For more than two centuries, the bold green, red, yellow and blue stripes of the Hudson’s Bay Company have been a fixture of Canadian households from coast to coast. They’ve been stitched into blankets that warmed generations of individuals and were embossed on mugs, scarves and mittens that many proudly called their own.
So when Canadian Tire Corporation announced this summer that it had bought the intellectual property of the defunct Hudson’s Bay Company — including its storied stripes, coat of arms and brand trademarks — the news stirred a powerful mix of nostalgia and national pride.
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“It was like Christmas, quite honestly,” Eva Salem, senior vice-president of marketing and brand for Canadian Tire, told The Canadian Press (1). “We were so excited.”
The $30-million deal, approved by an Ontario court in June, handed one of Canada’s oldest and most recognizable brand symbols to another Canadian institution. Canadian Tire, now 103 years old, already manages some of the country’s best-known retail names, including SportChek, Mark’s and Party City.
A legacy wrapped in meaning
For Canadians who grew up seeing the Hudson’s Bay stripes as a symbol of home and heritage, their survival under a domestic company feels like a small cultural victory. Yet the pattern also carries a complicated history, tied to the fur trade and colonial expansion.
Canadian Tire executives say they’re aware of the weight that comes with owning such a symbol — and the responsibility to treat it carefully.
“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,” Salem said.
That respect will soon be visible in stores. On Dec. 5, Canadian Tire will launch a 26-item holiday collection featuring the Hudson’s Bay stripes — everything from blankets and pillows to tumblers, tote bags and teddy-bear nutcrackers. It’s a quick turnaround for a line that normally would take a year to design and produce.
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How the revival came together
Canadian Tire moved fast but chose not to reinvent the wheel. It worked with legacy vendors and existing product designs rather than starting from scratch.
“There was no net new design that was required and to be perfectly honest, we couldn’t have done net new design in time,” Salem said.
One of the company’s first calls was to AW Hainsworth, the British manufacturer that has woven the signature wool blankets for generations. The partnership will continue for this relaunch.
The collection’s centrepiece — the traditional point blanket — will retail for about $450. More affordable fleece and caribou-patterned versions will also be available.
In a nod to reconciliation, Canadian Tire will continue the tradition of donating net proceeds from point-blanket sales to Oshki Wupoowane, also known as the Blanket Fund. The fund, created by Hudson’s Bay in 2022 and stewarded by the Gord Downie & Chanie Wenjack Fund, supports Indigenous-led initiatives. The retailer has pledged to contribute at least $1 million annually.
A stewardship of heritage
For Canadian Tire, the stripes represent more than a product line. The company says the goal is to safeguard a national icon, not exploit it.
“The launch was about stewardship, not speed,” Greg Hicks, CEO of Canadian Tire, said in a statement.
Salem agrees. “We’re keeping all of our options open," she said. "But … it needs to be done with the right quality, the right vendors, and something that Canadians want. It’s not just about striping everything.”
In practice, that means the stripes won’t appear on every shelf or auto part. Future collections will arrive gradually, including an “evergreen” line expected to launch later next year. Canadian Tire is also exploring how to feature the motif across its other banners, such as SportChek and Mark’s.
“So, in many ways, it will be easier for Canadians to find and see and experience the stripes than it was before actually,” Salem said.
Why the stripes still matter
It’s easy to think of this as just another product launch. But for many Canadians, the return of the Hudson’s Bay stripes feels like something deeper — a reminder that some things are worth holding onto.
Canadian Tire’s $30-million purchase wasn’t about chasing trends or flooding stores with branded goods. It was about protecting a piece of national identity — one that still means home, history and pride to millions. By working with longtime manufacturers and keeping charitable commitments intact, the company is betting that authenticity will outlast hype.
For shoppers, in a world of flash sales and fast fashion, the stripes offer something more lasting: quality that carries a story. The new point blanket may cost $450, but it also helps fund the Oshki Wupoowane Blanket Fund — supporting Indigenous-led projects across the country — while also keeping a historic craft alive.
That blend of heritage and heart is what gives the collection its value. You’re not just buying a blanket or a mug; you’re buying into a legacy that connects past and present.
As Salem put it, what began as a business deal turned into something far more personal. “It was all hands on deck,” she said, “but a passion project for most.”
When the first striped products hit shelves in December, Canadians won’t just be picking up home décor or holiday gifts. They’ll be carrying forward a symbol that has weathered centuries — one that, this time, remains proudly in Canadian hands.
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Canadian Press (1)
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