Zellers has officially reopened its doors in Canada, beginning a bold new chapter for the heritage retailer with the launch of its first reimagined store at Londonderry Mall in Edmonton. The opening on Thursday drew enthusiastic crowds and emotional shoppers, many expressing nostalgia and surprise that the beloved chain had returned once more.
For Joey Benitah, Chief Operating Officer of Zellers, the moment was the culmination of months of work and decades of family history in Canadian retail. “We’ve seen an overwhelmingly positive and heartwarming response,” said Benitah. “There’s so much love for the brand, and we’re humbled by how Canadians have welcomed Zellers back.”

The new Zellers Londonderry Mall Edmonton location occupies one level of a former Hudson’s Bay department store. The Bay had been converted into a smaller outlet format during the pandemic, and shut permanently along with all Bay locations in June. That opportunity allowed Zellers’ leadership to debut its new small-format concept — a strategic shift designed to bring back the best of the brand in a sustainable, modern way.
A Phased Approach to Relaunching a Canadian Classic
Benitah emphasized that the new Zellers is not a simple revival but a careful reinvention. “This is an iconic brand with so much history, and we need to get it right,” he said. “We’re taking a phased approach. Lstening, learning, and adapting quickly to customer feedback.”
Zellers’ plan is to start modestly, refine its merchandise and store model, and expand gradually across the country. The phased rollout allows the company to remain nimble while ensuring the concept remains profitable long term.
“The objective,” Benitah explained, “is to find the sweet spot between offering Canadians the categories they love most at exceptional value, and maintaining a sustainable business model that works nationally.”
This strategy means that the Zellers Londonderry Mall Edmonton store will serve as an early iteration of what future stores may become. Over time, the retailer will adapt its assortment, store design, and brand partnerships based on customer feedback and performance.

Strong Community Ties and Local Partnership
Selecting Edmonton for the first relaunch was no accident. “Historically, Edmonton has been a fantastic market for Zellers,” said Benitah. “The customer base here has always been strong, and there’s a deep emotional connection to the brand.”
He credited the partnership with Londonderry Mall’s ownership Leyad as instrumental in bringing the concept to life. “The landlord was incredibly supportive and patient,” he added. “They understood the vision and shared our excitement about making Londonderry the first site of Zellers’ comeback.”
Londonderry Mall, one of Edmonton’s most established shopping destinations, has undergone major renovations and tenant diversification in recent years. Zellers’ addition marks a significant milestone for the property, adding to a tenant mix that includes La Maison Simons, H&M, Winners, and No Frills.

Reinventing the Department Store for Today’s Shopper
The new Zellers format, known internally as Zellers 3.0, is a smaller value-focused department store ranging from 30,000 to 50,000 square feet. The layout features a curated selection of apparel, home goods, accessories, and seasonal items, designed to be easy to navigate and shop.
“We’re reintroducing Zellers as a family-first, approachable department store for today’s consumer,” said Benitah. “Customers have told us they want a smaller, more intimate shopping experience that still offers great value and the same warmth they remember.”
In Edmonton, shoppers will find apparel for men, women, and children, as well as home décor, bedding, bath, luggage, and giftable seasonal items. Early feedback, according to Benitah, has been extremely positive. “We’ve had people telling us all day how impressed they are by the prices,” he said. “It’s clear Canadians still appreciate value done right.”

Zellers’ assortment includes brands such as Reebok, Spyder, Chaps, Canada Weather Gear, DKNY Kids, and character-themed children’s accessories from Nickelodeon, Marvel, and Disney. Footwear and additional product categories are expected to roll out as the brand evolves.
The Return of Zeddy and Community Connection
No discussion of Zellers is complete without mentioning its beloved mascot, Zeddy the bear, who will make his official comeback next year. The new Zellers store introduces Zeddy’s World, a dedicated family area where shoppers can purchase their own Zeddy and customize his clothing and accessories.
“We’re giving Zeddy a whole new life,” said Benitah with enthusiasm. “Customers will be able to change his outfits and interact with him in fun, creative ways. It’s a nod to nostalgia but also something exciting for a new generation.”
Beyond merchandise, Zellers plans to rebuild its community legacy through charitable partnerships. Benitah confirmed that the company is developing a national initiative to support pediatric oncology camps across Canada. “It’s something we feel very passionate about,” he said. “Zellers has always been about families, and this is an important way to give back.”

Balancing Heritage with Innovation
While the new Zellers draws heavily on nostalgia, its leadership team is focused on modernization. E-commerce will be an essential part of that evolution, with an online store expected to launch in 2026.
“We want to get it right,” said Benitah. “When we launch online shopping, the experience will be seamless and something Canadians truly love.”
Plans are also underway to reintroduce Club Z, the retailer’s historic loyalty program, though no specific timeline has been set. “It’s on the list,” he confirmed. “We know customers remember it fondly.”
Zellers’ pricing strategy will remain a core differentiator, balancing affordability with quality. “It’s not about being cheaper than Walmart or anyone else,” said Benitah. “It’s about being extremely competitive and offering real value across every category.”

Real Estate Strategy and National Growth Plans
In terms of expansion, Zellers’ team is leveraging opportunities in the wake of Hudson’s Bay’s collapse earlier this year. Former HBC sites are now vacant, providing accessible real estate options for Zellers to repurpose efficiently.
“Our initial focus is to partner with landlords to occupy one level of former HBC stores,” said Benitah. “Some of these spaces could take years to redevelop, so our goal is to bring them back to life in the interim.”
By using existing anchor spaces, Zellers can minimize build-out costs and reinvigorate key shopping centres across the country. Benitah confirmed that the company is exploring locations in major markets nationwide, with announcements expected in Spring 2026.
“It’s rare that such large, high-quality spaces become available,” he said. “This is a unique moment to restore activity and vibrancy to these properties.”
The Legacy of the Benitah Family in Canadian Retail
The Benitah family is no stranger to Canadian retail. Over the past five decades, they have operated well-known banners including Fairweather and International Clothiers. In 2019, Joey and his sister Rachel launched Wyrth, a contemporary home décor brand geared toward millennial shoppers in the Greater Toronto Area.
In August 2025, their company, Les Ailes de la Mode Inc., acquired the Zellers trademarks, logo, mascot, and the rights to Club Z and the portrait studio from Hudson’s Bay. The acquisition price has not been disclosed.
For Benitah, the value of the Zellers name goes far beyond its balance sheet. “Zellers means something to Canadians,” he said. “We see incredible potential in bringing it back the right way, with authenticity, warmth, and pride.”

A New Chapter Rooted in Nostalgia
Zellers’ revival comes at a time when Canadian consumers are re-evaluating what value, community, and identity mean in retail. For many, the brand represents simpler times including family outings, affordable finds, and the unmistakable presence of Zeddy the bear greeting children at store entrances.
“I spent the day at the grand opening talking to as many customers as I could,” said Benitah. “The number of people who said ‘thank you for bringing Zellers back’ was incredible. The energy was contagious.”
As the company moves forward, the Zellers Londonderry Mall Edmonton store will serve as both a testing ground and a symbol of what’s possible in Canadian retail. For shoppers and industry watchers alike, its success could signal a broader trend, one where nostalgia meets smart, sustainable retail strategy.
“Canadians deserve Zellers back,” said Benitah. “And this time, we’re building it to last.”






















