Zellers is back in a big way. The iconic Canadian retailer is celebrating the strong launch of its first new standalone Zellers 3.0 store at Londonderry Mall in Edmonton, and is now actively planning a phased expansion into major markets across Canada. The refreshed small format department store aims to blend nostalgia with a modern, value driven experience for today’s family shopper.
Zellers 3.0 lands in Edmonton
The new Zellers 3.0 concept opened at Londonderry Mall in Edmonton in October 2025, drawing “waves of excited shoppers” from opening day who were eager to see how the beloved banner had been reimagined. Customers gravitated toward the approachable store layout, curated product mix, and accessible pricing, while still finding the nostalgic touches that defined Zellers for generations.
The Edmonton store spans key lifestyle categories including men’s, women’s, kids’, and baby apparel, footwear, accessories, home essentials, and seasonal goods, with a mix of recognizable national and global brands alongside everyday staples. This combination has delivered strong perceived value and an easy to navigate shopping trip tailored to today’s Canadian consumer.
Zeddy’s return fuels nostalgia and traffic
One of the biggest emotional moments of the Edmonton launch was the official in store reveal of Zeddy, Zellers’ longtime mascot. Families and longtime fans reacted with visible excitement, reinforcing Zellers’ unique place in Canadian retail culture and its multigenerational appeal.
That nostalgic connection is not just sentimental, it is driving performance. The debut of Zellers 3.0 has validated demand for a modern, value focused department store that still feels familiar and family-first, helping the brand stand out in a crowded discount and mass retail landscape.
Launch beats expectations
“Launching our first store exceeded our expectations in every way,” Zellers Chief Operating Officer Joey Benitah said, pointing to sustained traffic and performance trends beyond the initial opening buzz. He highlighted consistent customer visits, overwhelmingly positive feedback, and sales results that continue to come in above internal targets.
For Benitah, the reaction confirms that Canadians still have a “deep love for the Zellers name” and strong enthusiasm for both the new store concept and the value focused product offering. He added that seeing this level of engagement shows the team is “building something truly meaningful” as Zellers enters its newest chapter.
Expansion plans across Canada
With one successful flagship for the Zellers 3.0 era in Edmonton, the retailer is now turning its attention to national growth. Zellers is actively pursuing new leasing opportunities across Canada as part of a phased expansion strategy that prioritizes thoughtful, sustainable development.
“Our goal is to bring Zellers back to communities across the country, and we’re already in active conversations with landlords nationwide as we explore opportunities in all major Canadian markets,” Benitah said. He noted that customer feedback is playing a key role in shaping future assortments, store experiences, and the introduction of new categories and brands over time. Additional announcements on new store locations and future phases of Zellers 3.0 are expected in the coming months.
A new owner and a new chapter
Zellers has been part of Canadian retail life since 1928, long known for everyday value, friendly service, and a family first environment. The brand has now been reimagined as a small format department store that blends its heritage with more contemporary design and merchandising.
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 this 3.0 relaunch. The next chapter focuses on curated apparel, home, and lifestyle assortments, the return of Zeddy, and a renewed commitment to community, accessibility, and affordability for shoppers across Canada.
