HBC goes digital

As part of its digital strategy, Hudson’s Bay Company has created HBC Digital and appointed Michael Burgess as the newly created group’s president. Burgess will report to the office of the chairman.

HBC Digital will drive the digital commerce and marketing strategy and execution across all channels, in partnership with each of the company’s business units: Saks Fifth Avenue, Lord & Taylor, Hudson’s Bay and HBC Outlets.

“HBC Digital will leverage our scale and will help unlock a great deal of opportunity across all of our businesses,” said chairman and CEO Richard Baker. “As our customers’ expectations continue to evolve and the lines between digital marketing and commerce continue to blur, we feel this group not only creates near-term benefits, but also will enable HBC to become more nimble in the digital marketplace.”

“I am extremely excited about this new opportunity. Digital is transforming the shopping experience online and in store. We have a terrific team at HBC and a great opportunity to build a wonderful experience for our customers for each of our retail banners,” added Burgess.