A giant inflatable Zeddy Bear towered above Zellers‘ new Toronto store Thursday morning as customers gathered in the rain for the opening of the retailer’s latest standalone location.
The weather did little to dampen enthusiasm. Shoppers, media representatives and social media influencers assembled outside the store at 80 Orfus Road ahead of a ribbon-cutting ceremony led by Zellers Chief Operating Officer Joey Benitah and his father, Isaac Benitah, and other family. As the ribbon was cut, the crowd applauded and cheered before customers quickly streamed inside. Throughout the morning, he and members of his family greeted customers, spoke with media and helped host the opening-day celebrations.
The turnout was notable given the conditions. Despite steady rain, customers arrived early for the opening, while major media outlets including CBC and Global News were also on hand to cover the event.
Retail Insider walked through the store, noting key merchandise categories, value pricing and experiential features such as the Zellers Diner on Wheels and the return of the kiddie ride.
A New Home for the Standalone Zellers Concept
The Toronto location occupies a building owned by the Benitah family that previously housed Designer Depot, a discount retail concept that operated at the site for years. Today, little evidence of the former retailer remains.
The building has been extensively transformed, featuring a bright red exterior, prominent Zellers branding and a fully redesigned interior. The result feels like a dedicated retail destination rather than a temporary concept.
Unlike many major retail openings in Toronto, the store is located in a commercial district near Yorkdale Shopping Centre rather than within a traditional enclosed mall. Most visitors are likely to arrive by automobile, making the location more of a destination shopping experience than a typical mall-based department store.
Bright Interior, Modern Presentation
Inside, the store is bright, spacious and well organized. High ceilings, wide aisles and modern fixtures contribute to an open shopping environment that feels larger than the store’s approximately 25,000-square-foot footprint might suggest.
Dedicated departments for men’s, women’s and children’s apparel occupy much of the perimeter, while home furnishings, toys, collectibles confectionary, and seasonal merchandise are positioned prominently throughout the centre of the store.
The presentation is clean and contemporary. Bold department signage, coordinated fixtures and consistent branding create a shopping environment that feels distinctly different from the Hudson’s Bay shop-in-shop Zellers locations that launched in 2023.
The checkout area near the front of the store was fully staffed for opening day, reflecting the importance of the Toronto launch.
Customers Explore the Merchandise
Once the doors opened, customers quickly dispersed throughout the store. The home furnishings department appeared particularly busy during Retail Insider’s visit, while toy and collectibles sections also attracted considerable attention.
Licensed merchandise tied to Disney and other entertainment properties was prominently displayed, alongside apparel, home goods and private-label merchandise developed by the Benitah family.
Families with children were among those attending the opening, though the crowd reflected a broad mix of ages and backgrounds. One shopper in his mid-70s told Retail Insider he wanted to see whether the new store captured the spirit of the Zellers locations he remembered from decades ago.
While nostalgia clearly played a role in attracting visitors, shoppers appeared equally interested in the merchandise itself. Customers could be seen carrying baskets through the store and leaving with purchases in Zellers-branded shopping bags. Several shoppers commented positively on the product assortment and pricing.
Retail Insider observed aggressive pricing across multiple categories. Disney graphic T-shirts, for example, were priced at $10, while apparel throughout the store featured value-oriented pricing intended to appeal to budget-conscious consumers.
The assortment combines national brands, international labels and private-label merchandise, creating a mix that balances recognizable names with exclusive offerings.
Familiar Elements Return
Several familiar features from the Zellers brand were integrated into the opening-day experience. Near the entrance, a red kiddie ride quickly attracted attention from families. Children climbed aboard while parents stopped to take photos, creating some of the morning’s most memorable scenes.
Zeddy was equally popular. The mascot spent much of the morning greeting customers, posing for photographs and interacting with shoppers throughout the store. Visitors of all ages stopped for photos and videos, while others shared the experience on social media.
Adding to the atmosphere was a soundtrack featuring popular music from the 1980s, reinforcing the nostalgic tone that surrounded the opening.
Diner on Wheels Draws Steady Lineups
Outside, the Zellers Diner on Wheels proved to be one of the day’s most popular attractions.
The branded food truck serves menu items inspired by the retailer’s former in-store restaurants, including the Big Z Burger, Hot Gravy Chicken Sandwich and other diner favourites.
Approximately 20 people were waiting in line during Retail Insider’s visit, with customers eager to sample menu items that have been frequently requested since the Zellers brand returned.
The lineup underscored the continued emotional connection many Canadians have with the retailer while adding another experiential element to the opening-day festivities.
Strong Interest Despite the Weather
The strongest impression from opening day was the level of customer interest despite the rain.
People arrived early, lined up outside, explored merchandise throughout the store and waited for food at the Diner on Wheels. Customers took photos with Zeddy, children tested the kiddie ride and shoppers filled baskets with merchandise.
Many visitors undoubtedly arrived because of their connection to the Zellers name. What stood out, however, was the degree to which customers appeared engaged with the retail offering itself.
For a retailer working to establish a national standalone chain, that may be among the most encouraging signs from the Toronto opening.
The new store combines familiar elements from the brand’s past with a modern retail environment focused on value, merchandise and customer experience. Based on opening-day response, shoppers appear willing to give the concept a serious look.
As Zellers continues its expansion across Canada, the Toronto location offers the clearest indication yet of how the next phase of the retailer’s revival is taking shape.
More from Retail Insider:
- Zellers Brings Back Diner Experience and Kiddie Rides as Toronto Store Opening Nears
- Zellers announces plans for expansion into Ontario and Zeddy’s comeback
