By: Joycelyn David
A Nostalgic Beginning
Growing up in Edmonton, Alberta, The Bay was more than a department store—it was an institution, a bastion of what we understood as Canadian identity. School shopping meant navigating those gleaming floors beneath the watchful eyes of mannequins. Christmas wasn’t complete without peering through the animated holiday windows, where miniature scenes of traditional Canadian winter wonderlands played out on endless loops.
My favourite childhood winter jacket was red and from Hudson’s Bay. It paired well with my scarf (also red) that my mom picked up from the church donation bin, along with “new toy” I had for making snowpies. I can feel my nose turning cold just by looking at this old photo!
What I didn’t understand then—and came to learn later in adulthood—was the complicated legacy of Hudson’s Bay.
The HBC Story You Need to Know
The Hudson’s Bay Company, founded in 1670 through a royal charter from King Charles II, was granted exclusive trading rights over Rupert’s Land—1.5 million square kilometers of Indigenous territories—fundamentally reshaping the economic and social fabric of what would become Canada.
One of my favourite podcasts is “The Secret Life of Canada,” and their eye-opening episode on the Bay Blanket, this symbol of Canadians that carried centuries of colonial history**,** is one that you must listen to. Listen to the full podcast here:
As podcast hosts Leah-Simone Bowen and Falen Johnson note,
“The history of the HBC is the history of Canada—complicated, problematic, and often untold.”
The company’s archival records, which shape so much of our historical narrative, largely overshadow Indigenous perspectives and experiences.
This duality—a cherished national symbol built upon a foundation of colonial exploitation—mirrors the very contradictions at the heart of Canadian identity that we still struggle to reconcile today.
Hudson’s Bay’s recent bankruptcy filing marks the stunning collapse of Canada’s oldest retailer. With liquidation sales underway at 90 of its 96 stores and approximately 9,300 jobs at risk, this represents more than just another retail failure. It symbolizes what happens when historic institutions fail to evolve alongside the country they helped build.
While pandemic disruptions, e-commerce competition, and financial challenges all contributed to HBC’s demise, my own analysis reveals a more fundamental issue: the company’s inability to connect authentically with Canada’s rapidly diversifying consumer base.
The Multicultural Gap: New Canadians and Old Institutions
While my childhood memories of The Bay are steeped in nostalgia, for millions of newcomers to Canada, HBC never held the same emotional resonance. This “affinity gap” represents a critical blind spot in the company’s strategy that, I believe, contributed to its downfall.
For new Canadians—particularly the 1.8 million who arrived between 2016 and 2023—iconic Canadian retail brands like Hudson’s Bay don’t evoke the same sentimental attachment they do for multi-generational Canadians. Instead, these consumers bring their own brand loyalties and shopping expectations shaped by experiences in their countries of origin or through globally connected digital platforms.
Research by AVCommunications and Ipsos in Canada reveals critical consumer mindset insights that may explain the gap for brands like HBC:
- 77% of Canadians view cultural diversity as core to national identity
- 54% of Gen Z Canadians identify as persons of colour, compared to just 22% of Boomers (who probably all grew up knowing HBC)
- 86% of Gen Z actively engage with international content, signalling a globally connected consumer
While these demographic shifts reshaped Canadian consumer expectations, HBC maintained its traditional department store model with minimal innovation in cultural representation or product diversity.
By Contrast: Ethnic Brands Closing the Multicultural Gap in Canada
Here are some of the favourite ethnic-led brands that are closing the multicultural gap by embracing Canada’s diverse consumer reality.
Jollibee: Beloved Filipino Brand
Perhaps no recent retail expansion better illustrates the power of cultural connection than Jollibee’s remarkable growth in Canada. Since opening its first location in Winnipeg in 2016, the Filipino fast-food chain has expanded to 28 stores across five provinces by 2025, with plans for 500 North American locations by 2028.
Jollibee’s success stems from:
- Diaspora-first strategy targeting cities with large Filipino populations
- Menu nostalgia with items like Chickenjoy and sweet-style Jolly Spaghetti
- Innovative growth tactics including mobile kitchens and strategic franchising
Most impressively, Jollibee has achieved a 50:50 split between Filipino-Canadian and mainstream customers, creating what the company calls “inclusive spaces where cultures converge through food.”
T&T Supermarkets: Canada’s Asian Superstore
T & T Supermarket led by the incomparable Tina Lee has transformed Asian grocery shopping by blending Eastern authenticity with Western retail standards. Today, 30% of their customers are non-Asian, demonstrating cross-cultural appeal through:
- Immersive cultural experiences with live seafood tanks and authentic food stations
- Product diversification featuring over 400 private-label items
- Community integration by creating cultural “third spaces” and celebrating diverse festivals
In 2021, my team had the opportunity to help launch their store on Spadina Ave in the heart of Chinatown. Here are some highlights othe installation and design 🙂
Since this location opened, T&T continues to expand across Canada (and to the USA too) a stark contrast to HBC’s contraction.
Brar’s: From Niche to Mainstream
Founded in 1986 as a small Toronto sweets shop, Brar’s has grown into Canada’s largest ethnic food manufacturer with products now available in mainstream grocers like Costco and Walmart, while maintaining 98% market penetration in South Asian stores.
Their success stems from:
- Uncompromising quality standards that maintain cultural authenticity
- Strategic product evolution from traditional sweets to cross-cultural fusion items
- Cultural bridge-building through community partnerships
Brar’s generates 43% of revenue from non-South Asian Canadians, demonstrating how ethnic brands can achieve mainstream appeal without cultural dilution.
Back to HBC…
Imagine an alternate multiverse where Hudson’s Bay had embraced Canada’s multicultural reality earlier. What might this version of The Bay have looked like?
We could’ve seen…
- A brand partnership between Hudson’s Bay and Shopify ? As posted here by Doug Stephens
- Premium HBC collection and HBC exclusive products to Chinese consumers worldwide via TMall. More Ideas here from 2019 by Marc Boudreau
- A “new trading post” with partnerships with Canadian designers and artisans from diverse backgrounds, creating exclusive collections
- More retail seasonal displays celebrating Diwali, Lunar New Year, and Eid alongside Christmas and Easter.
With six stores remaining, I really do hope some of these ideas to close the multicultural gap are explored, not merely as marketing strategies but as fundamental reimaginings of what a truly Canadian department store can be in the 21st century. For Hudson’s Bay to survive, it must finally reckon with Canada’s changing identity and position itself not as a relic of our colonial past, but as a vibrant reflection of our multicultural present and future.
A Nostalgic Closing Song
I could write about how I feel in seeing another beloved Canadian brand decline. But instead, I’ll share this nostalgic song choice to capture it.
Dedicated to those at HBC and those from my generation who will know the words to this song…