The Bay and AHAVA: A Marketing Decision

What follows is a community update that was sent on January 13 regarding Ahava products at The Bay.

This statement was jointly issued by Bonnie Brooks, Chief Adventurer & CEO, Hudson’s Bay Company, UJA Federation of Greater Toronto and Moshe Ronen, National Chair, Canada Israel Committee.

Last week, after a regularly-scheduled review of the products it offers, the Hudson’s Bay Company (HBC) discontinued sales of AHAVA beauty products, primarily because of sales results which had been declining for several years.

Although this decision was made by HBC solely for commercial reasons, it occurred at the same time as an aggressive campaign by several groups advocating a boycott of AHAVA products. At no point did political considerations enter into the exercise of HBC's business judgment. HBC has made it clear that it has not “bowed to political pressure” in the past, has not done so now and will not do so in the future. HBC neither subscribes to nor endorses politically-motivated boycotts of merchandise from countries with which Canada has open and established trading relationships, including Israel.

AHAVA products will soon be reformulated and redesigned as a totally changed brand. The new AHAVA products will be ready by mid-spring and are planned to be re-launched at HBC stores across Canada. We encourage consumers across Canada to purchase those products as soon as they are available.

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