Canadian retailer puts its brand under review

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TORONTO--One of Canada's best-known retailers has put its brand, its stores and even its name under a comprehensive review as Hudson's Bay Co. looks to the future of its department store chain, The Bay.

Agency Perennial Design Co., Toronto, is working with 329-year-old Hudson's Bay to look at virtually everything about the department store chain, which is considered a Canadian icon. "We will start implementing changes by mid-June," says spokeswoman Shawna Rossi. "We're looking at ways to best serve our customers."

Under serious consideration is changing the name of the stores to simply HBC, which was the company's name in its earliest days. "It's not by any means decided," says Ms. Rossi, who estimates there's a 50% chance The Bay name will change. Fuel Advertising, Toronto, continues handling the retailer's advertising and is expected to develop creative following any image revamp.

Copyright February 1999, Crain Communications Inc.

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