Hudson's Bay Co. to outfit Canadian Olympic teams through 2012

Hudson's Bay Co. beats out Roots to outfit 2006 Canadian Olympic teams through 2012.

Olympic officials have chosen Hudson's Bay Co. to outfit Canada's Olympic team for the next four Olympic Games, ending the recent domination by that other well-known Olympic clothier, Roots.

The agreement between the Vancouver Organizing Committee and the Hudson's Bay Co. is worth more than $100 million.

Representatives from the organizing committee and the Canadian Olympic Committee reviewed submissions from 12 companies, including Roots, that responded to a request for proposals.

Hbc was chosen as the unanimous winner.

"We are delighted to be working with Hbc [Hudson's Bay Co.] which has a long tradition of supporting Canadian sport and athletes," said John Furlong, the CEO of the Vancouver Organizing Committee.

Hudson's Bay Co. outfitted all of Canada's Winter Olympic teams from 1936 to 1968. But recently, Roots has been given that honour.

Roots outfitted Team Canada at the Olympics in 1998, 2000, 2002, and 2004 and made millions marketing its popular Olympic clothing lines to the public.

The Hbc contract has the potential for Canadian Olympic organizations to make "significantly more money" than any previous deal, according to Dave Cobb, senior vice president of revenue, marketing and communications at the Vancouver Organizing Committee.

Hbc said it will provide coats, jackets, sweaters, shirts, pants, shoes, toques, scarves and gloves for the 2006 team, as well as luggage. The company said it will consult with "world-class design partners" as well as the athletes.

Hbc will also outfit volunteers for the 2010 Olympic and Paralympic Winter Games in Vancouver.

As of November, more than 500 Bay, Zellers, Home Outfitters, Designer Depot and Fields stores across Canada will have "Olympic Shops" to exclusively sell Olympic-related clothing and luggage products in Canada. The partnership agreement runs until the end of 2012.