Canadian Tire says Canadians won’t have to wait too long to see the first changes to the Hudson’s Bay brand after its recent $30 million acquisition of the retailer’s intellectual property — including the iconic HBC stripes.

CEO Greg Hicks told investors that the public’s reaction has been “overwhelmingly positive” and that the company’s focus is on “being right rather than fast” when it comes to reimagining the heritage brand. The first “fun initiatives” are set to roll out in the fourth quarter of 2025, with a full product presence launching in the second half of 2026.

Canadian Tire bought the brand rights in June as part of Hudson’s Bay Company’s efforts to pay down about $1 billion in debt. While Hicks wouldn’t spill details on exactly what’s coming, he says the team is “excited to continue the HBC story.”

Financially, Canadian Tire saw revenue rise 5.2% year-over-year to $4.2 billion in Q2, though net income slipped to $188.3 million from $232 million.