A cozy piece of Canadiana is getting a second chance at retail life.
What happened: Canadian Tire will soon start selling the famed Hudson’s Bay wool point blankets — emblazoned with the brand’s instantly recognizable green, red, yellow, and indigo stripes. The initial run will be sold only in stores, with a limited quantity available.
- After the HBC went bankrupt this year, Canadian Tire acquired the rights to its intellectual property for $30 million, including its stripe design and brand names.
Why it matters: This doesn’t just mean the return of an easy holiday gift. All proceeds of blanket sales will go to Indigenous-led initiatives, carrying on a pledge that the HBC launched in 2022 through a partnership with the Gord Downie & Chanie Wenjack Fund.
- Canadian Tire has promised that at least $1 million a year will be earmarked for the fund.
Why it’s happening: While a slice of nostalgia for some shoppers, the blankets are associated with colonialism for many Indigenous communities, in particular the deadly spread of smallpox. This partnership is a form of economic reconciliation recognizing that complicated history.
What’s next: More items adorned with HBC stripes are expected to hit Canadian Tire shelves during the holidays, and in 2026. No word yet on how altruistic those products will be.—QH