Hudson's Bay Company's Drake General Store Pop-Ups Target Young Consumers

By: Jana Pijak - Jul 21, 2015
References: drakegeneralstore & marketingmag
Gracing 12 department store locations across Canada, Hudson Bay Company's Drake General Store pop-up shops target a youthful demographic. While Hudson's Bay Company's target demographic is often a more mature consumer, its recent re-branding efforts aim to celebrate heritage while simultaneously attracting a more urban and millennial demographic.

Toronto's famed Drake General Store -- an extension of hipster hangout The Drake Hotel teamed up with Hudson's Bay Company last year in a venture that saw the launch of various pop-ups of the popular novelty shop. In addition to specializing in decor that is synonymous with Canadiana, Drake General Store is also a source for fashions, stationary supplies and signature art pieces that are crafted by local artisans.

Though seemingly different -- Hudson Bay Company's commercial values oppose Drake General Store's indie vision -- the retailers are both connected by their Canadian heritage.