Shoppers will get their first peek at what the Hudson’s Bay brand looks like under Canadian Tire Corp. Ltd. ownership later this year.

Canadian Tire CEO Greg Hicks says his company will release “some updates and fun initiatives” linked to the fallen department store starting in the fourth quarter of this year but will leave the launch of a more “meaningful product presence” for the back half of 2026.

“I can’t overstate how excited we are to continue the HBC story,” he told analysts on a call.

HBC, which filed for creditor protection and closed all of its stores earlier this year, sold its intellectual property to Canadian Tire for $30 million in May.

The sale included HBC’s iconic stripes motif, its coat of arms, its Distinctly Home housewares brand, its Hudson North apparel line, as w

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