Canadian Tire CEO Greg Hicks has confirmed that the company will begin rolling out “updates and fun initiatives” tied to the historic Hudson’s Bay Company (HBC) brand in Q4 2025. A more significant product launch is expected in the latter half of 2026.
Canadian Tire acquired HBC’s intellectual property for $30 million in May, following the department store’s closure and creditor protection filing. The acquisition includes iconic trademarks such as the multicolour stripes, “Bay Days,” Hudson North, and the slogan “the lowest price is the law.”
“We remind ourselves daily of the expectations of stewardship on our shoulders,” Hicks told analysts, noting the overwhelmingly positive public response and the emotional connection Canadians have with legacy brands.
The announcement came alongside Canadian Tire’s Q2 results, which showed a dip in net income to $168.2 million, down from $207.7 million a year prior, despite a 5% revenue increase to $4.2 billion. The decline was attributed to the sale of Helly Hansen and investments in the company’s $2 billion “True North” transformation program, aimed at modernizing operations and enhancing its Triangle Rewards platform.
Canadian Tire also reported rising consumer confidence and loyalty spending, with Hicks highlighting a rise in patriotic purchasing. “Canadians are visiting us more,” he said.