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.”
Awesome read! Love that the new owners are open to change and developing the brand. If they truly listen to Canadians and bring in merchandise we all want to see sold at a Zellers, it will be successful. This is such a good start, love that they said this is a test store and it will change and get better as time goes on. People need to remember that! Going to make a trip to Edmonton to shop at Zellers.. a true Zellers. Love that they also used the heritage Zellers logo. The Bay messed up the Zellers relaunch. Zellers 3.0 is off to a better start and if they truly do change the product offering to what people are saying and asking for. I can see if being successful
Given its rushed launch, I have to admit that this looks more authentic and better executed than I expected it to be. Zellers 3.0 doesn’t need to be the biggest or the absolute cheapest, but many Canadian families would probably appreciate more competition for affordable, quality basics.
Zellers without Zellers tradition is just a store named alike.
Owners should learn from their past failures.
The captive market of Zellers are the loyals the grew up with it enjoying family ties having lunch together at the store and enjoying the shopping joy afterwards. Now this generations have.grown up and want to relive that wirh kids of their own. Saying no to the eatery shop and no to toys sets the store far apart from the tradition they pretend to foster. A dumb decision that could doom the business feom the start.
Canada is full with newcomers that never experienced that family bonding tradition with Zellers, for this market sector, Zellers is just a store and the name does not.mean anything, there are no tradition attachments, they have surely more attachments to Zellers competitors. Market is also.about feelings, tradition and psychology. Arrogance is an enemy of business success, intelligence and tactful strategies playing the roll of customer and their thoughts is a wise step towarda business success. Your Present market are the Kids of Yesterdays and their Descendants that know the stories, begin satisfying that market before to avoid facing another failure.
This seems promising so far, I really hope this is successful and we get locations country wide and I still hold out hope for an eventual full format store to compete with Walmart.
Went to the return of Zellers today, expecting it to be almost the same as it was back in the day (I’m 69). I understand the decision made regarding toys and pharmaceuticals, but all I saw was a clothing store. Alot of the clothes were the same as stores already in Londonderry Mall. So many memories of having lunch, shopping for toiletries, makeup, etc. I was disappointed. Maybe, at least, if the restaurant was there, it would have been closer to the original Zellers.
I don’t know if you know what Primark is, but its an old dept store from the UK, they did what sounds like Zellers has done, they downgraded from a “department” store to just being a clothing and home store. Sounds a but of a downer now, but at least it will help fill up so many empty spaces in our malls which many feel empty now with so many big stores gone.
WTH, you go to Dept. Stores to eat???
Clothes from International Clothiers & Fairweather does not make a Zellers. Plus no restaurant. I say forget the store & just open Zellers restaurants across Canada…that’s what people are talking about & wanting the most ..it’s very nostalgic for many people.
Don’t think the store will last with the clothes that are in there. Personally I dont walk into a Fairweather or International Clothiers…crap polyester.
It sounds like people are annoyed there are departments missing from the new Zellers, but the owner clearly says he wants to start slow and expand with customer feedback. A new business that offers too much at once is not sustainable and extremely complicated. Starting with clothing and home (the owners forte) generating profit and reinvesting int more departments like electronics, pharmacy, toys and restaurant. These things take time and support. So if you want to see it return full force, I would start supporting because we’re talking about the success of a Canadian owned, Canadian brand.
Jesus people, get over the Restaurant component, almost every Zellers location before closing didn’t have a restaurant. While some may have nostalgic around it, the majority of people couldn’t care less. The cost to run a restaurant now days is also not what it was like back in the 80’s or 90’s and if they brought it back you’d then be complaining about 20 dollar hamburger meals.
Many like my self are happy to see a possible competitor return as an alternative to Wal-Mart in various categories.
You definitely have a point about the cost of food. I’m curious what a meal at a Zellers restaurant would cost (a restaurant scaled to be profitable) — unless it was a loss leader, a $20 hamburger etc. would be expected.
The best thing about the old Zellers was the one stop shopping.Toys,clothes,household items,gift wrapping,drugs…..and best of all the cheap,good,cafeteria type of food,that you always had to stand in line for,because they were always lined up to eat there………They have a lot to do to make me want to come back to the store again,….not much to see in there right now
NO TOYS!!??? Not the Zeller’s I would want to shop/spend my hard earned money in…..Zeller’s HOME store is more like it! No competition with Wal mart then….they have toys, dolls, little girl/boy stuff…. pets too. Seems like they are shooting the shi**, and are using this format to see if they make a profit…got to support the share/stakeholders…never for the consumer, always for the $$$$ elite……….we (CANADA) will never again see the shopping format of times gone bye-bye and not buy/buy!! …Eaton’s; Sears; Hudson’s Bay etc..We have enough, HOME store stores, for our shopping pleasure….SORRY Zeddy 🙂 creating employment is important ! ! !