Hudson's Bay, Transcontinental ink $350 million deal

Printer Transcontinental and Hudson's Bay Company have agreed to an exclusive $350 million, five-year contract for all flier and catalog printing, database analytics, custom publishing and, in select regions, flier distribution.

The contract covers Hudson's Bay's marketing for Zellers, The Bay, Home Outfitters and Hbc Loyalty Programs. It begins Feb. 1.

Transcontinental, Montreal, has had a 30-year relationship with Zellers as its flier printer. The printer's expansion of its product and service offering in the past several years has yielded a more comprehensive relationship, serving more of the marketing needs of all divisions of Hbc, Toronto, as the retailer supplements its fliers with more one-to-one marketing initiatives. Of the $350 million covered by the contract, $75 million is new business.