Bell and Best Buy Canada have inked a deal on a partnership that will see the rebranding of 165 The Source locations across Canada to ‘Best Buy Express’.
“We’re excited to collaborate with Bell on this unique venture to expand Best Buy’s presence to new communities across the country. We’re very proud of our store experience and these updated small stores are sure to appeal to new and existing Best Buy customers,” said Ron Wilson, President, Best Buy Canada, in an issued statement to iPhone in Canada.
As far as product updates, it’s said that Best Buy Express will be the home for general consumer electronics and wireless plans alongside internet, TV, and home phone services. Naturally, all will be provided by Bell as well as Virgin Plus and Lucky Mobile.
It’s unclear exactly how the partnership is broken up. Of course, Best Buy is providing its name and branding for the former locations of The Source. However, it’s reported that Bell will be responsible for operating each location. Bell employees will also be on staff, yet receive training from both companies.
“We’re excited to join forces with Best Buy to deliver a ground-breaking partnership that will resonate with Canadian consumers. By combining Canada’s award-winning mobility and Internet from Bell, and converting The Source’s extensive retail footprint to Best Buy’s leading consumer electronics experience, we’re giving customers the best of all worlds for tech and telecommunications retail in Canada,” said Blaik Kirby, Group President, Consumer and Small & Medium Business, Bell.
The Source has been a fixture for Canadian consumers since 1986. At the time, the brand was under the name RadioShack. It wasn’t until 2005 that the company was rebranded to The Source by Circuit City. As history would have it, the latter portion of the name was dropped when Circuit City’s parent company InterTAN filed for bankruptcy.
Ultimately, The Source and its locations were acquired by Bell in 2009. At the time, The Source had 750 stores nationwide. As of now, there are around 300 locations. 165 of those are to be rebranded to Best Buy Express. However, the remaining stores not included in the partnership will be closed in 2024.
