Canadian Tire Corporation is investing $200 million in its Mark’s retail banner through 2028, as it expands a redesigned store format aimed at growing its casual apparel business and attracting new customers. The latest development is the opening of the brand’s largest location to date in Thunder Bay, Ont., measuring more than 36,000 square feet.
The investment will support the rollout of Mark’s Bigger, Bolder, Better store concept, with Canadian Tire planning to have 40 of the banner’s 387 locations either newly opened or converted to the format by the end of 2028. The initiative is part of Canadian Tire’s broader four-year True North growth strategy, which includes $2 billion in planned capital investment across the corporation.
New store format drives expansion strategy
Canadian Tire said the redesigned Mark’s locations have delivered strong results since the first stores opened, becoming an important contributor to the banner’s growth. The format is intended to strengthen the retailer’s casualwear business while building on its established industrial workwear category, with more space for national and private-label brands.
“Mark’s is a great example of True North in action,” said TJ Flood, COO, Canadian Tire Corporation. “When something’s working, we back it. The Bigger, Bolder, Better stores are bringing new customers to Mark’s and delivering strong results, and this investment lets us bring that experience to more communities across the country.”
Mark’s currently operates 21 locations in the new format across Alberta, British Columbia, Manitoba, Ontario and Quebec. In 2026, the retailer has opened new stores in Calgary, Edmonton, Lloydminster, Sarnia, Guelph and North Bay, in addition to the Thunder Bay location. One more opening is planned before the end of the year.
The company expects the expanded rollout to reach both major urban centres and regional Canadian markets, bringing the redesigned shopping experience to more customers.
“For nearly 50 years, Mark’s has built a deep understanding of the ways Canadians live and work,” said PJ Czank, president of Mark’s. “The strong response to our new stores gives us confidence to bring the experience to even more Canadians. We’re creating more choice, bringing more great brands to our customers, and building a better shopping experience for the future.”
Thunder Bay location expands merchandise offering
The new Thunder Bay store spans more than 36,000 gross square feet and features a larger footprint, expanded merchandise selections, upgraded fitting rooms and a new service model. The location also incorporates additional omnichannel shopping options as part of the retailer’s efforts to connect its physical stores with its online business.
Its merchandise offering includes expanded casualwear and workwear selections, along with dedicated shop-in-shop areas featuring brands such as Columbia, Silver Jeans, Carhartt, Timberland and Levi’s. Canadian Tire said Mark’s is Canada’s largest seller of the Levi’s denim brand.
The expanded format is also intended to increase the retailer’s appeal beyond its traditional industrial workwear customer base. Canadian Tire said the new stores have generated particularly strong responses from women and younger shoppers.
New customer acquisition at the redesigned locations is up nearly 50 per cent, compared with 7.5 per cent across the remainder of the Mark’s store network, according to the company.
The retailer is also expanding its casual apparel assortment through national brands and its own labels, including Wind River and Denver Hayes. The strategy is intended to introduce Mark’s to a broader customer base while maintaining its established position in industrial workwear.
Refreshed brand positioning accompanies store changes
Alongside the physical store changes, Mark’s is introducing a refreshed visual identity and brand positioning under the Better everyday platform. The company said the positioning reflects its focus on products, solutions and shopping experiences designed around how Canadians live and work.
The investment in Mark’s is part of Canadian Tire’s True North strategy, a four-year plan centred on data-driven customer relationships, growth in its core retail businesses, expansion of the Triangle Rewards loyalty ecosystem and targeted capital allocation.
The broader strategy includes investments in updated retail formats intended to improve sales, margins and customer experience. Canadian Tire said the increased spending on Mark’s reflects the banner’s track record of returns and the opportunity to increase its share of the casual apparel market.
By the end of 2028, the company expects approximately 40 of Mark’s 387 stores to be new or converted to the Bigger, Bolder, Better format, extending the redesigned concept across additional Canadian markets.
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