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The Source (formerly The Source by Circuit City, and before that RadioShack Canada) is a Canadian consumer electronics and cell phone retailer with locations across Canada. Acquired by Bell Canada in 2009, it operates as a subsidiary of BCE Inc. The Source offers a range of products including mobile phones, computers, tablets, televisions, audio equipment, gaming products, and smart home devices. It also serves as a key retail channel for Bell Mobility and Virgin Plus services.
The Barrie headquarters serves as the central command for The Source's national operations, overseeing strategic planning, merchandising, marketing, supply chain management, IT, finance, and human resources for its retail stores and e-commerce platform.
The headquarters is a modern corporate office facility designed to support administrative and operational functions. While specific architectural details are not widely publicized, it likely includes collaborative workspaces, meeting facilities, and standard corporate amenities.
As a retail-focused company and a subsidiary of Bell, the work culture likely emphasizes customer service, sales performance, technological adaptation, and collaboration. It would blend a dynamic retail environment with the corporate standards of a large telecommunications parent.
The headquarters is crucial for coordinating the company's extensive network of retail stores across Canada, managing vendor relationships, implementing marketing strategies, and integrating Bell and Virgin Plus services into its offerings.
The Source's primary operational and retail presence is concentrated within Canada. It operates a vast network of stores across the country and a Canadian e-commerce site. While it procures products from international manufacturers and suppliers, its direct corporate and sales footprint is domestic. As a subsidiary of Bell Canada (BCE Inc.), it indirectly benefits from Bell's broader international relationships in telecommunications and technology procurement.
279 Bayview Drive
Barrie
Ontario
Canada
Address: 8040 Torbram Road, Brampton, ON L6T 3T2 (Note: Specific public addresses for distribution centers can vary or be less publicized)
Supports nationwide distribution and logistics, ensuring efficient delivery of a wide range of electronic products to stores and customers throughout all Canadian provinces.
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As of April 2025, The Source' leadership includes:
The Source has been backed by several prominent investors over the years, including:
No major public announcements regarding executive new hires or exits specifically for The Source's top leadership team (such as President or direct reports) have been identified in mainstream news channels over the last 12 months. Leadership changes, if any, may have been internal shifts within The Source or its parent company Bell, and not widely publicized. Ron Bauman continues to be listed as President.
Discover the tools The Source uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
The Source, as a subsidiary of Bell Canada, may utilize email formats common within the Bell organization or specific to @thesource.ca. Common corporate email patterns include combinations of first name and last name.
firstname.lastname@thesource.ca or firstinitial.lastname@thesource.ca
Format
ron.bauman@thesource.ca
Example
70%
Success rate
MobileSyrup • December 21, 2023
The Source has officially launched its Boxing Day 2023 sale event, offering a wide array of discounts on electronics such as smartwatches, gaming peripherals, speakers, headphones, and laptops. These deals are available both online and in its retail stores across Canada....more
MobileSyrup • November 10, 2023
The Source, along with Best Buy, initiated its early Black Friday sales, providing customers with premature access to discounts on various consumer electronics, including popular items like headphones, smart home technology, and televisions....more
Cartt.ca • June 29, 2023
Bell Canada has reportedly reached an agreement to sell The Source's headquarters building located at 279 Bayview Drive in Barrie, Ontario. The deal includes a leaseback provision, meaning The Source will continue to operate from this location under a lease agreement. This move is part of Bell's broader strategy to optimize its real estate portfolio....more
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