Zellers is set for another revival as it returns to the retail scene once more. The discount retailer, established in 1928 and known for its multiple resurrections, will see a fresh launch at Londonderry Mall in Edmonton. This latest comeback will maintain the brand’s focus on affordable family products but will introduce a new strategy by downsizing its stores and refining its product offerings.
The revamped Zellers will occupy smaller spaces and offer a selection of men’s, women’s, and kids’ clothing, along with home goods, luggage, and seasonal items. However, it will exclude categories such as toys and pharmaceuticals that were previously associated with Zellers. Emphasizing value, Joey Benitah, Zellers’ chief operating officer, highlighted the brand’s enduring appeal in an interview with The Canadian Press.
With a rich background in Canada’s retail industry, Benitah’s family has been involved in various clothing and houseware brands, including Fairweather, International Clothiers, Bombay, and Bowring. Their recent acquisition of the Zellers name, logo, and associated assets from Hudson’s Bay presents a significant opportunity for the family.
Taking a phased approach to the relaunch, the new Zellers will start with a limited range of brands and product categories and gradually expand as the chain grows. Benitah aims to reintroduce Zellers to major markets across Canada in the near future, focusing on smaller store formats and strategic locations.
The revived Zellers will feature popular brands like Reebok, Spyder, Chaps, DKNY, Disney, Marvel, and Nickelodeon, with plans to introduce more brands and product categories later on. While some elements of Zellers’ past, such as the iconic Zeddy character, will make a return, items like toys and pharmaceuticals may not be included due to strong competition from online retail giants.
Although certain nostalgic aspects of Zellers, like the famous Zellers diner, will not be part of the new stores, Benitah hinted at innovative food and beverage concepts in the pipeline. The upcoming Zellers stores will offer a fresh take on the brand’s heritage while adapting to the evolving retail landscape and consumer preferences.