UMVA has learned that Zellers, a beloved Canadian retail brand, is making a bold comeback, leveraging nostalgia to win over customers.
The brand's resurgence is being carefully curated, with a focus on getting it right, according to Joey Benitah, the chief operating officer at Zellers. “This is an iconic brand with so much history, and we need to get it right,” he said. “We’re taking a phased approach. Listening, learning, and adapting quickly to customer feedback.”
Zellers has opened its second store in Canada, located at 80 Orfus Rd. in Toronto's west end, following a successful launch in Edmonton last October. The new store promises to bring a meaningful retail experience to Ontario, with a wide range of products and engaging in-store experiences.
The North York location boasts core department store categories, including apparel, accessories, home, and seasonal offerings. Customers can expect to see expanded home and lifestyle sections featuring brands like Casa Domani, Rachel Roy, and Chaps.
The toy section is set to delight kids and parents alike, with a focus on fun and value. Categories include plush toys, puzzles, outdoor games, and licensed products from top brands like Adidas and NFL. The store will also feature an expanded Disney collection.
According to Benitah, the product selection was carefully curated based on customer feedback. “Customer feedback has been instrumental in shaping our evolution — from what categories resonate most to how we deliver value and discovery in-store. Sales have been strong, engagement has exceeded expectations, and we’re just getting started,” he said.
To celebrate the store's opening, Zellers will host a four-day extravaganza, complete with a 25-foot inflatable Zeddy Bear outside the Toronto location. A Zellers Diner on Wheels, a pop-up food truck, will serve up nostalgia-inspired menu items like the Big Z Burger and grilled cheese sandwiches.
The company is committed to creating an immersive retail experience that feels both nostalgic and new. “As we continue expanding across Canada, we wanted to bring back some of the moments customers remember most fondly while also creating entirely new experiences that feel exciting, immersive, and uniquely Zellers,” Benitah said.
