In 1964, most stores under the HUDSON'S BAY COMPANY banner were rebranded as THE BAY, with the English logo (on the left) appearing in 1965. In 1972, Quebec stores previously sporting the Morgan's banner were converted to LA BAIE ["luh bay"]. That logo is seen on the right. Acquisitions were carried out between 1978 and 1993, with the Simpson's and Woodward's chains being absorbed into the HUDSON'S BAY COMPANY. HBC stores would eventually operate in Alberta, British Columbia, Manitoba, New Brunswick, Nova Scotia, Ontario, Quebec and Saskatchewan.

In March 2013, all THE BAY and LA BAIE stores became officially known as HUDSON'S BAY or LA BAIE D'HUDSON.