The Bay in Canada dates back 352 years, but there is an increasing energy determined to establish a sense of discovery and newness.
But from early 2019 to spring 2020, the retailer dropped about 600 brands and added about 300 others. Further change has been spurred by COVID-19 and its impact on consumer behavior, as well as last year’s split of TheBay.com and the Hudson’s Bay store operations into separate companies and last year’s conversion of The Bay’s e-commerce website into an online marketplace format.
• By taking the 15 Percent Pledge, there’s a goal of having at least 15 percent of all new brands purchased for TheBay.com and Hudson’s Bay stores being owned and/or designed by designers who are Black, Indigenous or people of color. “Hudson North will be centered on modern styles to wear across occasions, versatility and with a lot of dresses as we launch for spring,” said Janney. “The quintessential sweater will be an important part of Hudson North for fall.
“Inclusion and sustainability were the things that meant the most to employees when they thought about what brands they wanted to be carried and what our private brands should be about. Those were the tenets they wanted. It makes the most difference to be proud about what they are putting out every day. While we are a small country of 38 million, we are a very diverse country. It opens us up to more voices and a much more holistic offer for the customer.
“In the past, our buyers would go into the market and always start with brick-and-mortar. We always started with this is going into Queen Street. This is going into downtown Vancouver, and there were good bets out of that. Then when you thought of COVID[-19], city center changed,” as people relocated and lifestyles changed. With new data from the online marketplace, “Now you could take digital insights to understand what was happening in a postal code” and make better buying decisions.
“We will move rapidly well above seven, based on what the split has enabled us to do — the ability to leverage people, product and place, and drive a better business.” Mango, the Barcelona, Spain-based fashion brand, is on TheBay.com, as well as in 52 Hudson’s Bay stores for women’s, and 40 that sell Mango men’s. “It is our number-two-searched brand at TheBay.com,” Janney said. “Canadians love Mango. We will continue to expand it into more doors.”
“It was about reshaping to relevant product and I would say we have narrowed [that product]. We have strategic brands that are big partners, the brands where we have opportunity because customers want to see more of it, where they can see all aspects of Adidas, all aspects of Mango.” Merchandise is imported through ports in Quebec and Vancouver, as well as in Los Angeles and Seattle before being shipped to Vancouver.
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