The Source Will Rebrand to Best Buy Express

The small-format consumer electronics retailer will operate through a partnership with Best Buy Canada and telecommunications company Bell.
Jacqueline Barba
Digital Editor
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Canadian tech retailer The Source will rebrand to Best Buy Express, a small-format consumer electronics retailer born from a partnership between Best Buy Canada and Canadian telecommunications company Bell.

The Source, which was acquired by Bell in 2009 when it had more than 700 physical stores, will rebrand 165 of its remaining stores across Canada and the close the rest, according to a media release. Best Buy Express locations are slated to begin opening in the second half of 2024.

The rebranded stores will sell the latest consumer electronics from Best Buy along with exclusive telecommunications services from Bell. 

Best Buy and Bell will invest in an “updated store experience” as well as an expanded product assortment, customer experience and training, per the release. In addition, the rebranded stores will offer Bell, Virgin Plus and Lucky Mobile mobility, internet, TV and home phone services.

Best Buy says the partnership will expand its presence in malls and in smaller and mid-sized communities across Canada. 

"We're excited to collaborate with Bell on this unique venture to expand Best Buy's presence to new communities across the country,” Ron Wilson, president, Best Buy Canada, said in the release. “We're very proud of our store experience and these updated small stores are sure to appeal to new and existing Best Buy customers."

"We're excited to join forces with Best Buy to deliver a ground-breaking partnership that will resonate with Canadian consumers,” added Blaik Kirby, group president, consumer and small and medium business, Bell. “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."