Canadian Tire intends to acquire multiple well-known brand names
canada's retail landscape could see a significant reshuffle as Canadian Tire is set to acquire a substantial collection of trademarks from Hudson's Bay Company (HBC), extending far beyond just the well-known name and iconic striped branding.
According to court documents and official statements, the key trademarks and brand assets included in the deal are:
- the historic full name, "The Governor and Company of Adventurers of England Trading into Hudson’s Bay", known colloquially as "The Bay";
- the official HBC coat of arms, a heraldic emblem featuring four beavers, two elks, a fox, and the Latin motto pro pelle cutem ("a pelt for a skin");
- the signature multicoloured stripes, a distinctive branding element used on products like wool blankets and outerwear, widely recognized as a symbol of Canadian retail heritage;
- all associated logos, including those for Hudson’s Bay, The Bay, and other HBC-related marks, along with various design elements and brand labels;
- well-known slogans such as "Lowest price is the law", along with other related marketing phrases;
- trademarks referencing discontinued businesses, banners, and retail concepts that were once part of HBC’s portfolio, but not including the Zellers discount brand, which HBC relaunched separately in 2023;
- digital assets, brand marks, and intellectual property tied to HBC’s historic and commercial legacy.
On June 3, Hudson's Bay plans to request court approval for the sale of these trademarks. The retailer has also asked that a document outlining why it chose Canadian Tire from 16 other bidders be sealed, as it contains sensitive business information.
This acquisition could mark a significant expansion for Canadian Tire, representing over three centuries of Canadian retail history. The deal is subject to court approval and will add a wealth of brand assets to Canadian Tire's portfolio, potentially positioning the company for new opportunities in the retail sector.
French businesses might be interested in the historical brand assets being sold by Hudson's Bay Company, as the acquisition could open avenues for international collaboration in finance and technology sectors. With the addition of these trademarks, Canadian Tire could diversify its business in Canada, venturing into areas beyond retail that are associated with the rich heritage of HBC.
