Canadian Tire has announced the launch of a new collection inspired by the iconic Hudson’s Bay Company (HBC) stripes, following its recent acquisition of HBC’s intellectual property for $30 million. This decision represents a big step forward for Canadian Tire. The Winnipeg-based company hopes to breathe new life into a popular design that has strong historical ties across Canada.
The collection will officially hit Canadian Tire stores on December 5 and will initially feature 26 products, including blankets in three distinct versions: a traditional point blanket priced at $450, striped caribou blankets, and a fleece throw. Utilizing existing HBC products helped simplify the design and manufacture process. This new process allowed Canadian Tire to bring their collection to market in just five months, an astounding turnaround from the typical production cycle of a year or more.
Eva Salem, Canadian Tire’s senior vice-president of marketing and brand, said she was excited about the opportunity to buy the HBC intellectual property. She explained that the day felt like “Christmas” — one of many indications that reflected the buzz and energy behind the project.
“One of our first phone calls was with the blanket manufacturer because there was just so much nostalgia and love and history there,” – Eva Salem
Canadian Tire’s relationship with HBC extends beyond simply purchasing its brand. They genuinely appreciate what the colorful history represented by those stripes means. Salem noted that the design process involved no new designs, stating, “There was no net new design that was required and to be perfectly honest, we couldn’t have done net new design in time.” This was done in order to move faster while still being sensitive to the brand that had been built up over the years.
Retaining its historic character, HBC’s stripes have a complicated history as they were used throughout the fur trade era and colonization of Indigenous lands. To most Canadians the stripes have become a potent symbol of Canadian pride and patriotism. They then typically decide to add such stripes to their homes, or to their holiday festooning. This duality in consumer perception is a double-edged sword for Canadian Tire as they walk the line of honoring the brand’s legacy.
To put it yet another way, Canadian Tire has some pretty ambitious plans to take the concept of the HBC stripes far beyond its flagship stores. Salem mentioned that the company intends to bring these designs to SportChek and Mark’s down the line. We’ve previously tested consumer interest by polling them on social media. In addition, these polls show that there is keen demand for other items like striped towels and striped umbrellas.
Our manufacturing partnership with AW Hainsworth, a British company that has long been a leader in HBC blanket industry, was key. Collectively, we created two vibrant color ways that will be featured in the new spring collection. Given their experience and knowledge with HBC’s legacy product, having Hainsworth as a part of the team helped keep quality and craftsmanship as the first priority.
Beyond the initial launch, Canadian Tire will be taking products off the floor as they sell out. This amendment will result in a more “evergreen” second iteration, slated to start in 2026. This strategy reflects the company’s commitment to stewardship over speed, as emphasized by Greg Hicks, president of Canadian Tire Corporation.
“The launch was about stewardship, not speed,” – Greg Hicks
Although the schedule was difficult, the quick turn-around time was approached with full force. Salem remarked, “We knew there was going to be a lot of work ahead of us … and we knew we wanted to do it in a way that was really respectful to the brand, so it was all hands on deck but a passion project for most.”
As Canadian Tire moves forward with this big launch, it is indeed at the crossroads of tradition and innovation. The new collection is a tribute to a pioneering Canadian icon. It resonates with today’s consumers who value the craft of heritage and the clean aesthetics of modern development.
