Zellers, the iconic Canadian discount retailer, is set to relaunch on Thursday at Londonderry Mall in Edmonton. This revival marks another chapter in the brand’s long history, which began in 1928.
Zellers’ New Direction
The new Zellers aims to maintain its commitment to delivering affordable family offerings. However, it will have a streamlined focus. The revamped locations will be considerably smaller than before, prioritizing practicality in their operations.
The store will feature a range of products including:
- Men’s, women’s, and children’s apparel
- Home goods
- Luggage
- Seasonal items
Notably, categories like toys and pharmaceuticals will not be part of the new lineup. Zellers’ Chief Operating Officer, Joey Benitah, emphasized that providing value remains paramount.
The Family Behind the Brand
Joey Benitah’s family has been entrenched in Canada’s retail landscape for 50 years. They have previously owned notable clothing chains such as Fairweather and International Clothiers. His family also acquired the rights to the Zellers name, logo, and mascot, Zeddy, from Hudson’s Bay Company (HBC) in August.
Although the exact price paid for these rights remains undisclosed, it has been speculated to be around $100,000. This acquisition followed HBC’s financial struggles, culminating in significant debt that led to major operational changes.
A Thoughtful Relaunch Strategy
Benitah intends to approach the relaunch in phases. The Londonderry location will serve as an initial test, with plans to introduce additional brand categories and products over time. Future Zellers stores will occupy smaller spaces, typically not exceeding 50,000 square feet.
While there are no specifics on the total number of stores planned, Benitah expressed ambition to restore Zellers across all major Canadian markets swiftly.
Product Line and Brand Partnerships
The relaunch will feature products from well-known brands such as:
- Reebok
- Spyder
- Chaps
- DKNY
- Disney
- Marvel
- Nickelodeon
New offerings will include a teddy bear version of Zeddy and a customization area for stuffed animals, slated for introduction next year. Plans to develop a Zeddy-themed initiative supporting children affected by cancer are also underway.
Exclusions from the New Zellers
Despite the nostalgic revival, certain traditional features will not return. Toys and pharmaceuticals are notably absent from the new Zellers due to intense market competition from larger retailers like Amazon and Walmart.
Furthermore, while previous versions included a diner concept, the new Zellers will introduce innovative food and beverage approaches soon, moving away from the old diner model.
Reflecting on Zellers’ Legacy
The original Zellers began in Ontario in the early 1920s and underwent numerous transformations. Its peak came in the late 20th century when it operated 350 stores. However, by 2013, the chain faced widespread closures and by 2020, only two locations remained operational.
With a fresh vision and strategic updates, Zellers seeks to engage a new generation of shoppers while honoring its storied past in Canadian retail. The grand reopening at Londonderry Mall on Thursday promises to be an event to remember.
