On a busy weekday in Toronto, Shauna Daniels searches for “stripes” during her lunch break. These stripes belong to the Hudson’s Bay Company (HBC), one of Canada’s oldest and most iconic brands. Recently, after HBC announced plans to close its department stores, the demand for its striped items, like wool blankets and patio umbrellas, has skyrocketed. Blankets that used to sell for around C$300 are now being listed for over C$1,000 on eBay.
“For many, these stripes are a piece of Canadian history,” Shauna shared. She remembers her childhood visits to the HBC stores, where she admired the colorful window displays. The emotional connection to the brand is strong, as HBC represents a significant chapter in Canada’s past.
The spike in interest comes amid a surge of national pride and a push to “buy Canadian,” especially in light of recent tariffs imposed by the United States. Sales of HBC items have improved so much that the company managed to pay off some debts and keep six stores open, even though 80 locations are still closing.
Founded in 1670, HBC was initially focused on fur trading. The company later began selling woolen blankets, popular among Indigenous communities. Historically striped, these blankets featured colors like indigo and red, which were favored during Queen Anne’s reign in the early 1700s.
As Canada evolved, HBC adapted too. After becoming a retail store in 1881, it expanded its product line to include home décor items featuring the famous stripes. Interior designer Kate Thornley-Hall sees value in these classic designs; she reworks them into modern home accessories, like pillow cushions and ottomans. "These stripes remind us of HBC’s significant role in shaping our nation," she noted.
However, HBC’s journey has not been smooth. After being bought by a private equity firm in 2008, its fortunes dwindled. The rise of online shopping has made it tough for traditional retailers. Bruce Winder, a retail analyst, explained that the COVID-19 pandemic worsened these challenges, pushing legacy retailers deeper into a sales slump. Many Canadians now prefer shopping at bargain stores or online, making it difficult for HBC to compete.
Despite the hurdles, some fans are hopeful. The surge in demand for HBC stripes may signal a potential comeback for the brand. Ms. Thornley-Hall expressed her hope that people might rediscover the joy of in-store shopping and luxury goods, rather than sticking to quick online buys. Winder suggests that while classic department stores may not thrive again, there’s still a chance for HBC to reinvent itself, perhaps through licensing or opening small boutique shops.
Ultimately, HBC’s stripes have become symbols, not just of a store, but of a rich history that resonates with many Canadians. Their future may be uncertain, but their place in the heart of the nation is undeniable.
For more on the impact of retail changes in Canada, visit Retail Council of Canada.
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