Canadian Tire wins court approval to buy Hudson’s Bay’s iconic trademarks, including stripes and coat of arms, for $30 million, preserving a retail legacy.
Historic Brand Assets Change Hands
Canadian Tire Corporation has secured court approval to acquire the intellectual property of the venerable Hudson’s Bay Company (HBC) for $30 million, marking a significant moment in Canadian retail history. The deal, approved by Ontario’s Superior Court on June 3, 2025, transfers ownership of Hudson’s Bay’s iconic assets—including its multicoloured stripes, historic coat of arms, company names, and trademarks—to Canadian Tire.
Legacy of a 355-Year-Old Retailer
Founded in 1670, Hudson’s Bay is one of the world’s oldest companies, originally established as a fur trading enterprise before evolving into a major department store chain. Despite its long-standing presence, the company struggled financially in recent years, culminating in creditor protection proceedings under the Companies’ Creditors Arrangement Act (CCAA) earlier this year. The sale of its intellectual property represents a key step in winding down its operations.
What the Acquisition Includes
Beyond the famous stripes and the Hudson’s Bay name, Canadian Tire’s purchase includes a vast portfolio of trademarks and brand elements. These encompass historic logos, nostalgic slogans such as “Bay Days” and the Zellers catchphrase “lowest price is the law,” as well as brands like Distinctly Home and Hudson North apparel. The original company name—“The Governor and Company of Adventurers of England Trading into Hudson’s Bay”—and its heraldic coat of arms featuring beavers, elks, a fox, and the Latin motto pro pelle cutem (“a pelt for a skin”) are also part of the acquisition.
Exclusions and Additional Details
The deal excludes Hudson’s Bay’s art, artifacts, archives, and its workforce, most of whom have been laid off following the closure of all 96 Bay and Saks stores by June 1, 2025. Canadian Tire will also assume certain contracts, including a trademark licensing agreement with Oregon-based Pendleton Woolen Mills related to multistripe motifs. The company has been granted transitional rights to use Hudson’s Bay signage and digital assets through the summer, with the full transaction expected to close by mid-July.
Competitive Bidding and Strategic Value
The intellectual property was auctioned after HBC filed for creditor protection in March 2025. Seventeen bids were received for the trademarks, with Canadian Tire’s offer deemed superior based on price, speed, and certainty of closing. The court documents highlight that Canadian Tire’s bid provides the greatest value to creditors and ensures that Hudson’s Bay’s iconic marks will continue under the stewardship of another major Canadian retailer.
Future of Hudson’s Bay Real Estate
Separately, Hudson’s Bay has been negotiating the sale or transfer of its store leases. A recent deal involves 28 lease locations in Ontario, Alberta, and British Columbia being sold to Ruby Liu Commercial Investment Corp., which aims to launch a new department store concept. Canadian Tire has also submitted bids for some of the remaining leases, indicating ongoing interest in the physical retail footprint.
This acquisition preserves a significant part of Canada’s retail heritage, allowing Canadian Tire to potentially leverage Hudson’s Bay’s storied brand assets while the original company completes its orderly wind-down. The transaction closes a chapter on a 355-year-old institution but opens new possibilities for its iconic symbols under Canadian Tire’s ownership.
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