Products on display at Canadian Tire's relaunch of the HBC brand and stripes in Toronto on Monday, Nov. 3, 2025. (The Canadian Press)
Canadian Tire is giving new life to one of Canada’s most recognizable symbols — the Hudson’s Bay stripes. The retail giant will launch its first collection featuring the multicoloured motif on December 5, marking the debut of its stewardship over the heritage brand.
The move follows Canadian Tire’s $30-million purchase of Hudson’s Bay Company’s intellectual property earlier this year, including the HBC name, trademarks, and the iconic stripes. For the company’s marketing team, it was a moment to remember.
“It was like Christmas,” said Eva Salem, Canadian Tire’s senior vice-president of marketing and brand, recalling the June announcement. “We were so excited.”
A Heritage Brand with Heavy Responsibility
That excitement quickly turned into responsibility. The Hudson’s Bay stripes are both beloved and controversial — a national design symbol with roots tied to Canada’s colonial fur trade. For some, it’s a mark of history; for others, it recalls painful chapters of Indigenous dispossession.
Salem said the team wanted to honour the brand’s legacy while being mindful of its complex past. “We knew it had to be done respectfully,” she said. “It became a passion project for everyone involved.”
With only five months to design, produce, and stock items — a process that usually takes a year — Canadian Tire’s team worked around the clock.
What’s in the First Collection
The debut collection includes 26 products inspired by Hudson’s Bay’s most cherished designs. Among them are versions of the classic striped blankets, espresso sets, tumblers, tote bags, and pillows. Seasonal favourites such as ornaments, stockings, and teddy bear nutcrackers will also make an appearance.
The highlight of the launch will be three blanket variations. The high-end point blanket will sell for $450, while striped caribou blankets and fleece throws will offer more affordable options.Proceeds from blanket sales will continue to support Oshki Wupoowane — the Blanket Fund — which aids Indigenous-led initiatives. Managed by the Gord Downie & Chanie Wenjack Fund, it was created in 2022 as part of HBC’s reconciliation efforts. Canadian Tire has pledged to donate at least $1 million annually to the cause.
A blanket is on display at the Canadian Tire's relaunch of the HBC brand and stripes in Toronto on Monday, November 3, 2025.
From Bankruptcy to Revival
Hudson’s Bay Company, Canada’s oldest retailer, collapsed earlier this year under $1.1 billion in debt. Canadian Tire saw an opportunity to preserve a national emblem and strengthen its connection to Canadian identity.
“Our goal was stewardship, not speed,” said CEO Greg Hicks. “It felt like a natural fit for a company that’s been part of Canadian life for over a century.”
Hicks emphasized that Canadian Tire won’t plaster the stripes on every product it sells. “It’s not just about striping everything,” Salem added. “It’s about quality, relevance, and what Canadians truly want.”
Balancing Tradition and Modern Taste
To strike that balance, Canadian Tire conducted research on HBC’s bestselling items and gathered feedback from shoppers. One of its first calls went to AW Hainsworth, the British company that has been producing HBC blankets for generations.
“There’s so much history and love attached to those blankets,” said Salem. “We knew they had to be part of the first release.”
Rather than rushing into new designs, the retailer chose to revive familiar products that resonated with consumers. “There was no time for net-new design,” Salem explained. “We wanted something meaningful that customers already loved.”
What Comes Next for the Stripes
The first collection will be available only through the holiday season. Once sold out, the products will disappear until Canadian Tire unveils a more permanent, year-round “evergreen” version of the stripes next year.
Future releases could include towels and umbrellas — two items that topped consumer wish lists in recent social media polls. Eventually, Canadian Tire plans to expand the stripes to its other major brands, including SportChek and Mark’s.
“So, in many ways, it’ll soon be easier for Canadians to find and experience the stripes than ever before,” Salem said.
As December approaches, the beloved pattern is poised for a comeback — one that honours its heritage, embraces reconciliation, and promises a modern revival of a timeless Canadian symbol.
