Hudson’s Bay Company has appointed a new captain to take the helm and trim the sails of the 100-outlet department store chain.

George Heller, who started out with the Bay in the 1960s, was named president and chief executive officer of HBC late last month, following the abrupt resignation of William Fields. Heller most recently served as president of HBC division Zellers and has largely been credited with invigorating the chain of discount department stores.

‘The thing that has impressed people most with what Heller did at Zellers was his ability to go in there quickly, identify a vision, marshal the forces behind him, and make things happen,’ says John Torella, a retail analyst at the J.C. Williams Group in Toronto.

‘The criticism of Fields was ‘Hey, you’re three years into your mandate, and what is happening with the Bay? What is its vision?”

Peter Dzendoletas, an analyst with Thomas Consultants International in Unionville, Ont., says the Bay was likely getting impatient with the lack of a decisive strategy, especially since its retailing rival, Eaton’s, looks vulnerable.

‘He’s the person who’s got the ability to start things and get them done. People have been wondering why nothing is happening at the Bay, particularly when Eaton’s looks weak. But the performance of Zellers has been fine, which suggests that Heller might have the tools to turn the Bay around.’

Heller has been replaced at Zellers by Thomas Haig, a retail veteran who has worked with Kmart Canada, Eaton’s, and the Bay. Haig was previously vice-president, merchandising and marketing with Zellers.