Iconic Brand Makes a Historic Shift
Hudson’s Bay, once a cornerstone of Canadian retail, has officially rebranded to Rupert Legacy. The change follows a $30 million agreement with Canadian Tire Corp. Ltd., which acquired the department store’s name and trademarks.
Why Rupert Legacy?
The new identity draws from the brand’s origins. It honors Prince Rupert, the first governor of Hudson’s Bay, and Rupert’s Land, the vast territory granted to the company in 1670 for fur trading. This nod to history blends legacy with a new chapter.
What the Deal Included
Canadian Tire’s purchase covers the Hudson’s Bay name, the iconic multicolored stripes, the coat of arms, the Distinctly Home housewares brand, the Hudson North apparel line, and catchphrases such as “Bay Days” and Zellers’ “the lowest price is the law.”
The Store’s Final Chapter
With all stores closed and inventory liquidated, the company remains under creditor protection. It is now focused on selling off store leases and preparing to auction its art and artifacts.
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