Zellers is set for another comeback, marking a resurgence for the discount retailer that has seen multiple revivals since its establishment in 1928. The latest relaunch will take place at Londonderry Mall in Edmonton, maintaining the brand’s focus on affordable family products while streamlining its merchandise selection and reimagining its store layouts.
The revamped Zellers stores will occupy smaller spaces and offer a range of men’s, women’s, and kids’ apparel, along with home goods, luggage, and seasonal items. However, categories like toys and pharmaceuticals will be excluded from the new lineup. The emphasis will be on providing value to customers, as noted by Joey Benitah, Zellers’ chief operating officer, emphasizing the enduring appeal of affordability.
The Benitah family, with a strong presence in Canada’s retail sector for over five decades, has ventured into various retail ventures, including clothing chains and houseware brands. In a strategic move, they acquired the Zellers name, logo, and associated assets from Hudson’s Bay, following the latter’s financial challenges. This move presented a unique opportunity for the Benitahs to reintroduce Zellers to the Canadian market.
The relaunch strategy involves a phased approach, starting with select brands and product categories and expanding as the chain grows. While the exact number of stores planned for opening remains undisclosed, the goal is to reintroduce Zellers across major Canadian markets within a short timeframe. The focus will be on occupying smaller spaces within former HBC properties, aiming for a more efficient retail footprint.
The new Zellers stores will feature popular brands like Reebok, Spyder, Chaps, DKNY, Disney, Marvel, and Nickelodeon, with plans to introduce more brands and product categories in the future. While some aspects of Zellers’ past, such as the iconic Zeddy character, will be revived, items like toys and pharmaceuticals will be excluded due to market dynamics dominated by major competitors like Amazon and Walmart.
The Zellers diner concept will not be part of the revamped stores; however, innovative food and beverage concepts are in development for future implementation. The new Zellers iteration aims to offer a contemporary shopping experience while honoring the brand’s legacy and adapting to evolving consumer preferences in the retail landscape.
