Calgary 
Zellers is reporting strong early results following the opening of its first new standalone store in Edmonton, marking the debut of its updated Zellers 3.0 concept.
CNW Group/Zellers
The store opened last October at Londonderry Mall and drew steady traffic from its first day of operation. According to the release, shoppers responded positively to the store’s smaller-format layout, curated assortment, and accessible pricing, alongside familiar brand elements tied to Zellers’ history. The opening also featured the in-store return of Zeddy, the brand’s mascot, which the company says resonated with families and longtime customers.
The Edmonton location offers merchandise across men’s, women’s, kids’, and baby apparel, as well as footwear, accessories, home essentials, and seasonal items. The assortment includes a mix of national and global brands, as well as everyday products. Zellers says the response reinforces demand for a modernized department store model built around value and ease of shopping.
“Launching our first store exceeded our expectations in every way,” said Joey Benitah, Chief Operating Officer of Zellers. He cited sustained customer traffic, positive feedback, and sales performance that continues to exceed internal targets as indicators of the concept’s early success.
Following the Edmonton launch, Zellers says it is actively seeking additional locations as part of a phased national expansion. Benitah confirmed the company is in discussions with landlords across Canada and intends to establish stores in major markets. Customer feedback, he added, is being used to guide future product categories, brand additions, and refinements to the in-store experience.
The company says further announcements related to new store openings and the next phases of the Zellers 3.0 rollout are expected in the coming months.
