Zellers is set for another comeback, marking a return to the retail scene following multiple resurrections since its inception in 1928. The upcoming relaunch at Londonderry Mall in Edmonton will maintain its focus on providing affordable family-oriented products while revamping its approach to merchandise selection and store sizes.
The revived Zellers will operate in smaller spaces, offering a range of men’s, women’s, and children’s apparel, along with home goods, luggage, and seasonal items. However, the new iteration will exclude categories like toys and pharmaceuticals that were once synonymous with Zellers.
Emphasizing value as a timeless attribute, Joey Benitah, Zellers’ Chief Operating Officer, highlighted the brand’s enduring appeal. The Benitah family, with a longstanding presence in Canada’s retail sector, has a portfolio that includes clothing chains such as Fairweather and International Clothiers, as well as houseware brands like Bombay and Bowring.
Acquiring the Zellers name, logo, and associated assets, including mascot bear Zeddy, loyalty program Club Z, and the Zellers portrait studio, the Benitahs saw this move as a unique opportunity. The family’s expertise in retail facilitated a swift transition from concept to reality, with a phased approach planned for the relaunch at the Londonderry location.
The future vision for Zellers will involve opening stores in major Canadian markets, targeting former Hudson’s Bay Company properties for their strategic locations. By focusing on compact spaces up to 50,000 square feet, the new Zellers aims to offer a curated selection of products from renowned brands like Reebok, Spyder, and Disney, with plans to introduce more brands and categories in the future.
While some elements from Zellers’ past, such as the iconic Zeddy character, will be reintroduced alongside innovative concepts like a customizable stuffed animal area, others like toys and pharmaceuticals will be excluded due to market saturation by online giants. The Zellers diner concept will not be part of the revival, but the brand intends to introduce engaging food and beverage experiences.
This new chapter in Zellers’ history marks a strategic evolution, building on its storied legacy while adapting to changing consumer preferences and market dynamics.