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Zellers set to return as Hudson’s Bay ‘taps into the nostalgia of the brand’

Click to play video: 'Retail resurrection: Hudson’s Bay to revive Canadian discount store Zellers' Retail resurrection: Hudson’s Bay to revive Canadian discount store Zellers
WATCH: Mike Drolet explains what's in store for Zellers 2.0 – Aug 17, 2022

Canadian department store Zellers hopes to make a comeback next year, a decade after the discount chain shuttered most of its locations.

Hudson’s Bay Co. said Zellers will debut a new e-commerce website and expand its brick-and-mortar footprint within select Hudson’s Bay department stores across the country in early 2023.

Click to play video: 'Zellers set to return as Hudson’s Bay ‘taps into the nostalgia of the brand’' Zellers set to return as Hudson’s Bay ‘taps into the nostalgia of the brand’
Zellers set to return as Hudson’s Bay ‘taps into the nostalgia of the brand’ – Aug 17, 2022

The company said the relaunched Zellers will offer “a digital-first shopping journey that taps into the nostalgia of the brand.”

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The return of Zellers comes as soaring inflation drives consumers to discount retailers in search of lower prices and fierce competition from existing stores like Walmart and Dollarama.

It also comes amid an ongoing lawsuit over a Quebec family’s use of the Zellers brand.

Read more: Hudson’s Bay sues Quebec retailer, alleging trademark infringement of Zellers brand

The Moniz family is behind various recent trademark applications and corporate registries, including Zellers Inc., Zellers Convenience Store Inc. and Zellers Restaurant Inc.

In a statement of claim filed last fall, HBC accused the Moniz family of trademark infringement, depreciation of goodwill and so-called passing off — the deceptive marketing or misrepresentation of goods.

The Zellers department store was founded in 1931 and acquired by HBC in 1978.

It operated as the discount division of its flagship Hudson’s Bay department stores, with the slogan “Where the lowest price is the law.”

Click to play video: 'Shrinkflation explained and how it impacts spending power' Shrinkflation explained and how it impacts spending power
Shrinkflation explained and how it impacts spending power – Aug 15, 2022

The store hit its peak of about 350 locations in the late 1990s before losing ground to big box competitors such as Walmart.

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In 2011, HBC announced plans to sell the majority of its remaining Zellers leases to Target Corp., closing most stores by 2013.

The retailer kept a handful of Zellers locations open as liquidation outlets until 2020.

The company recently launched pop-up Zellers shops inside Hudson’s Bay department stores in Burlington, Ont., and in Anjou, Que.

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