The woman credited with making the Hudson's Bay Co. cool has been tasked with doing something similar for the Liquor Control Board of Ontario.

Bonnie Brooks, who was planning to retire from her post as vice-chair of Hudson's Bay later this year, was picked by the province this week to helm the LCBO board and drive its modernization. The fashion retail maven said she was thrilled at the nomination and looks forward to revamping the LCBO.

"It's only my second-favourite store," Brooks quipped during an interview. "These are the kinds of things you do for your country, you know, that you do for your province."

Many of the iconic symbols at the Bay can be attributed to Brooks' vision: the red-and-white mittens, the new and improved genteel stripes, and the Olympic-branded attire have become Canadian trademarks (despite the department store's American owners). Brooks draws parallels between the Bay, where she was also the first female president and CEO, and the LCBO, saying the legacy of both easily intertwine with a civic history.

"I think many customers think of [the LCBO] as their own store," she said. "There were a lot of people who felt that we [Hudson's Bay] reconnected with them as Canadians. In some ways, these two are quite similar."

As for her vision for the provincial booze retailer, Brooks said she hasn't sketched the details yet, but that she likes to "shoot for the moon." What she knows for sure is any makeover will have to reflect a savvy customer.

"I think the LCBO is cool in a lot of ways. I think the marketing is very cool, and I think some of the stores are very exciting. Now, could they be more exciting? Absolutely. I think the most important thing is the LCBO has to recognize that there's a shift in the customer. And the more modern customer really wants more access, more convenience, probably more product range," she said.

In Ontario, the product might be shifting as well. When prodded on whether she thinks the LCBO should retail marijuana when it's legalized by Ottawa next spring — a notion Premier Kathleen Wynne has flirted with more than once — Brooks chose her words carefully.

"I hope we’ll have a voice at the table, in terms of that decision. I think it is still a substance that requires a very significant emphasis on how the sale is conducted. So the control of the selling of the product has to be paramount in the discussion," she said.

Brooks likened it to regulating grocery stores to sell alcohol. "I think that also has to be carefully monitored, because there's a restriction on customer criteria. So it's the same with legalized marijuana, we will just need to ensure that the proper controls are in place."

Although her departure from the Bay was set for December, Brooks said she wouldn't have retired in the conventional sense. Currently, she sits on the board of directors for Rogers and Riocan, and at U.S.-based retailers Abercrombie & Fitch and Chico's FAS. She's also coming off a three-year term as chair of the Royal Ontario Museum's trustee board. Before that, she spent more than a decade marketing and merchandising for Holt Renfrew, and spent an 11-year stint in Hong Kong orchestrating a makeover at Lane Crawford.

Bonnie Brooks is tapped as the new chair of the Liquor Control Board of Ontario. Nakita Krucker / Toronto Star.

Bonnie Brooks is tapped as the new chair of the Liquor Control Board of Ontario. Nakita Krucker / Toronto Star

"I'm looking forward to reporting to the Minister of Finance as my new boss," Brooks added and laughed.

Minister Charles Sousa said Brooks's experience will drive the modernization the LCBO, particularly "e-commerce" initiatives.

“She is an accomplished and visionary business leader. Her business acumen in retail and marketing will help lead the LCBO as it continues to provide Ontario consumers with an innovative, competitive and convenient shopping experience in a socially responsible way,” he said in a statement.

Earlier this week, Sousa announced LCBO.com would offer online sales and home delivery. The government-christened "virtual shelf space" has 5,000 products, including wine from British Columbia and Quebec following an announcement from the week before that it would be easier to buy choice bottles from beyond Ontario borders. Customers will be able to have their order shipped to a nearby LCBO or delivered to their home by Canada Post, for $12 plus tax. The government has also been rolling out alcohol sales beyond the Crown corp. monopoly into independent and big chain grocery stores — up to 450 outlets will eventually be able to sell wine, beer or cider by next spring (150 stores will sell beer and cider, 300 stores will sell wine and beer). To compare, the LCBO has about 655 bricks-and-mortar locations.

Brooks’ appointment must be formally confirmed by the Lieutenant Governor before she can officially begin her term, which could run up to five years, with an expected effective date of Aug. 28. Brooks replaces lawyer Edward Waitzer, who was appointed in 2013.

In the 2015-16 fiscal year, the LCBO recorded sales of $5.57 billion, $1.9 billion (before taxes) of which was paid to the province.

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Bonnie Brooks envisions a renaissance at the LCBO

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