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Virtually every day at lunchtime for 72 years, a bagpiper has wandered through the upscale boutiques of the Ogilvy store on Ste-Catherine St., serenading customers from the fifth floor to street level for about 20 minutes.

The tradition, which has delighted some customers and irritated others, ended Wednesday.

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“After careful consideration, the decision was made to discontinue lunchtime concerts by the Ogilvy piper,” said Normand Ciarlo, divisional vice-president of Holt Renfrew and Ogilvy. (The Selfridges Group, which includes Holt Renfrew & Co. Ltd., acquired Ogilvy in 2011. A $60-million expansion of the Ste-Catherine St. building to merge the two stores is underway.)

“We would like to thank all Ogilvy pipers, past and present, for their contribution to the historical character of the store. As we work to bring Holt Renfrew and Ogilvy together, we will continue to establish new traditions and events that are inspired by both brands and honour Montreal’s rich fashion heritage.”