Indigo launches exclusive new home brand Oui Indigo is not just a book store. 45% of sales are are non-book related and Indigo expands its own brand portfolio. That make it possible to leverage the store network infrastructure and bypass the fierce competition when selling other producers' brands.
Indigo is a player that has managed to adapt to the changing retail landscape.
https://static.indigoimages.ca/2020/marketing/indigo-launches-exclusive-new-home-brand-oui_press-release_v2.pdf
Already many nice OUI products are available. I believe that well designed products like these have the potential to fly off the shelves: https://www.chapters.indigo.ca/en-ca/home/search/?keywords=oui#internal=1
Thanks to the strong balance sheet with plenty of net cash, Indigo has the muscles to keep inventory at a good level ensuring customer satisfaction.