Hudson’s Bay Co. Launches Strategic Rebranding Amid Privatization

Photo: HBC

By Mario Toneguzzi

Canada’s most iconic retailer is rolling out a new, strategic brand direction that encourages Canadians to Live a Colourful Life.

The marketing campaign is a milestone for the Hudson’s Bay Company as it celebrates its 350th anniversary with a new brand vision and purpose.

“Showing Canadians that we understand what matters to them today, and reinforcing our connection, is at the core of our new strategy and creative platform. As a brand, we echo the values of our country and the pride we have in our way of life - focused on inclusivity, meaning and happiness,” said Allison Litzinger, Vice President Marketing | Brand, Customer & Loyalty for HBC.

“We want to inspire Canadians to live their best style and explore the colourful life they can design for themselves at Hudson's Bay through our unmatched breadth of stylish and quality products.”

Hudson’s Bay has 89 stores across Canada as well as thebay.com

Hudson’s Bay flagship store on Queen St. w. in toronto. Photo: HBC

Photo: HBC

Photo: HBC

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We believe in living a colourful life. It’s an expression of a life well-lived: always real, and full of feeling, thoughtfulness and style. From products to experiences to people, we want to inspire and enhance how you live. Because the more you feel the more colourful life becomes. #HBColourfulLife

A post shared by Hudson's Bay (@hudsonsbay) on Mar 9, 2020 at 6:00am PDT

We believe in living a colourful life. It’s an expression of a life well-lived: always real, and full of feeling, thoughtfulness & style. From products to experiences, we want to enhance how you live. Because the more you feel the more colourful life becomes. #HBColourfulLife pic.twitter.com/iNcUipSuZW

— Hudson's Bay (@hudsonsbay) March 9, 2020

The well-known Canadian retailer is evolving its business on a number of fronts: elevating its merchandise assortment, investing in digital and e-commerce, shifting its marketing focus to increased digital, adjusting its service model, and using data and customer feedback to inform decisions - all to enhance and improve the customer experience.

The campaign which will run across the country on television, in cinemas and on social and digital platforms, is meant to share the retailer’s philosophy and its purpose and to connect with Canadians through common values.

“More cultural intervention than traditional campaign, our Live a Colourful Life platform is a call to action to live a life filled with rich, meaningful and diverse experiences,” said Daniel Koppenol, Vice President, Creative Director at HBC.

“We developed the work to centre around the idea that you never quite know something until you feel it. It might be the feel of a fabric, the weight of a glass, or the embrace of a loved one. Feeling gives life colour. The work amplifies what we're able to offer as a lifestyle-centric marketplace and is the first step in redefining our purpose and reestablishing our connection to Canadians.”

Photo: HBC

Photo: HBC

Photo: HBC

So what does it mean to live a colourful life?

Hudson’s Bay describes it this way:

“We believe that colour isn’t just colour. It’s an expression of a life well-lived: never boring, always real, and full of feeling, thoughtfulness and style. A colourful life is a life filled with feeling. The feeling of light summer dresses on a long weekend, of being wrapped in warm blankets by a toasty fire, of crisp new suits, soft couches and of delicate wine glasses for dinner parties that carry on well past dessert. The feeling of a life filled with experiences you can design at Hudson’s Bay.

“From products to experiences to people, we want to inspire, enable and enhance how Canadians live, and perhaps more importantly, how they feel. Because the more you feel, the more colourful life becomes.”

HBC, incorporated in 1670, is North America’s oldest company.

Photo: HBC

Photo: HBC

Recently, HBC announced it successfully completed its plan of arrangement resulting in HBC becoming a private company.

“This is a great outcome for HBC and all of its stakeholders. The continuing shareholder group is resolved to doing what is right for our customers, associates, communities and partners. As current and future generations change the way they live, shop and work, we are committed to transforming HBC to capitalize on these shifts. It will take patient capital and a long-term view to fully unleash HBC’s potential at the intersection of real estate and retail,” said Richard Baker, HBC’s Governor and Executive Chairman, in a news release.

Under the terms of the plan of arrangement to take HBC private, the company has purchased for cancellation all of its common shares, excluding shares owned by certain continuing shareholders, for cash consideration of $11.00 per common share. The company’s common shares were delisted from the Toronto Stock Exchange last week and HBC has ceased being a reporting issuer in all of the provinces and territories of Canada.

Mario Toneguzzi, based in Calgary has 37 years of experience as a daily newspaper writer, columnist and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, city and breaking news, and business. For 12 years as a business writer, his main beats were commercial and residential real estate, retail, small business and general economic news. He nows works on his own as a freelance writer and consultant in communications and media relations/training. Email: mdtoneguzzi@gmail.com

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