In the dimly lit corridors of Canadian corporate power, a battle of historic proportions is brewing between two retail giants whose logos are as familiar to Canadians as the maple leaf itself. Canadian Tire Corporation has launched an aggressive legal maneuver targeting Hudson’s Bay Company’s vast trademark portfolio, potentially reshaping the retail landscape across the country.
Court documents filed last week reveal Canadian Tire’s ambitious attempt to acquire control of over 300 trademarks currently owned by the struggling Hudson’s Bay. The collection includes iconic Canadian symbols and phrases that have defined HBC’s 354-year history in North America—from the distinctive point blanket stripe pattern to heritage brands like Zellers and Morgan’s.
“This isn’t just a business transaction—it’s a bid for Canadian commercial DNA,” said Markus Chen, retail analyst at Thompson Financial Group. “Canadian Tire is essentially attempting to purchase pieces of our national identity that have been under Hudson’s Bay’s stewardship since before Confederation.”
The legal filings, submitted to the Federal Court of Canada, outline Canadian Tire’s interest in acquiring rights to names including “The Bay,” “La Baie,” and even “Hudson’s Bay Company” itself—trademarks that collectively generate millions in licensing revenue annually for HBC. Financial terms weren’t disclosed in the public documents, but industry insiders estimate the portfolio could be valued at upwards of $120 million.
Hudson’s Bay, once Canada’s dominant department store chain, has faced mounting financial pressure in recent years. The retailer closed its flagship downtown Winnipeg store in 2020 after 94 years of operation and has struggled to maintain relevance amid changing consumer habits and online competition. The company returned to private ownership in 2020 in a $1.9 billion deal led by chairman Richard Baker.
For Canadian Tire, which operates nearly 1,700 retail locations under various banners including Sport Chek and Mark’s, acquiring these trademarks represents a strategic expansion of its brand universe. The company reported record e-commerce growth last quarter, with digital sales increasing 62% year-over-year.
“Canadian Tire is effectively moving to consolidate the Canadian retail identity,” explained Patricia Wong, intellectual property attorney at Morrison & Blaine LLP. “These aren’t just logos—they’re cultural touchstones that carry tremendous brand equity and consumer recognition.”
The legal application also reveals Canadian Tire’s interest in gaining control of Hudson’s Bay’s Olympic-related trademarks, which gained prominence during the 2010 Vancouver Winter Games when the iconic red mittens became a national phenomenon, selling over 3.5 million pairs.
Hudson’s Bay Company representatives declined to comment directly on the legal proceedings when contacted, stating only that they “value their intellectual property and will take appropriate steps to protect assets core to the company’s heritage and future.”
Industry observers note the move comes amid increasing pressure on traditional department stores. Hudson’s Bay has closed multiple locations since 2020, while Canadian Tire has expanded its product offerings to include more housewares, furniture, and apparel—categories traditionally dominated by department stores like The Bay.
The trademark dispute represents more than a corporate skirmish; it’s symbolic of Canada’s shifting retail environment where heritage alone no longer guarantees survival. Whichever company emerges victorious will gain significant leverage in connecting with Canadian consumers through some of the country’s most recognizable brand assets.
As the legal process unfolds in federal court, Canadians will be watching closely to see which retailer will ultimately control these symbols of our commercial heritage. The question remains whether these iconic brands will thrive under new ownership or simply become footnotes in Canada’s retail history.
For more coverage of business news impacting Canadians, visit CO24 Business.
