About Indigo
Indigo is a physical and digital place inspired by and filled with books, ideas, beautifully
designed lifestyle products, and the creative people who help make it all happen. We believe in real books, living life fully and generously, being kind to each other and to the environment, and that stories â big and little â connect us.
Indigo is our customer's happy place â for joyful moments of discovery and to connect with people who share their passion for reading, their belief in ideas, and their commitment to making the world a better and more beautiful place.
ďťżOur Story
Indigo was born of a love of books and the role books play in enriching our lives. Launched in 1997 with the first store opening in Burlington Ontario, Indigo quickly became Canadaâs leading purveyor of books and a destination that added joy to the lives of our customers. Along the way, we acquired Chapters; conceived and launched the award-winning Kobo eReader; earned the trust, affection, and loyalty of millions of Canadians; and built the Indigo Love of Reading Foundation into a formidable force for enriching school libraries in high-needs neighbourhoods across our country.
Headquartered in Toronto, Ontario, Indigo employs approximately 4,200 people. We operate retail stores in all ten provinces and one territory and also have retail operations in the United States through a wholly-owned subsidiary, operating one retail store in Short Hills, New Jersey.
On May 31, 2024, a privatization transaction was completed involving Indigo and Trilogy Investments L.P. by way of a Plan of Arrangement under theâŻBusiness Corporations ActâŻ(Ontario) (âOBCAâ). As a result, the common shares of Indigo were delisted from the Toronto Stock Exchange on June 4, 2024. Indigo ceased to be a reporting issuer on June 11, 2024 and ceased to be an offering corporation as defined under the OBCA on June 18, 2024.
Our Mission & Guiding Principles
Indigo Mission
To inspire reading and enrich the lives of booklovers.
Our Guiding Principles
More About Indigo
Our Stores
As of March 31, 2025, we operate 86 large format stores under the banners Chapters and Indigo and 72 small format stores, under the bannersâŻColesâŻandâŻIndigospirit. Indigo also operatesâŻwww.indigo.ca, a popular online destination showcasing Indigoâs core offering of books, gifts and more. Averaging over 20,000 square feet, Indigoâs large format stores are designed to be a destination for booklovers, offering an inspiring environment conducive to browsing and community-building. Small format stores are typically located in retail shopping centres, street-front retail areas, major airports and central business districts.
Loyalty Program
The need to understand, connect and engage with customers is deeply important to Indigo. Our plum rewards program reflects the strong focus placed on generating long term engagement from its best customers. Indigoâs plum rewards program includes two tiers: plum, a free points-based tier; and plum+, a fee-based tier that allows members to collect points, save an extra 10% on almost everything and enjoy free shipping every day.
Both tiers of the program offer members the opportunity to earn points faster by taking advantage of bonus point promotions and targeted promotional offers. Among other exclusive offers, members can take advantage of invitations to special events, early access to sales and inspirational book and product recommendations.
Indigo also recently introduced plumTeacher, a thoughtfully curated loyalty program offering a blend of offers and deals, events, and resource support for educators.
Books and e-Reading
Books are the core of Indigoâs offerings, with over 8 million book titles currently available online and a thoughtfully curated assortment in stores. Indigo continues to support eReading via the Kobo service on a variety of devices available to Canadians. Indigo customers can find eBooks on indigo.ca, which links directly to the Kobo site for purchase.
Gifts and Lifestyle
Indigo offers a selection of general merchandise for the booklover that is beautifully designed, affordably priced, and uniquely ours. All of our labels including Indigo, Indigo Scents, OUI, Love & Lore and NĂłta are designed right here in Canada.
!nidigoKids
!ndigoKids is committed to inspiring inspiring a lifelong love of reading and fostering the development of curiosity, creativity, and empathy in children. To support the Indigo Love of Reading Foundation, Indigo and the Foundation have partnered to donate 1% of net proceeds of each baby and childrenâs book sold online and in stores to high needs communities. Indigo currently offers theâŻ!ndigoKidsâŻexperience in all 86 large format locations.
Giving Back
Through itsâŻIndigo Love of Reading Foundation, Indigo is committed to ensuring that all Canadian children have access to books and the opportunity to fall in love with reading. The Foundation accomplishes this goal by raising awareness about the literacy gaps that exist in Canadian elementary schools today and works to close those gaps by providing books and educational resources to high-needs elementary schools across the country. The Foundation runs two national granting programs. The annual Literacy Fund grant provides multi-year transformational grants to school libraries across the country. The annual grassroots Adopt a School program pairs local stores and schools together to raise funds and awareness about children's literacy issues. With the support of Indigo, its customers, employees and suppliers, the Foundation has committed over $35 million into more than 3,600 elementary schools across Canada since 2004, benefitting more than 1,000,000 students.
Timeline
1940
Brothers Carl and Jack Cole open the first Coles Store in Toronto. Coles goes on to expand across Canada, including opening The World's Biggest Bookstore, the original book superstore, in downtown Toronto.
1950
W.H. Smith, a U.K. company, opens in Toronto.
1989
W.H. Smith becomes Canadian-owned and changes its name to SmithBooks.
1994
Pathfinder Capital acquires SmithBooks.
1995
SmithBooks and Coles merge to form Chapters Inc. Chapters grows to become the largest book retailer in Canada, operating bookstores in all provinces.
1996
Indigo Books & Music is born. Bringing Indigo to life was the culmination of a lifelong passion for books and music created by booklovers, for booklovers. It was conceived as a booklover's cultural department store and aims to consistently provide the most inspiring, richly stocked and inviting retail environment in the world.
1997
Indigo opens its first store, called Indigo Books Music & more, in Burlington, Ontario. Indigo instantly becomes a place that reflects the best of a small proprietor-run shop bundled with the selection of a true emporium.
1999
Chapters Online becomes a publicly traded company, separate from Chapters Inc.
2000
Indigo expands to 14 locations across Canada and opens its online store, indigo.ca Trilogy Retail Enterprises L.P. announces its intent to purchase a controlling interest in Chapters Inc.
2001
Chapters and Indigo officially merge to form the largest book retailer in Canada under the corporate name Indigo Books & Music Inc.
The Companyâs website and online store, chapters.indigo.ca, is created.
2003
Indigo makes music available online and ready to ship within 24 hours.
2004
Indigo establishes the Love of Reading Fund (now the Indigo Love of Reading Foundation), a charitable initiative dedicated to enhancing literacy and self-esteem in students, promoting learning opportunities, and supporting teachers and students in high-needs schools across Canada by providing new books and resources.
Indigo launches the Junior Advisory Board, a team of Canada's best and brightest young readers, to provide their opinions on what youth want to read.
2006
Indigo ranks as one of Canada's top 100 employers according to a MediaCorp survey published in Maclean's magazine.
Indigo opens a new award-winning store in Brossard, QuĂŠbec. This new concept store is the largest bilingual bookstore in the MontrĂŠal area and features thematic boutiques to allow booklovers to easily identify each section.
Indigo expands its product listing to include toys, and opens new in-store toy departments at Yorkdale and Bayview Village locations in Toronto.
2008
Indigo launches the Indigo Online Community, boasting membership of over 275,000 booklovers in the first year and winning gold at the Canadian Marketing Awards for Social Media.
Chapters.indigo.ca is named as one of the Hot 100 Internet Websites in 2008 by Internet Retailer magazine.
2009
Indigo spins off its digital eReading division to form Kobo Inc., a global eReading company now operating in over 100 countries.
2010
Six superstores open across the country in Surrey, BC; Calgary, AB (2 new locations); Edmonton, AB; Milton, ON; and Laval, QC, providing book, toy and gift lovers with award-winning havens in their communities.
Indigo expands its IndigoKids departments in 30 locations, furthering its goals to position Indigo as the ultimate family-friendly destination and the largest specialty toy retailer in Canada. Total expanded IndigoKids sections reach 54 locations across Canada.
Kobo launches its first eReader in the spring and releases a Wi-Fi enabled eReader in the fall, allowing booklovers to download eBooks on the go.
2011
Indigo launches the free, points-based plum rewards loyalty program, offering members personal recommendations, exclusive experiences, and in-store savings. Within six months, membership nears two million.
25 superstores are transformed to highlight home and fashion accessories, supported by expanded in-house product development.
The Indigo Love of Reading Foundation grants $1.5M to high-needs schools, bringing total donations to $10.5M.
By January, Kobo has sold two million eReaders across 100+ countries. Kobo grows to seven million readers and launches the Kobo Touch, later named best eReader by Wired.
Rakuten approaches Indigo about acquiring Kobo. Indigo agrees, seeing it as best for Koboâs future.
2012
Indigo completes the sale of Kobo to Rakuten for US$315M, realizing US$146M on a US$32M investment.
Named top Canadian retail employer brand by Randstad Canada.
Store upgrades continue, with expanded toy sections in 95 superstores.
Plum rewards reaches 5.8 million members.
2013
Indigo redesigns chapters.indigo.ca with enhanced mobile experience, simplified checkout, and social media integration.
Launches free âbuy online, ship to storeâ option.
Invests in 37 new Indigotech⢠shops and enhanced merchandising in large stores.
Grows digital marketing and launches a top-rated mobile app.
2014
American GirlÂŽ shops open in IndigoKids in Vancouver, Toronto, and Ottawa.
The Indigo Love of Reading Foundation surpasses $15M in donations since 2004.
2015
After eight straight quarters of growth, Indigo is named Canadaâs top retailer in multiple Randstad Awards, including most attractive employer for women and youth.
IndigoKids expands and American Girl boutiques open at three major locations.
Indigo and its customers celebrate $22.5M donated through the Love of Reading Foundation, supporting over 700,000 children.
2016
Indigo opens the worldâs first cultural department store at CF Sherway Gardens, blending books with gifts, toys, and design-forward lifestyle products.
Ranks again as top retail employer and workplace for employee satisfaction.
Social media audience passes 730,000 followers across platforms.
The Foundation donates another $1.5M to 25 schools.
Books remain core to Indigoâs mission as Canadaâs largest bookseller.
2017
Indigo again ranks among top retail employers and Canadaâs Top 10 Most Trusted Brands.
To mark Canadaâs 150th, Indigo releases its first coffee table book, The World Needs More Canada, featuring 100+ cultural voices.
The Foundation launches Read Between the Lines, a documentary on school library underfunding.
CF Sherway Gardens store wins an international design award.
2018
Indigo opens its first U.S. store in Short Hills, NJ, and five new Canadian locations, including Indigo Robson. Nine stores are renovated and rebranded.
Ranks in Randstadâs Top 20 Retail Employer Brands for a 7th year.
The Foundation donates $1.5M to 30 schools and raises $1.1M through Adopt a School. Total contributions reach $29M, helping 900,000+ kids.
2019
Launches the IndigoBaby Registry and the plum PL
US paid loyalty program with free shipping and exclusive perks.
Opens a dedicated IndigoBaby shop at CF Sherway Gardens.
Launches Thoughtfullâ˘, a curated digital gifting platform offering unique, last-minute gifts and experiences.
2020
Expands Calgary distribution centre and launches a new product info management system.
In response to COVID-19, donates $1M in books via the Community Response Fund.
Commits 1% of net childrenâs book sales to high-needs communities.
Launches OUIâ˘, a proprietary home brand for thoughtful, design-led living.
Introduces same-day express and curbside pickup, plus Instacart delivery.
Advances DE&I with employee councils, governance, and partnerships, including CCDI.
Becomes first Canadian retailer to join the â15 Percent Pledgeâ to increase BIPOC author and brand representation.
2021
Commits to net-zero emissions by 2035 and begins full carbon footprint analysis under its Write The Future initiative.
Signs the BlackNorth Initiative Pledge, focusing on anti-racism training and community engagement.
Launches Well Said, a podcast on purposeful living.
Debuts Mini MarchĂŠ, spotlighting local Canadian businessesâprioritizing underrepresented groupsâwithin IndigoKids and IndigoBaby.
Introduces NĂłtaâ˘, a stationery brand using recycled and FSC-certified materials.
2022
Indigo celebrates its 25th anniversary, releasing a set of 28 limited-edition classic books released in the past quarter century, with covers created by emerging Canadian artists.
In March of 2022, Indigo announced its partnership with Good Earth Coffeehouse. A fellow Canadian brand, the cafe experience launched in select locations across communities in Canada.
2023
Indigo celebrates the opening of Indigo at The Well, a 16,000 sq ft shopping experience in the heart of downtown Toronto. The new location includes over 35,000 books, a Propeller Coffee truck, a dedicated manga shop and an inspiring IndigoKids section with a rich selection of books and toys.
The company recommits to focusing on books as the heart and soul of Indigo, following its mission to inspire reading and enrich the lives of booklovers across Canada.
2024
In September 2024, Indigo launched plumTeacher, a thoughtfully curated addition to the plum loyalty program offering a blend of offers and deals, events, and resource support for educators.
Indigo celebrates the opening of Indigo at Markville Mall in Markham. This new location contains 50,000 carefully curated titles with new displays throughout the store, from a bold pop of red in the Teen section to a vibrant citron bookcase and a robust IndigoKids section for kids of all ages to explore. The store goes on to win a Retail Council of Canada award for store design.