Zellers is set to make a comeback once more, with a new launch scheduled at Londonderry Mall in Edmonton. The revival of the discount retailer, which has seen multiple closures and re-openings since its establishment in 1928, will maintain its focus on affordable family products while streamlining its merchandise selection and reimagining its store layouts.
The reimagined Zellers will occupy smaller spaces and offer a selection of men’s, women’s, and children’s clothing, along with home goods, luggage, and seasonal items. Categories such as toys and pharmaceuticals, previously associated with Zellers, will be omitted from the new lineup. Joey Benitah, the Chief Operating Officer of Zellers, emphasized that the core of the business will be providing value, as it has always been a timeless aspect of the brand.
The Benitah family, with a long-standing presence in Canada’s retail sector owning various clothing and houseware brands, including Fairweather and Bombay, acquired the rights to Zellers from Hudson’s Bay in August. The family envisions a phased approach to the relaunch, starting with a few key brands and product categories at the Londonderry location and expanding as the chain grows.
While the exact amount paid for the rights was not disclosed, documents suggest it could have been around $100,000. The opportunity to add Zellers to their portfolio was described as a unique chance by Benitah, who expressed a deep appreciation for the brand’s heritage and value. The plan is to bring Zellers back to major markets across Canada in the near future, with a focus on former HBC properties for new store locations.
The reinvigorated Zellers will feature products from well-known brands like Reebok, Disney, and DKNY, with plans to introduce more brands and product categories in the future. Although some elements of Zellers’ past, such as the toy department and pharmaceuticals, will not be reintroduced due to market competition, new concepts and partnerships are being explored.
The Zellers diner, a nostalgic feature from the past, will not be part of the new stores; however, innovative food and beverage concepts are in development. The upcoming Zeddy-themed partnership supporting children affected by cancer is also on the horizon. While Zellers’ history is rich with ups and downs, the brand’s resilience and adaptability are evident in its latest revival efforts.