Founded in 1948, FIELDS operates 62 retail locations that serve small towns throughout Western Canada with affordable fashion, household goods, and groceries. The chain differentiates itself by embedding deeply in local communities, tailoring inventory to local needs, and supporting municipal initiatives. Under new management since 2012, FIELDS has recently introduced well-known clothing brands that have lifted sales and reinforced its value proposition. Management plans to expand beyond Western Canada toward nationwide coverage and to build an e-commerce presence. CEO Jason McDougall emphasizes community engagement, regularly consulting local leaders and residents to refine product assortments and sponsorships. The company positions itself as a hometown alternative to big-box chains, aiming to help customers “live a better life for less.” No revenue figures were disclosed in the article.

Total raised

$4M

Funding rounds

1

Latest round

Equity

Latest activity

Sep 2014