Zellers, a well-known discount retailer with a storied history dating back to 1928, is set for another comeback, this time at Londonderry Mall in Edmonton. The brand, which has undergone multiple revivals over the years, is returning with a fresh approach that focuses on offering affordable family-oriented products.
The revamped Zellers will maintain its core value proposition while streamlining its product offerings and reimagining its store layouts. The new stores will be smaller in size and will feature a curated selection of men’s, women’s, and kids’ apparel, as well as home goods, luggage, and seasonal items. However, categories like toys and pharmaceuticals will no longer be part of the product mix.
Joey Benitah, Zellers’ chief operating officer, emphasized that the brand’s commitment to value remains unchanged, citing it as a timeless aspect of the business. The Benitah family, with a rich history in the retail sector, acquired the Zellers name, logo, and associated assets in 2021, viewing it as a unique opportunity to revive a beloved brand.
The relaunch strategy will involve a phased approach, starting with a few key brands and product categories and expanding as the chain grows. While the exact number of stores planned for the future remains undisclosed, Benitah expressed intentions to reintroduce Zellers to major markets across Canada within a short timeframe.
The new Zellers stores will feature products from popular brands like Reebok, Spyder, DKNY, Disney, and others, with plans to introduce additional brands and product categories in the future. Notably, the iconic Zeddy character will make a return in a teddy bear form, along with plans for a Zeddy-themed initiative supporting children affected by cancer.
Certain elements from Zellers’ past, such as the diner concept and specific product categories like toys and pharmaceuticals, will not be part of the relaunch strategy. Benitah explained that the focus will be on offering competitive value in selected departments, steering clear of areas dominated by major retailers like Amazon and Walmart.
The new Zellers stores aim to provide a unique shopping experience, with future plans for interactive concepts and ideas in the food and beverage segment. Benitah’s vision for the brand reflects a blend of nostalgia and innovation, as Zellers seeks to reclaim its position in the Canadian retail landscape.
