What: The newly created digital arm of The Hudson Bay opens a first pop up in Canada.

Why it is important: It is all about brand recognition and equity to promote the Hudson’s Bay brand as a household name in North America.

The Bay, the e-commerce arm of The Hudson Bay, has opened a popup shop at the Canadian shipping container market, with brands such as Saint Laurent, Google, Herschel or Ugg. It is packed with tech solutions such as QR code scans to pay for purchases, Buy Now Pay Later services, etc..

It is aiming to be a thoroughly curated selection of gift ideas and probably as a way to increase the visibility of the Hudson Bay’s marketplace which has been launched early 2021. Hudson’s Bay also separated its e-commerce activities from brick & mortar in August this year. While Hudson’s Bay remains responsible for the stores, The Bay is in charge of brand direction, marketing, buying, planning and technology for both companies.

The Bay opens a tech-enabled holiday pop-up