Our Company | Fast Facts

The Beginning

The first Indigo location opened in Burlington Ontario in 1997, created with the desire to bring a unique cultural destination to the Canadian retail marketplace. Indigo Books & Music Inc. ("Indigo"), as it exists today, was created in August 2001 upon the merger with Chapters Inc. Indigo has evolved to become the world’s first cultural department store with locations in all 10 provinces and one territory and also offers an award-winning online experience at indigo.ca. Indigo is now Canada's largest purveyor of ideas and inspirations to enrich your life, with books and eReading, specialty toys, gifts, and lifestyle enhancing products that affordably offer intrinsic quality, beauty and timeless design. The Company also has retail operations in the United States through a wholly-owned subsidiary, operating its first retail store in Short Hills, New Jersey since October 2018. Headquartered in Toronto, Ontario, the Company employs approximately 6,000 people across Canada. Indigo is a public company, traded on the TSX under the symbol IDG.

Our Stores

As of March 28, 2020, the Company operated 88 superstores under the banners Chapters and Indigo and 108 small format stores, under the banners Coles, Indigospirit, and The Book Company. The Company also operates www.indigo.ca, a popular online destination offering millions of products including books, eBooks, toys, stationery, home décor, gourmet confections, electronics, and more.

Averaging over 23,000 square feet, Indigo’s large format stores are designed to be destinations for culture-seekers, 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. The Company’s plum rewards program reflects the strong focus placed on generating long term engagement from its best customers. Indigo’s plum rewards program includes two tiers: plum, a free points-based tier; and plum PLUS, 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 offers 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.

Books and eReading

Books and book products are the Company’s core products with approximately 500,000 book titles currently available. The Company 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 is a one-stop destination for gifts to touch the heart, mind and soul. The Company continues to develop and expand its proprietary gift and lifestyle merchandise as part of its focus to provide customers with increasingly meaningful and life enriching merchandise while improving operating margins. To support this initiative, Indigo opened a design office in New York which develops proprietary merchandise exclusively for Indigo and is available both in-store at all large format locations and online at indigo.ca.


In 2009, Indigo began a full expansion of its burgeoning kids and toy business with a focus on books, creative play and specialty toys. The Company currently offers the IndigoKids experience in all 89 large format locations. A further expanded assortment of books, toys, birthday gift ideas and loot bag essentials is also available online at indigo.ca.

IndigoKids is proud to offer a free in-store gift wrap service for all kids’ gifts. Indigo is also the exclusive retailer of American Girl® in Canada. In 2014, the Company launched Canada’s first American Girl specialty boutiques within IndigoKids in Vancouver, Toronto and Ottawa. Today, Indigo operates six American Girl specialty boutiques across Canada and is now selling its entire assortment of American Girl products online at indigo.ca, reinforcing the Company’s commitment to serve as the leading specialty kids’ book and toy retailer in the country.


At Indigo, providing the best brands, products and books for your little ones has always been a part of the story. IndigoBaby offers a wide variety of apparel, bath, feeding, nursery, décor, plush and toy, with an expanded assortment of gear, furniture and items for parents online. In May 2019, the Company launched their very own IndigoBaby registry which provides new and expectant parents, family and friends with the opportunity to create and or shop from a registry for all their baby essentials.

Building on the success of the IndigoBaby registry, Indigo opened their first expanded Baby Shop in CF Sherway Gardens in September 2019. The new store offers an expanded assortment of products including larger items such as car seats, strollers, carriers, high chairs and furniture for parents to discover and test.

Giving Back

Through its Indigo Love of Reading Foundation, the Company is committed to addressing the underfunding of Canadian elementary school libraries and the resulting literacy challenges children face in such schools. The Foundation’s goal is to raise awareness of the lack of funding in Canadian schools and close the budget gap by providing the necessary new books and educational resources to high-needs elementary schools. The Foundation accomplishes this goal through its annual Literacy Fund grant of $1.5 million and its grassroots Adopt a School program which unites Indigo staff, local schools and their communities to raise money for new and engaging books for elementary school libraries. With the support of Indigo, its customers, employees and suppliers, the Foundation has invested over $31 million into more than 3,000 elementary schools across Canada since 2004, benefitting more than 1,000,000 students.

In addition to our children’s literacy cause, Indigo’s FUNdraiser Program offers the opportunity for all not-for-profit, literacy, sports and educational groups to host in-store and online fundraisers. Through both in-store and online campaigns, Indigo has helped more than 1,000 community organizations raise over $980,000.