Giant Tiger: A proudly Canadian success story rooted in community and affordability

CTV’s Tyler Fleming shares the story of how Giant Tiger grew from a single storefront in the ByWard Market, into one of Canada’s most recognizable retailers.

Born in the heart of the nation’s capital more than six decades ago, Giant Tiger has grown from a single storefront into one of Canada’s most recognizable retailers, anchored by a simple, enduring goal: serving the community.

Founded by Gordon Reid on May 3, 1961, the first Giant Tiger opened in Ottawa’s ByWard Market with a promise to deliver value to Canadians. That core mission continues to drive the company today as it prepares to celebrate another Canada Day as a proudly Canadian-owned and operated brand.

A major milestone came in 1968 with the launch of the company’s franchising model, an approach that remains central to its success. By putting stores in the hands of local owners, Giant Tiger ensures it remains close to its customers and tailoring each location to meet individual community needs.

Now, with more than 260 stores across the country and over 10,000 employees, Giant Tiger continues to offer Canadians affordable options for fashion, household goods, and grocery essentials.

But what sets it apart is its local-first model, which franchise owner Rod Fleming knows well.

“I’ve owned the store since 2016,” says Fleming, who runs the Embrun, Ont. location. “I’ve been with the company for 20 years, actually, this month.”

Fleming was recruited by founder Gordon Reid after working for a competitor, embracing the brand’s values and community-driven spirit.

“Oh, I’m passionate. The yellow and red runs through my veins,” he says. “It’s the community connection for me, and being grounded to our humble beginnings, our roots and Canadian values.”

That kind of loyalty is tied to how closely stores are connected to the people they serve. Most Giant Tiger locations are locally owned or operated by someone with deep roots in the neighbourhood, often making the store feel like an extension of the community itself.

The Embrun store has been serving the community since 1988 and, Fleming adds, it’s become the go-to stop for locals, not only for good prices, but for the friendly service and neighbourhood feel.

“We have a loyal base of customers that love Giant Tiger,” says Fleming. ” They love their community, they love the staff, the interaction with my team. They come here first before they go anywhere else.”

President and CEO Gino DiGioacchino says the company’s hybrid model, local ownership with national support, provides a unique advantage in the Canadian retail landscape.

“What’s amazing about Giant Tiger is what Mr. Reid created back in 1961 was this concept of partnership with local ownership,” says DiGioacchino. “If you’re passionate about customer service, passionate about products and passionate about what Giant Tiger does, which is saving Canadians money every single day, it’s a perfect place to start your career and end your career.”

Store owners also have the flexibility to stock products from regional suppliers and Canadian manufacturers, giving customers access to items they won’t find anywhere else.

“We find Canadian manufacturers, we find unique products,” adds DiGioacchino. “But what’s really unique about our model is our local owners can also find their local manufacturers, suppliers of products, and bring those into their store. So, it’s not just about being across the country. It could also be local and that’s where we find a lot of great Canadian products local to that particular store that actually may not sell somewhere else in the country but it’s what customers in that community are familiar with and want.”

The focus on local ownership goes hand in hand with a commitment to give back. Across the country, Giant Tiger supports many community initiatives, local charities and national campaigns, to causes that matter to the people it serves.

From online shopping to the in-store experience, the company’s mission has remained steady: to help families stretch their dollars.

For Fleming, that sense of purpose is what makes the hard work worthwhile.

“It is a lot of work,” he says. “But it’s the team you have behind you and I’m so incredibly proud and happy and honoured to work with such a great team at store level and corporate level.”

As Canada Day approaches, Giant Tiger continues to be a true Canadian original, community-rooted, cost-conscious, and built for the people it serves.

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