Zellers Builds Momentum After Successful Edmonton Debut, Eyes National Expansion
Zellers 3.0 expansion plans take shape after strong response to the brand’s first new standalone store in Edmonton
TORONTO — Zellers is gaining momentum following the successful launch of its first new standalone store under the Zellers 3.0 concept, signalling a renewed chapter for one of Canada’s most recognizable retail brands.
The modernized Zellers store opened at Londonderry Mall in Edmonton last October and was met with strong customer turnout and sustained traffic in the months since. The debut confirmed both the emotional connection Canadians continue to hold with the brand and the market demand for a value-driven, small-format department store tailored to today’s shoppers.
From opening day, the Edmonton location attracted waves of customers eager to experience the refreshed concept firsthand. Shoppers responded positively to the store’s approachable layout, curated product mix, and accessible price points, while nostalgic brand elements helped reconnect longtime customers with the retailer’s heritage.
The opening also marked the in-store return of Zeddy, Zellers’ iconic mascot, whose appearance resonated strongly with families and multi-generational shoppers — reinforcing the brand’s longstanding place in Canadian retail culture.
A Curated, Value-Focused Store Model
The Londonderry Mall store introduced a streamlined assortment across men’s, women’s, kids’ and baby apparel, footwear, accessories, home essentials, and seasonal categories. Customers were drawn to a mix of recognizable national and global brands alongside everyday lifestyle staples, delivered in an easy-to-navigate format designed to emphasize value and convenience.
According to Zellers, the response has validated its small-format department store approach and demonstrated its relevance to modern Canadian consumers seeking affordability without sacrificing quality.
“Launching our first store exceeded our expectations in every way,” said Joey Benitah, Chief Operating Officer of Zellers. “The excitement we saw on opening day has continued well beyond the launch, with consistent customer traffic, overwhelmingly positive feedback, and sales performance that continues to surpass our internal targets.”
Benitah added that customer enthusiasm for the refreshed concept has reinforced confidence in the brand’s direction, noting strong appreciation for both the product selection and overall store experience.
Expansion Plans Across Canada
Following the success of its Edmonton debut, Zellers is now actively pursuing new leasing opportunities as part of a phased national expansion strategy. The retailer is in discussions with landlords across the country and is seeking locations in all major Canadian markets.
“Our goal is to bring Zellers back to communities across the country,” Benitah said. “We’re actively listening to our customers and paying close attention to what they’re telling us they want to see more of. That feedback is directly informing how we evolve our offerings, refine the store experience, and introduce new categories and brands over time.”
Zellers says further announcements related to additional store locations, expanded assortments, and future phases of the Zellers 3.0 rollout will be shared in the coming months.
About Zellers
Founded in 1928, Zellers is one of Canada’s most iconic retail brands, long known for everyday value, family-friendly shopping, and accessible pricing. In August 2025, Quebec-based retailer Les Ailes de la Mode Inc. acquired the Zellers trademarks from Hudson’s Bay Company Inc., setting the stage for the brand’s re-entry into the Canadian retail landscape.
The Zellers 3.0 concept blends the brand’s heritage with a contemporary, small-format department store model focused on curated apparel, home, and lifestyle assortments — alongside the return of Zeddy and a renewed emphasis on community and affordability.
More information and future updates are available at Zellers.com and on social media @zellers1928.
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