Discount retailer Zellers is set to relaunch on November 2, 2023, at Londonderry Mall in Edmonton. Known for its affordable family-focused offerings, Zellers aims to tailor its merchandise selection for modern consumers while downsizing its retail space significantly.
Zellers’ New Plans for Relaunch
The new Zellers will focus on selling essential items, including:
- Men’s, women’s, and children’s apparel
- Home goods
- Luggage
- Seasonal items
However, the retailer will phase out categories like toys and pharmaceuticals, citing intense competition from major players like Amazon and Walmart. This decision aligns with the company’s commitment to providing the best value in the Canadian market.
Leadership and Background
Joey Benitah, the chief operating officer of Zellers, has deep roots in the Canadian retail landscape. He and his family have been involved in various clothing and houseware brands for over 50 years. Under their management, the Zellers brand was revived after being acquired from Hudson’s Bay Company (HBC) for an estimated $100,000.
The Vision Ahead
Benitah has expressed a clear vision for Zellers, stating that they will operate smaller locations — no more than 50,000 square feet — rather than the massive stores of the past. This approach allows them to maximize former HBC properties, which had housed Zellers previously. Although the exact number of future stores remains undisclosed, Benitah is committed to bringing Zellers back to major Canadian markets swiftly.
Product Offerings and Future Plans
The relaunch will initially introduce familiar name brands, including:
- Reebok
- Spyder
- Chaps
- DKNY
- Disney
- Marvel
- Nickelodeon
Additional products, including footwear, are expected to join the offerings as the brand expands. There are also plans to incorporate a teddy bear version of the Zeddy character and a customizable stuffed animal section in the next year.
Community Engagement
Moreover, Zellers aims to foster community connections by considering a partnership that supports camps for children affected by cancer.
Historic Context
Zellers has a rich history dating back to 1928. The company’s legacy features various ownership changes and a peak of 350 stores, which dwindled significantly by 2013. The last two stores were closed in 2020, marking the end of an era.
As Zellers prepares for its launch, it seeks to establish a fresh identity while honoring its storied past, led by a family that understands the value of its brand. The team’s experience and strategic planning signify Zellers’ commitment to re-establish itself in the Canadian retail market.
