Hudson's Bay, the brand owner, said on Wednesday that the Canadian Zellers store hopes to return next year, after a decade of closing most of the discount chain's locations. The company said the relaunched discounted retail store will offer "a digital shopping journey that is the first to exploit the brand's nostalgia." Adam Powell, Chief Commercial Officer at Zellers, also said: "We know how special Zellers is in the hearts and minds of people in Canada." "Zellers is a deeply rooted brand in the Canadian experience."

The return of Zellers comes at a time when high inflation is pushing consumers to discount retailers in search of lower prices and fierce competition from current stores like Walmart, Dollarama, and Giant Tiger.

On the other hand, Vase Bédard, Executive Director of the Master of Public Policy at the Digital Society at McMaster University, said that reviving the brand when people are looking to save money can help Zellers gain its market share partly through "the illusion of more competition." She said, "We are in this inflationary period, and people are more price-conscious than ever." "Shoppers who remember the Zellers brand will associate it with saving money." The planned revival of Zellers also comes amid ongoing litigation regarding the use of the Zellers brand by the Quebec family.