Only a day after reporting that Hudson Bay Company owner, Richard Baker, was in hot waters with his flailing retail purchases, The Bay announced a cut back of 1,000 jobs. This cut is part of a restructuring The Bay is undergoing, claiming it will refocus the department store. I’m not quite sure how you can offer better service if department staff are taking the axe though.

Today, the Globe and Mail reports that The Bay is relying heavily on the Vancouver 2010 Olympic Games to boost sales. The Bay is the official company  who will be dressing the Canadian Olympic team and will reveal their corporate logo for the Winter Games next week.

Exactly how patriotic will Canadians be about the Winter Games of 2010? The Bay had released official Olympic products for the Beijing Games last year, and failed to make any significant retail waves. Jeff Sherman, HBC’s CEO, acknowledged the shortcomings of last year’s fashion flop and promised to “not make those mistakes again.” They’re apparently working on “sought-after designs” that should have better retail longevity.

What HBC really hopes to accomplish is to reproduce Roots’ Olympic success. According to the Globe and Mail back in Oct:

The Olympics work had helped put Roots on the world map after its poor boy cap created a sensation – and a selling frenzy – at the 1998 Nagano Winter Games.

Since then, Roots had been the official outfitter for the U.S. Olympic team until last year when famed American designer Ralph Lauren designed the team’s jackets. The collaboration also proved fruitful as sales were still strong on the retail floor even after the Beijing Games were done.

Were HBC have made a collaboration with a Canadian fashion brands like Pink Tartan or DSquared, as Adidas made with Stella McCartney, that could help boost visibility for The Bay with their exclusive Olympic line.

Last year’s fashion flop – Who would actually wear these?

Another problem are the numerous licensees who are developing other Olympic products as listed by Vancouver Sun in February 2008. The list of products also include clothing apparel, which could place it in direct competition with The Bay’s designs. Although, Olympic Canadian fashion doesn’t really whip up my style senses into a frenzy.

With the news of the global recession, the implementation of Lord & Taylor into the Canadian market has been scraped for now. It will be a slow and painful process for Richard Baker to turn around two department store chains in 2 different countries.

Image credits: HBC, official Vancouver2010.com muk muk plush