Canadian Tire acquired the Norwegian clothing and textile company Helly Hansen from the Ontario Teachers' Pension Plan in 2018.

[14][15] In April 2018, Triangle Rewards was launched as a replacement to the digital My Canadian Tire Money program and Options Mastercard.

[31] Although Auto Source lost nearly CA$60 million during its four years of existence, a scaled-down version was used in Canada under the PartSource brand.

[32] In the 2010s, Canadian Tire began to expand its array of private labels in order to better-compete with online retailers such as Amazon.

There is an in-house Triangle Learning Academy, an allusion to the triangular CTC logo for employee and Associate Store management training.

Canadian Tire Bank (CTB) is the company's retail deposit-taking and credit card issuing arm.

In 2014, The Bank of Nova Scotia acquired a 20% economic and voting interest in Canadian Tire Bank, with an option to acquire up to an additional 30% of the company within ten years (or require Canadian Tire buy back its existing 20% interest) at the then fair market value of the business for $500 million CAD in cash.

Popular product categories such as auto parts and home goods were moved towards the front of the store to improve their prominence, and some locations began to sell common groceries as a pilot project.

[47] In June 2015, Canadian Tire opened its largest location to-date at South Edmonton Common, which features 130,000 sq ft (12,000 m2) of retail space on two floors, widened and expanded departments, various interactive experiences (including a driving simulator and virtual reality), as well as a rotating exhibit of Hockey Canada memorabilia.

[48] In September 2022, Canadian Tire opened a 135,000 sq ft (12,500 m2) flagship location at Carlingwood Mall in Ottawa to mark the company's centennial; it introduces a large-scale concept called "Remarkable Retail," which carries a modernized design and focuses on enhancing its auto centres, seasonal departments, and delivery and pickup services.

[51][52] The following month, Canadian Tire also opened its largest location to-date in Chilliwack, British Columbia at the Cottonwood Centre; occupying a former Sears, it has 170,000 sq ft (16,000 m2) of retail space.

Due to space constraints, some smaller Canadian Tire locations removed their Mark's department when remodelled into the "Smart store" format .

[46] In May 2018, the Ontario Teachers' Pension Plan sold the Norwegian sportswear retailer Helly Hansen to Canadian Tire for $985 million.

[55] In February 2021, Canadian Tire announced the closure of all National Sports stores, citing a focus on efficiencies and core assets.

As part of the deal, CTC signed a 10-year supply agreement with Party City's parent company Amscan.

[57] Historically, Canadian Tire's Christmas ads featured Santa Claus and Ebenezer Scrooge arguing about whether Canadian Tire's selection or their sales prices were the reason to do Christmas shopping there, involving the marketing slogan "Give like Santa, save like Scrooge".

Starting in 2007, the company ran month-long advent calendar promotions, offering free CDs and discounts throughout the holiday season.

In 2013, Canadian Tire produced a commercial promoting its MasterCraft Eliminator Ultra car battery, and its ability to function in extreme cold, which featured a stripped GMC Sierra pickup truck with its body re-created as an ice sculpture.

[58][59] In March 2015, Canadian Tire launched a new ongoing marketing campaign, "Tested for Life in Canada."

[64] The home arena of the Ottawa Senators of the National Hockey League (NHL) has been known as the Canadian Tire Centre since 2013.

[65] The company sponsors the Northern Super League, which is planned to be Canada's top division of women's soccer.