Zellers plans national expansion after successful Edmonton store

Zellers could be making a big comeback across Canada.

Last October, the iconic Canadian retailer opened its first standalone department store in Edmonton, and now, its owner says it wants to open additional locations. That’s because Les Ailes de la Mode Inc., the family-owned company that once ran a department store of the same name and owns clothing brands like Fairweather and International Clothiers, says the Londonderry Mall Zellers has seen an “enthusiastic response” from shoppers.

In a press statement, Zellers CEO Joey Benitah said the Edmonton store has enjoyed “consistent customer traffic, overwhelmingly positive feedback, and sales performance that continues to surpass our internal targets.”

As a result, the company says it’s “actively pursuing new leasing opportunities across Canada as part of its phased national expansion strategy.” The goal, the company says, is to secure Zellers locations in “every major Canadian market.”

The company attributes the successful return of the brand so far to its “Zellers 3.0” concept. This “small-format department store” model includes “approachable format, curated product mix, and accessible price points,” as well as nostalgic elements like Zellers mascot Zeddy.

It will be interesting to see how this planned expansion fares, especially since it marks the first time there’s been dedicated Zellers stores since 2013. In 2023, Hudson’s Bay Company, the previous owner of Zellers, brought back the brand in a limited capacity through food trucks and Zellers-themed sections of The Bay stores. However, that’s now ended since Hudson Bay locations have all closed amid the chain’s liquidation.

Zellers says, “announcements related to new store locations, expanded assortments, and future phases of the Zellers 3.0 concept will be shared in the coming months.”

Image credit: Zellers

Source: Zellers