Canadians can expect to see Canadian Tire Corp. start to experiment with the recently acquired Hudson’s Bay brand later in the year, the company said Thursday. In June, Canadian Tire completed the purchase of Hudson’s Bay’s intellectual property, which includes the HBC stripes and other brand labels, for about $30 million, as part of HBC’s efforts to pay back about $1 billion to its creditors.

On a conference call following the release of Canadian Tire’s second-quarter earnings on Thursday, chief executive Greg Hicks said the response from Canadians had been “overwhelmingly positive” and when it comes to “stewarding the stripes,” the company would rather be right than fast.

  • Court approves sale of Hudson’s Bay trademarks to Canadian Tire
  • Canadian Tire buying Hudson’s Bay stripes and brand name for $30M

“That said, Canadians can expect to see some updates and fun initiatives starting in Q4 of this year, with our meaningful product presence rolling out in the back half of 2026,” he said. “I can’t overstate how excited we are to continue the HBC story.”

For the three-month period ended June 28, Canadian Tire reported revenue of $4.2 billion, up 5.2 per cent from about $4 billion in the same period a year ago. Net income fell to $188.3 million from $232 million.