Hudson's Bay Co has launched websites for its Bay and discount Zellers chains in what company officials call a "low profile" start-up. Hudson's Bay has an edge because hbc.com allows shoppers to find goods from both its traditional store - the Bay - and Zellers that would not otherwise be available at both the bricks-and-mortar banners, president George Heller said. For example, the Bay sells furniture, while Zellers does not.