http://www.nationalpost.com/story.html?id=665085
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Bay, Zellers beyond fixing
Would-be saviours should treat HBC as a real estate play
Sean Silcoff, Financial Post Published: Saturday, July 19, 2008
Split the Bay chain into entities based on store type and package them off to different buyers.Chris Wattie, ReutersSplit the Bay chain into entities based on store type and package them off to different buyers.
I once toured the Bay's downtown Toronto store with the chain's then-president, Ira Pickell. He was a brash, accomplished American retailer, a bulldog of a man who promised to bring big, bold statements to store aisles. "We either do plaid," he said before booming in a Brooklyn accented voice, "Or we DO PLAID!"
That was more than 10 years ago, and it's a safe bet there hasn't been a shopper since who has yelled with excitement in a Bay store (Mr. Pickell lasted a year). At the time, parent Hudson's Bay Co. was led by William Fields, an aloof former top Wal-Mart executive. He gave way to George Heller, a former top executive at Bata and Bay sister chain, Zellers. Mr. Heller parted when the late U. S. billionaire Jerry Zucker bought HBC in 2006. Now there is a new U. S. owner, NRDC Equity Partners, led by real estate scion Richard Baker and CEO Jeffrey Sherman, past president of Blooming-dale's and Polo Retail Group.
Canada's oldest company has not lacked for big-name buyers, executives or fix-it plans. But despite much tinkering, there is little to show. In all that time HBC has failed to shake the moribundity out of the Bay or dreadfulness from Zellers. What it has lacked is the will at the top ranks to do the right thing: blow up the company.
Pardon my heresy. But if you're into the heritage, read the Peter C. Newman books or visit the archives in Winnipeg.
Somehow, a decade after The Great Turnaround Era started at HBC, the Bay is still a crummy department store. Everything it sells, somebody else does a better job of selling. Electronics, furniture -- why bother? It's an OK place to buy cosmetics, kitchenwares, clothing chocolates, but has no identify or raison d'etre. Customers love the stuff at Lululemon, the bargains at Dollarama, and, apparently, the coffee at Tim Hortons. What does anybody love about the Bay? Zellers, meanwhile, is a great place to get away from the crowds at Wal-Mart, which sells more of the same stuff, in better locations, backed by superior systems and capital spending.
HBC's would-be saviours have treated it as a retail turnaround story. Instead, they should have treated HBC as a real estate play. The answer has seemed obvious for years: split the 98-store Bay chain into two or three different entities based on store type, and package them off to different buyers. Same goes for Zellers, which has 280 stores -- way too many, considering many are small, poorly located or both.
Mr. Baker still sees value in HBC's "tarnished" brands, but at least he has a few good ideas. NRDC owns the Lord & Taylor chain, which despite having little name recognition in Canada, is different and upscale, and should perform well if he sticks to putting 10 to 15 of them in existing HBC space. It sounds like he thinks Zellers should be split into two chains, differentiated by size, which is a start.
"It's clearly two different format stores running under the same banner," he says.
As for those giant downtown Bay stores, he says, put two or three of our banners in and use the rest of the space for clubs, restaurants and offices. "We are making the box more efficient," he says. He's not shy about saying the assortment, service and "price-value equation" must improve.
But his overall plan is to "reinvent the department store in Canada." Good luck to him. Putting it out of its misery would be a better idea.