainstay, known for department stores that anchored downtown cores and suburban malls alike.
Generations of Canadians turned to Hudson’s Bay for wedding registries, holiday displays, and household staples — a legacy now set to continue through Canadian Tire’s stewardship.
Seventeen Bidders, But One Vision Prevails
Bay financial adviser Reflect Advisors revealed the company received 17 bids for its assets. Canadian Tire’s offer stood out for its focus on intellectual property, along with a bid for a few store leases. The details of those lease locations—and whether they will retain the Bay name—remain under consideration.
Canadian Tire Positioned by Strategic Sale
This acquisition comes just months after Canadian Tire sold its Helly Hansen brand to Kontoor Brands for nearly $1.3 billion. The deal bolstered Canadian Tire’s financial flexibility, making space for a major brand purchase like Hudson’s Bay.
The timing also aligns with Canadian Tire’s long-term brand consolidation strategy, allowing integration of Hudson’s Bay motifs into its existing offerings—from home décor to apparel and lifestyle products.
What’s Next for the Bay’s Art and Real Estate Holdings?
While Canadian Tire secures the Bay’s branding, other elements of the legacy are still up for sale. Recent court filings show 12 parties have submitted bids for 39 Bay store leases. Meanwhile, more than 4,000 artifacts—including the 1670 royal charter—are being prepped for auction through Heffel Gallery.
Stay with Maple News Wire as we continue to follow the transformation of Hudson’s Bay and the evolving landscape of Canadian retail.
