Hudson’s Bay has announced SHOP_BLK, a webpage on thebay.com that leads customers to shop with Black-owned brands.

The company is the first department store in Canada to sign the Fifteen Percent Pledge, an initiative created to encourage retailers and major corporations to dedicate 15 per cent of their shelf space to Black-owned and Black-led businesses, according to a statement.

“As the first department store in Canada to sign the Fifteen Percent Pledge, we have prioritized a commitment to ensure the products and experiences we offer at Hudson's Bay reflect the diversity of our customers, associates, and communities in Canada," Sophia Hwang-Judiesch, president at Hudson's Bay, said in a statement. "SHOP_BLK delivers the ease of shopping (with) incredible Black-owned and Black-led brands through a dedicated curation, inspiring customers to support the brands they love and encourage discovery for those they haven't been introduced to yet.”

To celebrate the launch, the two companies hosted a launch event at The Bay’s flagship store on Queen Street in Toronto. A pop-up shop was unveiled for in-person customers.

Black brands available include: Balmain, Brillcool, City Chic, Ellie Bianca, Good Man Brand, Heron Preston, ISRAELLA KOBLA, Kaela Kay, Loola Cosmetics, Maison Jiji, Monoxide, Oma The Label, Saint Lyon, SIMKHA Biocosmetiques, Skindew, Sully & Son Co., Yo Mama's Foods, LaQuan Smith, and more.

The launch party was moderated by Vanessa Craft, global head of lifestyle and education at TikTok and featured keynote speaker Aurora James, who is the creative director and founder of luxury accessories brand Brother Vellies. James also founded the Fifteen Percent Pledge.

George Sully, designer and founder of Black Designers of Canada; Emefa Kuadey, a fashion engineer and founder of ISRAELLA KOBLA; and Tyler Ferguson, owner and lead designer at Monoxide, were all present and discussed the importance of Black equity in Canada.

“Our partnership with Hudson's Bay has been instrumental in supporting Black entrepreneurs throughout Canada,” James said in a statement. “I am so excited that shoppers will have the opportunity to browse all of the incredible brands represented within SHOP_BLK and play their part in supporting and uplifting Black business owners.”