New American owners plan to freshen up the Bay, Zellers
Hudson’s Bay Co. sold
TORONTO — The Hudson’s Bay Co. has been bought by the owner of upscale American department store chain Lord & Taylor, which plans to expand its brand into Canada and give a fresh approach to both the Bay and Zellers.
HBC, which has a 338-year history that contributed to the exploration and development of large parts of Canada, has been under American ownership since 2006, when it was bought for $1.1 billion by entrepreneur Jerry Zucker.
Since Zucker’s death in April, there had been speculation that HBC would be sold.
The buyer, New York-based NRDC Equity Partners, plans to give HBC operations a major facelift that will expand on the behind-the-scenes work that Zucker had initiated.
NRDC launched a similar plan in 2006 when it acquired the Lord & Taylor group for $1.2 billion in cash and took a bottom-up approach to reworking the image of the company.
NRDC also owns Fortunoff jewellery stores and Creative Design Studios home-decor chain.
The value of the deal hasn’t been publicly disclosed, but representatives for the Bay and NRDC have said it’s “slightly” higher than the initial sale price of $1.1 billion two years ago.
The combined company, to be known as the Hudson’s Bay Trading Co., has 75,000 employees and annual sales totalling more than US$8 billion.
Richard Baker, a principal with the new owner, becomes CEO of Hudson’s Bay Trading Co. and 38th governor of the Hudson’s Bay Co. He said NRDC will make a new investment of $500 million in the project.
“Enormous potential exists by upgrading the offerings at both the Bay and Zellers and by bringing Lord & Taylor, Fortunoff & CDS into the mix,” Baker said.
He said Lord & Taylor is set to launch 10 to 15 stores in Canada, filling a gap in the Canadian retail landscape between the mid-market Bay department stores and the more upscale Holt Renfrew chain.
“We are not closing any Bay stores to open up Lord & Taylor, and the primary focus is to improve the Bay business,” Baker said in an interview.
Those improvements include bringing in more outside brands, improving customer service and broadening product selection, he said, noting that the company will adopt a more competitive approach to gaining market share.
Zucker’s widow Anita Zucker, chairwoman and CEO of the InterTech Group, said NRDC was an excellent fit for the company, with their strong background in retail and real estate.
“The InterTech Group now turns to other global opportunities to continue to build and strengthen our portfolio of companies,” she said in a statement.
Since the demise of the legendary Eaton’s chain, the Bay’s main direct competitor has been Sears department stores owned by Sears Canada Inc. (TSX:SCC), which acquired a few of the Eaton’s locations and added them to its existing chain.
Prior to that, the Canadian department store chain underwent a period of consolidation — including HBC’s acquisition of the Woodward’s and Simpsons chains — that left very few retailers offering the Bay’s broad range of fashion, jewelry, housewares, appliances, furniture and electronics.
“In Canada, the Bay has not had to deal with a lot of competition so we believe they haven’t been as aggressive and focused on service and price and the quality and selection of the merchandise as they could be,” Baker said.
With the plan, the Bay could wind up having several stores, such as a Lord & Taylor location or Fortunoff jewelry store under its roof.
“Many of the (existing) stores are oversized and we think that by bringing in other brands within the box we can make the stores more efficient,” Baker said.
Reworking the face of Hudson’s Bay Co. comes two years after Baker and his team gave operations at Lord & Taylor a fresh coat of paint, revamping everything from advertising to the look of bags and boxes shoppers took home.
“We worked with the vendors in order to bring in all kinds of new brands that weren’t presently sold at Lord & Taylor and we moved the business up-market that way,” Baker said.
“There’s tremendous opportunities at the Bay in order to modify the offering in order to be attractive to a larger segment to the population.”
Zellers — a national discount department chain similar to Target in the United States — will undergo a similar initiative with a focus on lower priced options aimed at creating a “more exciting place to shop,” Baker said.
“Jerry Zucker and his team did a phenomenal job over the last two years, but they were doing a lot of back-of-the-house inventory optimization,” he said. “You can’t just tinker in the background to be more efficient. You have to drive the top-line.”
While Baker denied that any of the Bay locations will switch signs to Lord & Taylor that plan might change, suggested Richard Talbot, the chief executive of retail watcher Talbot Consultants International.
“Having the Lord & Taylor banner in their back pocket, they’ve got an extra option there. They could rebrand the downtown stores Lord & Taylor and keep the suburban stores as the Bay,” he said.
“Over the last couple of years under the Zucker regime, they’ve had a good look at which stores are going to work and what aren’t. They haven’t made any major changes, and that information is going to be available.”
NRDC was a minority owner along with Zucker’s InterTech Group in Hudson’s Bay Co., which was founded in 1670 and is the oldest continually operating company in North America.
As part of the new changes, the company will replace Hudson’s Bay chief executive Rob Johnston with a new leader who will be announced on Thursday. Johnston is a Montreal native who orchestrated the takeover by Zucker.
Both the Bay and Zellers will get new chief executives in the longer term.
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