Canadian Tire Expands Tie-In with Hudson’s Bay Legacy
In a move that fuses branding with philanthropy, Canadian Tire has announced plans to begin selling the iconic Hudson’s Bay point blankets. The retailer is expanding its partnership with the Gord Downie & Chanie Wenjack Fund, pledging to channel the net proceeds to support Indigenous-led initiatives through Oshki Wupoowane, The Blanket Fund.
The expanded collaboration guarantees at least $1 million annually to fund grassroots Indigenous organizations and one-time grants for cultural, artistic, and educational projects. The commitment marks a significant continuation of the Blanket Fund, which was created to advance truth and reconciliation efforts in Canada.
Background: From Iconic Textile to Reconciliation Fund
Canadian Tire acquired Hudson’s Bay Company intellectual property, including the well-known striped point blanket, earlier this year for $30 million as part of HBC’s wind-down. While the deal covered branding elements, it did not include HBC’s art, artifacts and archives, which will be auctioned in the coming months. The Hudson’s Bay point blanket has long stood as a Canadian symbol, but it carries a complicated history tied to colonial trade practices and, according to oral histories, to the spread of smallpox in Indigenous communities centuries ago. The Blanket Fund’s mission is to acknowledge that history while supporting Indigenous resilience today.
The Blanket Fund and Indigenous-Led Grants
Launched in 2022, the Blanket Fund started with a $1 million investment from the Hudson’s Bay Foundation and committed to directing 100% of the net proceeds from the sale of Hudson’s Bay point blankets toward Indigenous initiatives. Under the renewed agreement, Canadian Tire will act as steward of the fund alongside the Gord Downie & Chanie Wenjack Fund, ensuring that grant-making aligns with Indigenous leadership and sovereignty.
Grant recipients will be selected by Indigenous organizations and communities, focusing on grassroots efforts that foster cultural preservation, language revitalization, education, and economic opportunity. The program also supports one-time projects that spotlight Indigenous arts, storytelling, and cultural education for broader Canadian audiences.
Corporate Responsibility and Public Dialogue
Greg Hicks, President and CEO of Canadian Tire, framed the partnership as a careful, responsible stewardship of a national symbol. “The Hudson’s Bay Point Blanket is a Canadian symbol with a complex history, and through our deepened relationship with the Gord Downie & Chanie Wenjack Fund, we are committed to ensuring its cultural preservation and meaningful reconciliation for generations to come,” Hicks said. The company’s stance reflects a broader trend where retailers confront legacies of colonialism while pursuing social impact, transparency, and accountability.
Advocates say the initiative provides a constructive platform for education and reconciliation. By directing proceeds to Indigenous-led programs, the fund emphasizes self-determination and community-defined priorities, aligning commercial activity with tangible social outcomes.
What this Means for Shoppers and Communities
For consumers, the program offers an opportunity to participate in reconciliation efforts simply by purchasing a blanket. The sales will be designed to celebrate Indigenous culture and history, while the financial benefits support community projects that might otherwise struggle for funding.
As the Blanket Fund grows, it may also serve as a case study for how large retailers can balance brand heritage with responsible corporate citizenship, especially when dealing with symbols embedded in a contested history. The collaboration highlights the importance of Indigenous leadership in shaping how cultural symbols are used, remembered, and reinterpreted.
Looking Ahead
With a committed annual minimum of $1 million, the partnership signals a long-term investment in Indigenous communities. It also invites ongoing public dialogue about reconciliation, cultural preservation, and the evolving meaning of historical objects in contemporary Canada.
