Canadian Tire Expands Collaboration with Hudson’s Bay Legacy and Indigenous Fund
In a move that intertwines retail history with Indigenous-led reconciliation efforts, Canadian Tire has announced it will begin selling the iconic Hudson’s Bay point blankets. The initiative is part of an expanded partnership that guarantees ongoing financial support to Indigenous communities through the Gord Downie & Chanie Wenjack Fund, with proceeds directed to Oshki Wupoowane, The Blanket Fund. The company has committed to donating at least $1 million annually to grassroots Indigenous organizations and cultural, artistic, and educational projects.
A Strategic Reframing of a National Symbol
Hudson’s Bay point blankets have long been a recognizable Canadian symbol. Canadian Tire acquired Hudson’s Bay Company’s intellectual property—falling under the company’s historic stripes and branding—for $30 million earlier this year as part of HBC’s wind-down. While the collection of art, artifacts, and archives remains separate and set for upcoming auctions, the sale of the blankets themselves now becomes a vehicle for meaningful, year-long support for Indigenous-led initiatives.
Where the Proceeds Go
The Blanket Fund, established in 2022 in collaboration with the Gord Downie & Chanie Wenjack Fund, was designed to advance truth and reconciliation through financial grants. The fund’s original promise was to allocate 100% of net proceeds from the sale of HBC point blankets to Indigenous projects. Under Canadian Tire’s expanded partnership, the fund’s reach is broadening, with a guaranteed minimum of $1 million each year for grants. These grants will empower grassroots Indigenous organizations as well as one-time cultural, artistic, and educational projects that illuminate Indigenous cultures and histories.
How This Partnership Fits a National Conversation
Canada’s ongoing reconciliation journey has highlighted the need to address historical injustices while promoting cultural preservation. By continuing the Blanket Fund under a major national retailer, the partnership creates a high-visibility pathway for consumers to contribute to Indigenous communities. Canadian Tire’s leadership emphasizes stewardship and accountability, underscoring the retailer’s responsibility to handle a symbol tied to Canada’s colonial past with care, transparency, and a commitment to positive social impact.
Statements from Leadership
“We are exceptionally proud to be the stewards of HBC’s legacy — and as one of the nation’s longest-standing companies, we don’t take the responsibility lightly,” said Greg Hicks, President and CEO of Canadian Tire. “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.”
Future Implications for Communities and Shoppers
For shoppers, the initiative offers a tangible link between a familiar retail experience and Indigenous-led initiatives. The blankets aren’t just a product; they become a conduit for cultural education, artistic expression, and community support. For Indigenous organizations, the ongoing funding promises stability and an enhanced ability to plan and execute programs that might have otherwise faced funding gaps. The collaboration also aligns with broader corporate responsibility trends, where brands aim to integrate social impact into product lines and brand storytelling.
Looking Ahead
As the retail landscape evolves, Canadian Tire’s decision to sell the Hudson’s Bay point blankets within a framework of reconciliation signals a broader industry shift. The partnership, while preserving a piece of Canada’s commercial history, reframes it as a catalyst for cultural preservation and Indigenous empowerment. If successful, the program could become a model for other brands seeking to balance heritage with responsible philanthropy.
