Heather Reisman is the CEO of Indigo Canada, the country’s largest book retailer. Since founding the company in 1996, Reisman has guided Indigo through major industry shifts, from the rise of e-commerce to digital reading formats. This article explores Reisman’s leadership journey, her impact on Canadian retail, and how she transformed Indigo from a traditional bookstore into a cultural department store that remains relevant in 2025.
The Current Leadership at Indigo Canada
As of early 2025, Heather Reisman continues to serve as the CEO of Indigo Books & Music Inc. Her long-standing leadership has become synonymous with the Indigo brand in Canada. Under her direction, the company has evolved significantly while maintaining its position as Canada’s dominant book retailer.
The CEO of Indigo Canada has navigated numerous challenges throughout her tenure, including market disruptions from Amazon, the rise of e-readers, and more recently, the retail industry transformations accelerated by global events. Her ability to adapt the company’s strategy has been key to its survival and continued relevance.
Heather Reisman: The Visionary Behind Indigo
Early Life and Education
Heather Reisman was born in 1948 in Montreal, Quebec. She earned her Bachelor of Arts degree from McGill University, laying the foundation for a career that would eventually lead her to become one of Canada’s most prominent business leaders.
Before founding Indigo, Reisman gained valuable experience in consulting and business management. She worked at Paradigm Consulting, a strategy firm she co-founded, which provided her with insights into various industries and business challenges.
The Founding of Indigo
Reisman established Indigo Books & Music in 1996, with a vision to create a different kind of bookstore experience for Canadians. The company began with a focus on creating welcoming retail environments where customers could discover books in comfortable settings that included seating areas and later, in-store cafés.
In 2001, Indigo merged with its primary competitor, Chapters, forming the largest book retail chain in Canada. This merger strengthened the company’s market position and expanded its physical footprint across the country.
Leadership Philosophy
As the CEO of Indigo Canada, Reisman has demonstrated a leadership philosophy centered on:
- Customer Experience: Creating inviting spaces that encourage browsing and discovery
- Adaptation: Willingness to evolve the company’s business model in response to market changes
- Cultural Impact: Positioning Indigo as a cultural hub rather than just a retailer
- Community Building: Fostering relationships with Canadian authors and readers
Her approach combines retail savvy with cultural awareness, allowing Indigo to maintain relevance even as consumer habits have changed dramatically.
Indigo’s Evolution Under Reisman’s Leadership
From Bookstore to Cultural Department Store
One of the most significant strategic shifts implemented by the CEO of Indigo Canada was the transformation of the company from a traditional bookstore into what Reisman calls a “cultural department store.” This evolution began in response to the growing challenge from online retailers and e-books.
Recognizing that books alone might not sustain the business in a digital age, Reisman expanded Indigo’s product lines to include:
- Home décor items
- Lifestyle products
- Toys and children’s products
- Gift items
- Wellness merchandise
This diversification helped insulate the company from the declining print book market while creating new reasons for customers to visit physical stores.
Digital Transformation Initiatives
Under Reisman’s guidance, Indigo has also embraced digital transformation. The company developed:
- A robust e-commerce platform
- The Plum rewards loyalty program
- Digital marketing initiatives
- Enhanced in-store technology
These initiatives demonstrated the CEO’s understanding that physical retail needed to integrate with digital experiences to remain competitive.
Support for Canadian Authors and Culture
Throughout her tenure, Reisman has maintained a commitment to supporting Canadian literature and culture. Indigo stores prominently feature Canadian authors, and the company has created programs to promote local writers.
The CEO of Indigo Canada also established the Indigo Love of Reading Foundation in 2004, which has donated millions of dollars to high-needs elementary schools across Canada to support school libraries and promote childhood literacy.
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Business Strategies and Retail Innovation
Experiential Retail Approach
Reisman pioneered experiential retail in Canada long before it became an industry trend. Under her direction, Indigo stores transformed into destinations offering:
- Comfortable seating areas
- In-store cafés
- Product demonstrations
- Author events and book signings
- Children’s play areas
This approach helped differentiate Indigo from online competitors by providing experiences that couldn’t be replicated digitally.
Brand Partnerships and Exclusive Products
To further distinguish Indigo in the retail landscape, Reisman pursued strategic partnerships with designers and brands. The company has developed exclusive product lines that can only be purchased through Indigo, creating another competitive advantage.
These partnerships extend beyond merchandise to include collaborations with cultural institutions and thought leaders, reinforcing Indigo’s position as a cultural hub.
Adaptation During Market Disruptions
The CEO of Indigo Canada has demonstrated particular skill in navigating market disruptions. When e-readers threatened traditional book sales, Indigo launched Kobo, its own e-reading platform. While Kobo was later sold to Rakuten in 2011, the initiative showed Reisman’s willingness to compete directly in the digital space.
More recently, when physical retail faced unprecedented challenges, Indigo accelerated its online capabilities and adjusted store operations to meet changing consumer needs.
Leadership Challenges and Responses
Competing with Global E-commerce Giants
Perhaps the greatest challenge faced by Reisman has been competition from Amazon and other e-commerce platforms. As CEO of Indigo Canada, her response has included:
- Emphasizing the tactile, discovery-based experience of physical retail
- Creating exclusive product lines unavailable on other platforms
- Building community through events and personal connections
- Developing a distinctive brand voice and aesthetic
These strategies have helped Indigo maintain its market position despite intensifying competition.
Navigating Retail Industry Transformations
The retail landscape has undergone seismic shifts during Reisman’s tenure. Department stores have struggled, shopping malls have declined, and consumer expectations have evolved dramatically.
Reisman has positioned Indigo to navigate these changes by:
- Relocating stores to high-traffic areas
- Refreshing store designs regularly
- Adjusting merchandise mix to reflect current trends
- Investing in staff training to enhance customer service
This adaptability has been crucial to Indigo’s continued relevance in a changing market.
Balancing Physical and Digital Retail
Finding the right balance between physical and digital retail remains an ongoing challenge. The CEO of Indigo Canada has pursued a strategy that treats these channels as complementary rather than competitive.
Indigo’s approach now includes:
- Buy online, pick up in store options
- Using stores as fulfillment centers for online orders
- Creating digital content that drives store visits
- Leveraging customer data to enhance both online and in-store experiences
This integrated approach recognizes that modern consumers move fluidly between digital and physical shopping environments.
Corporate Social Responsibility Under Reisman
The Indigo Love of Reading Foundation
One of Reisman’s most significant contributions as CEO has been the establishment of the Indigo Love of Reading Foundation. This initiative addresses the chronic underfunding of school libraries in economically disadvantaged communities across Canada.
The foundation provides:
- Direct grants to high-needs elementary schools
- Resources for teachers and librarians
- Advocacy for childhood literacy
- Support for indigenous education initiatives
Through this work, Reisman has connected Indigo’s corporate mission with broader social impact.
Environmental Sustainability Initiatives
Under Reisman’s leadership, Indigo has also implemented various sustainability initiatives, including:
- Reducing plastic packaging
- Increasing energy efficiency in stores
- Sourcing paper products from sustainable forests
- Developing eco-friendly product lines
These efforts reflect a recognition that modern retail must address environmental concerns to maintain consumer trust.
Diversity and Inclusion Efforts
The CEO of Indigo Canada has also directed the company to increase its focus on diversity and inclusion, both in its workforce and in the products it carries. Indigo has expanded its selection of books by diverse authors and created dedicated displays highlighting works from underrepresented communities.
Within the company, Reisman has supported initiatives to increase diversity at all levels of the organization, though like many retailers, this remains a work in progress.
The CEO’s Public Profile and Influence
Media Presence and Public Speaking
Reisman has maintained a visible public profile throughout her career. As the CEO of Indigo Canada, she frequently appears in media interviews, speaks at industry conferences, and participates in public discussions about business, literature, and culture.
This visibility has helped personalize the Indigo brand and distinguish it from more anonymous corporate competitors.
Business Community Leadership
Beyond her role at Indigo, Reisman serves on various boards and participates in business leadership organizations. She has been recognized as one of Canada’s most influential business leaders and has used this platform to advocate for Canadian business and cultural interests.
Her connections in the business community have facilitated partnerships and collaborations that benefit Indigo and strengthen its market position.
Philanthropic Work
Reisman, together with her husband Gerald Schwartz (founder of Onex Corporation), has been active in philanthropy beyond the Indigo Love of Reading Foundation. Their giving has supported:
- Educational institutions
- Healthcare initiatives
- Arts and cultural organizations
- Jewish community causes
This philanthropic work complements Reisman’s corporate social responsibility efforts and further extends her influence in Canadian society.
Indigo’s Financial Performance and Market Position
Current Market Standing
As of 2025, Indigo remains Canada’s largest book retailer, with a network of superstores and smaller format locations across the country. Under the leadership of the CEO of Indigo Canada, the company has maintained its dominant market position despite significant industry challenges.
The company’s physical retail footprint has been rationalized in recent years, with some locations closing while others have been renovated or relocated to optimize performance.
Revenue Diversification
Reisman’s strategy of diversifying Indigo’s product lines has significantly changed its revenue composition. While books remain core to the business, general merchandise now accounts for a substantial portion of sales, providing greater stability and higher margins.
This diversification has been crucial to Indigo’s financial sustainability as book sales have faced pressure from digital alternatives.
E-commerce Growth
Like most retailers, Indigo has experienced significant growth in its e-commerce operations, particularly since 2020. The company has invested in its digital infrastructure and fulfillment capabilities to capitalize on this shift in consumer behavior.
The CEO of Indigo Canada recognized early that a robust online presence would be essential to the company’s future, and these investments have positioned Indigo to compete effectively in the digital marketplace.
Future Outlook for Indigo Under Current Leadership
Succession Planning
As Heather Reisman has been the only CEO in Indigo’s history, succession planning is naturally a topic of interest. While specific details of succession plans are not public, the company has developed executive talent that could potentially lead Indigo in the future.
The transition, when it eventually occurs, will be significant for a company so shaped by its founder’s vision and personality.
Emerging Retail Trends
Looking ahead, several retail trends will likely influence Indigo’s strategy under current or future leadership:
- Increased personalization through data analytics
- Further integration of physical and digital experiences
- Emphasis on local and sustainable products
- Enhanced community engagement through events and activities
The CEO of Indigo Canada has positioned the company to adapt to these trends while maintaining its distinctive identity.
Potential Growth Areas
Future growth opportunities for Indigo may include:
- International expansion beyond Canada
- Further development of private label merchandise
- Strategic acquisitions of complementary businesses
- Enhanced digital content and experiences
Reisman’s track record suggests she will continue to explore innovative approaches to growth while preserving the core values that have defined Indigo under her leadership.
The Legacy of Heather Reisman at Indigo
Impact on Canadian Retail
Reisman’s impact on Canadian retail extends beyond Indigo itself. She has demonstrated that Canadian retailers can succeed against global competition by:
- Developing distinctive brand identities
- Creating compelling in-store experiences
- Embracing rather than resisting change
- Connecting commercial interests with cultural values
This approach has influenced other Canadian retailers seeking to differentiate themselves in a competitive market.
Contribution to Canadian Culture
As the CEO of Indigo Canada, Reisman has made a significant contribution to Canadian culture. By creating spaces that celebrate books, ideas, and creativity, she has helped maintain a place for literature in an increasingly digital world.
Indigo stores have become cultural gathering places where Canadians discover new authors, engage with ideas, and connect with their communities.
Business Leadership Model
Reisman has also provided a model of business leadership characterized by:
- Long-term vision over short-term gains
- Adaptability in the face of industry disruption
- Integration of commercial and social objectives
- Personal engagement with the brand and its customers
This model offers valuable lessons for current and future business leaders navigating rapidly changing markets.
Learning from the CEO of Indigo Canada
Key Leadership Lessons
Business leaders can learn several valuable lessons from Reisman’s approach as CEO of Indigo Canada:
- Anticipate change rather than merely reacting to it
- Create experiences that cannot be easily replicated online
- Build authentic connections between your business and broader cultural values
- Maintain a clear vision while being flexible about implementation
- Invest in physical spaces that reflect your brand identity
These principles have allowed Indigo to thrive in a challenging retail environment.
Retail Innovation Strategies
Retailers specifically can draw inspiration from Indigo’s innovation strategies:
- Thoughtful merchandise diversification that remains coherent with brand identity
- Store designs that encourage browsing and discovery
- Integration of food and beverage options to extend store visits
- Regular refreshing of product categories to create newness
- Strategic use of exclusive products and partnerships
These approaches have helped Indigo maintain relevance even as consumer shopping habits have evolved.
Brand Building in a Digital Age
Reisman’s success in building the Indigo brand offers insights for other businesses:
- Develop a distinctive voice and aesthetic
- Create physical manifestations of your brand values
- Connect your commercial activities to social impact
- Maintain consistency across channels while adapting to each platform’s strengths
- Personify the brand through leadership visibility
These strategies have given Indigo a clear identity in a crowded retail landscape.
Conclusion
Heather Reisman, as the CEO of Indigo Canada, has created a retail success story by transforming what could have been a vulnerable bookstore chain into a resilient cultural brand. Her leadership demonstrates that physical retail can thrive alongside e-commerce when it offers distinctive experiences and authentic connections.
Through strategic adaptation, commitment to Canadian culture, and innovative approaches to merchandise, Reisman has positioned Indigo to remain relevant in 2025 and beyond. Her legacy extends beyond business success to include meaningful contributions to literacy, education, and Canadian cultural life. As both Indigo and the retail landscape continue to evolve, the foundation she has built provides a stable platform for future growth and innovation.
Frequently Asked Questions
When did Heather Reisman become the CEO of Indigo Canada?
Heather Reisman became the CEO of Indigo when she founded the company in 1996. She has held the position continuously since then, making her one of Canada’s longest-serving chief executives. Her tenure spans the merger with Chapters in 2001 and the company’s subsequent evolution into a cultural department store.
What major innovations has the CEO of Indigo Canada introduced?
The CEO has introduced several major innovations, including the transformation of Indigo from a traditional bookstore into a cultural department store, the creation of the Indigo Love of Reading Foundation, the development of exclusive product lines, and the implementation of experiential retail concepts that combine books with lifestyle merchandise, comfortable seating areas, and in-store cafés.
How has Indigo competed with Amazon under Reisman’s leadership?
Under Reisman’s leadership, Indigo has competed with Amazon by emphasizing the in-store experience, creating exclusive product lines unavailable elsewhere, building community through events and personal connections, developing a distinctive brand aesthetic, and evolving into a cultural department store that offers more than just books. The company has also strengthened its own e-commerce capabilities while maintaining its focus on Canadian culture and authors.
What is the Indigo Love of Reading Foundation?
The Indigo Love of Reading Foundation was established by Heather Reisman in 2004 to address the underfunding of public elementary school libraries in Canada. The foundation provides grants and resources to high-needs schools, advocates for childhood literacy, and has donated millions of dollars to help provide books and library resources to children in underserved communities across Canada.
Is Indigo a Canadian-owned company?
Yes, Indigo Books & Music Inc. is a Canadian-owned company. It was founded in Canada by Heather Reisman and remains headquartered in Toronto, Ontario. As a publicly traded company on the Toronto Stock Exchange (TSX: IDG), it has shareholders, but Heather Reisman and her family maintain significant ownership in the company, ensuring it remains under Canadian control.
