‘I remember the smell’: Zellers is back in Toronto and nostalgia is driving the excitement

For some Torontonians, Zellers isn’t just a store. It’s a memory that they just can’t stop reliving.

The iconic Canadian retailer officially returned to Toronto this month with a new 25,000-square-foot location at 80 Orfus Rd. in North York, bringing back a brand that many thought was gone for good.

The new store features expanded home and lifestyle departments, toys, seasonal products and specialty grocery items. But for many shoppers, the biggest attraction isn’t what’s on the shelves.

It’s the nostalgia.

Earlier this month, Zellers announced its return to Canada. On June 18, it opened its new 25,000-square-foot location in North York at 80 Orfus Rd.

“Following the incredible response we saw in Edmonton, we’re excited to bring Zellers back to Ontario in a meaningful way,” Joey Benitah, Chief Operating Officer of Zellers, said. “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.”

The new location has expanded in home and lifestyle, toys, seasonal and specialty, and food, snacks and specialty grocery.

‘I remember the smell’: Torontonians share how they feel about Zellers returning

For Gen Z Toronto resident Lucas L., he was too young to recall much, but of what he does remember, he has a fond memory of Zellers.

“First thing I think of is childhood memories, and red. I remember the sign was red, it was a cool sign,” he told Now Toronto.

He can vividly remember the smell.

“I know exactly what it smells like. I can’t describe it, but I remember the smell,” Lucas said.

Though he’s hyped for Zellers’ return, Lucas prefers Sears.

“I remember much more about Sears. It’s really counterproductive. One is red, one is blue,” he said.

But one Canadian store he wants to bring back is Spicy Chicken House in Scarborough’s Parkwoods Village Drive.

“They had the best Americanized Chinese mall food of all time. The best sweet chilli chicken. If I had the power today, I would bring that place back,” Lucas said.

A trip back to childhood

For Gen X shopper Adam E., Zellers brings back memories of Club Z, the retailer’s popular loyalty program.

He’s excited to see what they’ve got, and loves to support Zellers over Sears for “seeming a little bit more Canadian,” he said. “They use red in the logo.”

For him, “nothing beats nostalgia… Just being a kid and going in there and going to the toy section,” those were his fondest memories of the store.

Nicole S. is just as hyped for Zellers’ return.

“It kind of feels nostalgic, it’s like Kmart or Biway… Everything we remember from when we were younger,” she said.

Nicole has loved Zellers for several years and is interested in seeing if it lives up to the expectations. She’s always been team Zellers.

“I never really had an affiliation with Sears growing up, but Zellers always had a positive vibe, and that’s where my family always went,” she said.

Her favourite memory is also buying toys at Zellers.

More than a store

The excitement surrounding the reopening highlights something larger than retail.

For many Canadians, stores like Zellers, Sears, Byway and Honest Ed’s weren’t simply places to shop. They were landmarks of childhood and community life.

That nostalgia appears to be playing a major role in the retailer’s comeback.

“Customer feedback has been instrumental in shaping our evolution,” Zellers chief operating officer Joey Benitah said when announcing the Toronto location.

The company says customer response has exceeded expectations since relaunching physical stores.

Whether the new Zellers can compete in a retail landscape dominated by Amazon, Walmart and Costco remains to be seen.

But if early reactions are any indication, the retailer has already succeeded in one area – it’s brought back memories.