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Off-Target: How a U.S. retail giant misread the Canadian market

On paper, at least, Target Corp.’s ill-fated 2011 decision to enter Canada by paying $1.8 billion for the leases of a few hundred Zellers stores seemed like a no-brainer. Canada, unlike the U.S. at the time, was a bastion of economic opportunity—or so it appeared. Our banks were healthy, house prices were rising and consumers were spending more on clothing and housewares than ever before. Best of all, Target’s own research showed that as many as 10 per cent of Canadians were already crossing the border to shop in its sprawling, red-and-white U.S. stores, and that 70 per cent were familiar with its “cheap chic” brand.

via Off-Target: How a U.S. retail giant misread the Canadian market.

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