Zellers is set for a comeback once again as the discount retailer, known for its ups and downs since its establishment in 1928, will relaunch at Londonderry Mall in Edmonton on Thursday. The new approach will maintain the original focus on budget-friendly family products but with a streamlined range of items and a reimagined store format.
The revived Zellers will operate in smaller spaces, offering a selection of men’s, women’s, and kids’ clothing, along with home goods, luggage, and seasonal products. It will exclude certain categories like toys and pharmaceuticals that were previously associated with Zellers.
According to Joey Benitah, Zellers’ chief operating officer, the core value of affordability remains at the forefront of the brand’s relaunch, emphasizing its timeless appeal. Benitah’s family, with a long history in the Canadian retail sector, has ventured into various retail businesses over the years, including clothing chains and houseware brands.
The acquisition of the Zellers name, logo, and associated assets was completed by the Benitah family through Les Ailes de la Mode Inc. from Hudson’s Bay. The move to bring Zellers back was described as a unique opportunity by Benitah, who expressed admiration for the brand’s heritage and value.
The family’s expertise in the retail industry facilitated a swift transition from concept to reality within three months, with the initial store in Londonderry Mall serving as a teaser for the brand’s relaunch strategy. The phased approach will involve starting with key brands and product categories and expanding as the chain grows.
While the exact number of stores planned for opening was not disclosed, Benitah aims to reintroduce Zellers to major markets across Canada in a relatively short timeframe. Targeting former HBC properties, the new Zellers stores will occupy spaces measuring up to 50,000 square feet, deviating from the massive footprints of traditional department stores.
The upcoming Zellers stores will feature popular brands like Reebok, Spyder, Chaps, and Disney, with plans to introduce more brands and product categories in the future. Notably, the Zellers diner concept will not be part of the stores, but the company is exploring innovative food and beverage concepts for future implementation.
Certain elements from Zellers’ history, such as toys and pharmaceuticals, are likely to be excluded from the revived stores due to strong competition from online giants like Amazon and Walmart. The Zellers team is also considering a Zeddy-themed initiative to support children’s cancer camps in the future.
The anticipated relaunch of Zellers symbolizes a new chapter for the iconic brand, blending nostalgia with a modern retail approach tailored to meet the evolving needs of Canadian consumers.