Hudson’s Bay has announced it will shut down its long-standing department store on Bloor Street in Toronto. THE CANADIAN PRESS/Nathan Denette
The company, once behind the famous Hudson’s Bay department store, has officially changed its identity. The business and its subsidiaries will now operate under new names starting with “Rupert Legacy,” marking a historic shift for one of Canada’s oldest retail names.
The new title pays tribute to Prince Rupert, the first governor of Hudson’s Bay, and to Rupert’s Land — a vast territory granted to the company in 1670, when it began as a fur trading business. This nod to its origins reflects the brand’s deep roots in Canadian history, even as its modern retail presence fades away.
The change comes after the company sold its name and trademarks to Canadian Tire Corp. Ltd. for $30 million. The deal transferred ownership of some of Hudson’s Bay’s most recognizable assets — including its signature multi-coloured stripes, coat of arms, and popular product lines such as the Distinctly Home housewares and Hudson North apparel. Iconic promotional phrases like “Bay Days” and the Zellers slogan, “the lowest price is the law,” were also part of the sale.
Once a retail giant, Hudson’s Bay stores have now been liquidated and closed across the country. Despite the shutdown, the company still exists in another form. It remains under creditor protection and is working to sell off its remaining leases. Plans are also in motion to auction historic art and artifacts connected to the brand’s centuries-long legacy.
While the Hudson’s Bay name will live on under Canadian Tire’s control, the transformation into Rupert Legacy marks the end of an era. For generations, the Bay was a household name and a staple of Canadian shopping culture. Now, with its retail chapter closed, the company shifts its focus to resolving its debts and parting with the tangible pieces of its history.
This change is more than just a rebrand — it’s a symbolic farewell to a storied chapter in Canadian retail. For many, Hudson’s Bay represented tradition, quality, and national pride. The Rupert Legacy name may honour its beginnings, but for shoppers who grew up with the Bay, the change is a bittersweet reminder of how much the retail landscape has shifted.
