Zellers, the iconic discount retailer with a storied history dating back to 1928, is set for yet another revival, this time at Londonderry Mall in Edmonton. The upcoming relaunch will maintain its focus on affordable family products but will undergo changes in the types of items offered and the store layout.
The new Zellers iteration will occupy smaller spaces compared to its previous large store format and will feature a selection of men’s, women’s, and kids’ clothing, along with home goods, luggage, and seasonal items. Categories such as toys and pharmaceuticals will be excluded from the new lineup.
Joey Benitah, Zellers’ chief operating officer, emphasized the brand’s commitment to value, stating that affordability is a timeless aspect of the business. The Benitah family, known for their presence in the Canadian retail market for over five decades, acquired the Zellers name, logo, and associated assets in August, including the beloved mascot bear Zeddy.
The relaunch strategy will involve a phased approach, starting with select product categories and gradually expanding as the chain grows. The focus will be on smaller, more manageable store spaces, departing from the massive footprint Zellers once had. The aim is to eventually bring Zellers back to major markets across Canada in the near future.
The revitalized Zellers will feature products from popular brands like Reebok, Spyder, DKNY, Disney, and more, with plans to introduce additional brands and product categories. While some aspects of Zellers’ past, such as the diner and certain product lines, may not be reintroduced, the brand is exploring new concepts to enhance the shopping experience.
The Benitah family’s deep roots in the retail industry have enabled a swift transition from concept to reality, with a vision to revive Zellers in a modern and competitive retail landscape. As the brand prepares for its relaunch, nostalgia and excitement surround the return of this beloved Canadian retail icon.