New York-based Lividini & Co., upscale retailer branding and PR shop, is working the press on behalf of Hudson's Bay Co.'s $2.9B acquisition of Saks Inc.

HBC, which is Canada’s No. 1 department store chain with 90 outlets, was founded in 1670 to rank as North America's oldest continually run company.

Since 2008, it has been a part of HRC Equity Partners, owners of Lord & Taylor.

HBC sees an opportunity to expand its three retail brands across the luxury, mid-tier and outlet consumer spectrum.

Another priority is pushing Saks Fifth Ave. stores into Canada to satisfy the north of the border’s quest for upscale shopping.

Jacqui Lividini is CEO and founder of L&C.

She is a former senior VP fashion merchandising and communications at Saks and once counseled L&T as it reinvigorated its brand for a tonier positioning.

L&C's Andrew Blecher, a veteran of Neiman Marcus and Saks, is handling the HBC/Saks deal.