The Bay Announces "La Collection" and Sparks the Fashion Flame across Quebec

    A new reality based TV series inspires the Bay's own fashion forward
    Apparel label for women

    MONTREAL, April 17 /CNW/ - The Bay steps into the spotlight with its
newest venture, La Collection - the TVA collaborated television series. Making
its debut on April 22nd, 2009, this unique broadcast collaboration and
groundbreaking initiative brings fashion and entertainment together in a whole
new and exciting way.
    Forging a new variety of branded entertainment, North America's most
iconic retailer, the Bay, and North America's largest French language TV
network, have come together to offer a new perspective, not only of fashion
and entertainment, but to designs arts in Quebec. This program signifies the
Bay's commitment and support to the fashion industry in Quebec - with the
winner awarded a $100,000 salary position as Creative Director for The Bay
along with the once in a lifetime opportunity to design the complete Fall 2009
La Collection clothing line.
    "La Collection will be a catalyst to engage fashion consumers across
Quebec will their own rising stars," said Bonnie Brooks, CEO the Bay, "Quebec
is rich with fashion talents, and we at the Bay, are proud to offer a platform
for them to shine."
    The winner of La Collection will have to beat the other 9 contestants in
a battle to dress top TV stars. Each week, the participants will be challenged
to design and produce apparel for top stars on impossibly shorts deadlines.
The designers will be evaluated by a jury of industry professionals as well as
viewers at home.
    "We are thrilled about this collaboration with the Bay to bring La
Collection, to our viewers", said Pierre Dion, President and CEO of TVA Group.
"This partnership with the Bay is a new and exciting direction for television
    La Collection brand apparel will be available at Bay stores throughout
Quebec, launching in store for Spring 2009 to coincide with the TV series
debut. Developed by The Bay, La Collection will reflect true contemporary
style, offering fashionable, up to date options for a woman who is interested
in great style, quality and value. Throughout the 8 week competition, winning
designs from the series will be available to consumers at Bay stores across
Quebec under the La Collection label, within days of the broadcast.

    The Hudson's Bay Company, the Canadian retail entity of Hudson's Bay
Trading Company (HBTC), is Canada's largest diversified general merchandise
retailer. Founded in 1670, The Hudson's Bay Company operates The Bay, a major
department store, Zellers, a mass merchandise format, Home Outfitters, a
kitchen, bed and bath specialty store, and value-priced Fields stores. With
more than 600 retail outlets and over 60,000 associates in Canada, The
Hudson's Bay Company banners provide Canadians with stylish, quality
merchandise at great value and with a dedicated focus on exceeding customer

    The Hudson's Bay Trading Company (HBTC) is a leading North American
retailer with key banners spanning Canada and the United States. Hatch's
Canadian retail entity, The Hudson's Bay Company, operates The Bay, a major
department store, Zellers, a mass merchandise format, Home Outfitters, a
kitchen, bed and bath specialty store, and value-priced Fields stores. In the
US, HBTC's banners include Lord & Taylor, an upscale specialty retailer with
47 stores in nine states and Creative Design Studios, the design and
manufacturing division that creates branded collections for customers
throughout North America and internationally.

For further information:

For further information: Laurie Zakreski, Zak Communications, (514)
448-2606,; Victoria Zigelman, The Bay, Public Relations,
(416) 216-7622,

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