Zellers, a well-known discount retailer, is set to make a significant comeback in Ontario. After its initial relaunch in Edmonton last October, the brand is planning to expand its operations with new locations in Toronto and Windsor this summer.
Zellers’ New Ontario Locations
The first new store will open on June 18 on Orfus Road, just south of Yorkdale Mall in Toronto. Following this, another outlet will debut at Tecumseh Mall in Windsor in July. These openings are part of Zellers’ strategy to nationalize the brand across Canada.
National Expansion Plans
- Current store: Edmonton (Londonderry Mall)
- Future locations: Toronto (Yorkdale area) and Windsor (Tecumseh Mall)
- Plans to expand into major cities, including Brampton, Scarborough, Calgary, Vancouver, and Ottawa
Joey Benitah, the chief operating officer, emphasized the goal to establish a presence in all major markets from coast to coast. Negotiations for new leases in several locations are already underway.
Store Offerings and Changes
The new Zellers stores will offer a variety of products, including apparel, home goods, luggage, and seasonal items. Brands featured will comprise Adidas, Juicy Couture, Dickies, and Von Dutch. Notably, two exciting new categories will be introduced: food and toys.
New Categories Introduced
- Food: Snacks such as popcorn, chips, and candy
- Toys: Plushies, puzzles, outdoor games, and beach buckets
Initially hesitant to include toys in the product range, Benitah decided to expand this category in response to positive customer feedback. The limited initial selection of toys at the Edmonton store saw great success, prompting a strategic evolution for the toy department.
Market Context and Competition
The expansion arrives during a transformative period for the retail landscape in Canada, particularly as Toys “R” Us Canada faces store closures. This situation may create an opportunity for Zellers to capture additional market share in the toy sector.
Ownership and Brand History
Zellers is now owned by the Benitah family, who acquired the brand last year from Hudson’s Bay Company after its financial downturn. This acquisition included not only the Zellers name but also its logo, mascot Zeddy, and the loyalty program Club Z.
While the Benitah family is focused on Zellers, they are also revitalizing Les Ailes de la Mode, another discount department store. Legal disputes about trademark rights related to the Zellers brand involving the Moniz family of Quebec continue, but Benitah declined to comment on this ongoing case.
As Zellers reestablishes itself in Ontario, it seeks to create a modern shopping experience while honoring its storied legacy in Canadian retail.
