Canadian Tire will begin selling the iconic Hudson’s Bay point blankets and continue the program that donates proceeds to Indigenous-led initiatives, marking the first major product launch since acquiring the Hudson’s Bay intellectual property earlier this year.
The retailer announced that it will direct 100 percent of the net proceeds, and at least $1 million annually, to support Oshki Wupoowane | The Blanket Fund, a national initiative administered by the Gord Downie & Chanie Wenjack Fund (DWF). The fund provides grants that empower Indigenous communities through cultural, artistic, and educational projects.
Expanding a Legacy of Reconciliation
The partnership builds on the original initiative launched in 2022 by Hudson’s Bay Company as part of its truth and reconciliation journey. The program was created after consultation with Indigenous organizations and community leaders across Canada. Its aim was to transform the legacy of the Hudson’s Bay point blanket, an enduring national symbol tied to both cultural identity and colonial history, into a source of meaningful action.
Under the new arrangement, Canadian Tire will assume stewardship of the program and guarantee the continuation of its funding. Should annual sales of the blankets fall short of $1 million in net proceeds, the retailer will make up the difference.
“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 Corporation, in the announcement.
Continuing the Work of The Blanket Fund
Since its launch, The Blanket Fund has distributed more than $1.1 million in capacity-building grants that help grassroots Indigenous organizations grow sustainably, and $690,000 in reconciliation action grants that support one-time projects connecting Indigenous and non-Indigenous communities through arts, education, and culture.
With the Hudson’s Bay retail operations shuttered earlier this year, the program’s future had been uncertain. The new partnership with Canadian Tire ensures continuity, with a $1 million guaranteed minimum contribution each year, significantly exceeding past annual donations from Hudson’s Bay Foundation.
In consultation with Indigenous communities, DWF developed a participatory granting model that involves applicants directly in the funding selection process, ensuring decisions reflect community priorities.
The Iconic Hudson’s Bay Blanket Returns to Store Shelves
Canadian Tire confirmed that the Hudson’s Bay point blankets will soon be available in its stores in a limited initial run, with more to follow. For now, the blankets will be sold in-store only, not online.
The blankets will continue to be manufactured by A.W. Hainsworth, a Yorkshire-based mill established in 1783, using the same production methods and wool quality that have defined the product for centuries. The familiar multi-stripe design, introduced in the late 18th century, will return, alongside other historic colour variations.
In a conference call with analysts this summer, Hicks hinted that some Hudson’s Bay-branded products could be on shelves in time for the holidays, with a broader rollout planned for 2026.
A Complex Symbol in Canadian History
The Hudson’s Bay point blanket remains one of the country’s most recognizable consumer goods, woven deeply into the nation’s history. Its origins trace back to the early fur trade era, when the Hudson’s Bay Company used the blankets as currency to trade with Indigenous hunters, guides, and translators. The “points” stitched into the fabric indicated size and value.
While the design came to symbolize comfort and Canadiana, the blankets are also intertwined with the company’s colonial history. They evoke a period when trade and settlement expanded across Indigenous lands under the 1670 Royal Charter of King Charles II, which granted Hudson’s Bay a monopoly over vast territories encompassing much of modern Canada.
For many, the repurposing of the blanket’s profits into reconciliation efforts marks a small but symbolic act of repair.
From Heritage to Hope: A New Chapter for the Stripes
Canadian Tire’s acquisition of Hudson’s Bay Company’s intellectual property, including the distinctive four-stripe motif, was finalized earlier this year for $30 million following the retailer’s bankruptcy proceedings. The move ensures that the Hudson’s Bay legacy will live on through select products, though under new corporate stewardship.
For Canadian Tire, this represents both a commercial and cultural responsibility. As Hicks noted, the company views itself as a caretaker of one of the country’s most storied brands, and intends to ensure that its future aligns with modern Canadian values.
By pledging sustained funding to Indigenous-led initiatives, the company is signaling an ongoing commitment to reconciliation while also preserving an artifact of Canadian retail history.
