La Baie d’Hudson vend son nom et ses marques à Canadian Tire pour 30 millions

La Baie d'Hudson has sold the rights to its name and trademarks to Canadian Tire for $30 million. This strategic move allows Canadian Tire to leverage the historic brand's reputation while La Baie d'Hudson focuses on its retail operations. The agreement reflects a growing trend of companies monetizing legacy brands to enhance their market reach. This partnership is expected to revitalize La Baie d'Hudson's presence and offer Canadian Tire new opportunities to expand its market share and diversify its product offerings.