Heffel Fine Art Auction House has launched a new online sale featuring Olympic-themed merchandise and memorabilia from the Hudson’s Bay Company collection, continuing the court-authorized disposition of the retailer’s corporate artifacts. The HBC Olympic memorabilia auction opened today on Heffel’s website and is scheduled to close on February 19, aligning with the broader Olympic news cycle.
The sale marks the third online auction organized by Heffel to find new homes for items from the former retailer’s archives. This latest session focuses on Team Canada apparel and collectibles tied to Hudson’s Bay’s long-standing role as the country’s Olympic outfitter.
Olympic Apparel and Collectibles Headline the Sale
The HBC Olympic memorabilia auction includes a wide range of items associated with Canada’s Olympic teams. Among the most prominent pieces are Team Canada podium jackets signed by athletes, along with flag-bearer and torch-bearer uniforms from past Games. Several Olympic coats are also part of the offering.
Additional merchandise in the sale includes shearling hats, branded luggage, coins, ball caps, and scarves connected to Hudson’s Bay’s Olympic outfitting programs. The assortment reflects both the ceremonial and retail sides of the company’s Olympic involvement, spanning items worn by athletes as well as products sold to consumers.
Alongside the Olympic material, the auction also features non-Olympic collectibles drawn from the broader Hudson’s Bay corporate archive. These include Barbie dolls, teddy bears, and calendars that were once part of the retailer’s merchandise mix.
Screen shot of Heffel’s HBC Olympic collection auction
Third Phase of Court-Authorized Artifact Sales
The HBC Olympic memorabilia auction is part of a broader, court-sanctioned process to liquidate the company’s corporate collection following its bankruptcy and move into supervised proceedings. In 2025, an Ontario Superior Court judge authorized Heffel to sell approximately 4,400 artworks and artifacts from the Hudson’s Bay Company collection in order to satisfy creditors.
That mandate includes a wide spectrum of material, ranging from fine art and historic objects to branded merchandise and retail ephemera. Earlier phases of the process focused on high-value artworks, including a November 2025 auction that grossed more than $31 million and dispersed an initial group of 27 major pieces.
The current HBC Olympic memorabilia auction represents the continuation of that program, shifting the focus from institutional-grade art to consumer-facing collectibles.
Screen shot of offerings from Heffel’s HBC Olympic collection auction
Consumer-Focused Sale Timed to Olympic Interest
Compared with earlier auctions centered on fine art, this latest session emphasizes more accessible memorabilia. The offering includes a higher volume of items with lower estimates, such as coats, hats, scarves, toys, and other branded goods that reflect Hudson’s Bay’s retail heritage.
The timing of the HBC Olympic memorabilia auction is tied to the 2026 Winter Olympic Games, positioning the sale as an opportunity for collectors and fans to acquire pieces connected to Canada’s Olympic teams. Unlike the marquee live auction used for earlier high-value art sales, this round is being conducted entirely online.
Screen shot of Heffel’s HBC Olympic collection auction
Heritage Context Shapes What Can Be Sold
The ongoing auction program has also been shaped by discussions around heritage preservation. When the court first reviewed the plan to sell Hudson’s Bay artifacts, it excluded 24 items believed to be of Indigenous origin so they could be returned or donated instead of being auctioned.
Many older fur-trade-era artifacts were also safeguarded earlier, as a large portion of that material had already been donated to the Manitoba Museum in the 1990s. The pieces now being sold through Heffel come from the remaining corporate collection that the court determined could be liquidated.
By contrast, Olympic apparel and branded collectibles do not carry the same restrictions. As a result, these items are appearing in online sales such as the current HBC Olympic memorabilia auction rather than being diverted to museums or heritage institutions.
Bidding for the HBC Olympic memorabilia auction is taking place exclusively on Heffel’s website. The sale runs from today through February 19, with a range of Olympic-themed apparel, accessories, and collectibles available to bidders across the country and internationally.
As the court-authorized process continues, additional auctions are expected to follow, further dispersing the remaining Hudson’s Bay artifacts into private and institutional collections.
