Zellers returns to Ontario with toys, snacks, and national ambitions
Relaunched discount chain opens in Toronto and Windsor this summer, with stores planned for Ottawa and other major markets.
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Zellers is expanding beyond its Edmonton comeback location. The relaunched discount retailer will open a store on Orfus Road near Yorkdale Mall in Toronto on June 18, followed by another at Windsor's Tecumseh Mall in July.
Joey Benitah, Zellers' chief operating officer, said the plan is to slowly nationalize the brand. "Ultimately, we're looking to be in every major market from coast to coast," he said. "We're in negotiations on new leases in a number of major markets, whether it be Brampton, Scarborough, Calgary, Vancouver, Ottawa. There's lots of discussions happening."
The new Ontario stores will stock apparel, home goods, luggage, and seasonal items from brands including Adidas, Juicy Couture, Dickies, and Von Dutch. Two new categories are being added: snacks like popcorn, chips, and candy (rather than the chain's nostalgic diners), and toys including plushies, puzzles, outdoor games, and beach buckets.
Benitah initially wanted to skip toys, thinking it would be impossible to compete with Walmart and Amazon. But customer feedback changed his mind. At the Edmonton location, he said, toys were surprisingly among the highest sellers despite a limited selection. "So that is an area that we've been looking at very closely and saying maybe we can strategically expand the toy department," he said.
The Benitah family bought the Zellers name, logo, mascot Zeddy, and loyalty program from Hudson's Bay after HBC filed for creditor protection. The purchase also included the Zellers portrait studio and rights to Club Z. Zeddy is due to be relaunched in time for the July Tecumseh opening.