What: Through shop-in-shops and a Zellers e-commerce site, Hudson Bay is looking to revive the former mass merchant retailer.

Why it is important: Similarly to Saks Fifth Avenue reviving the iconic retailer turned brand Barney’s, Hudson Bay will bring Zellers into select locations by debuting limited shop-in-shops, with plans to turn the once defunct retailer into a private brand.

The launch will include housewares, home décor, furniture, small appliances, toys and pet accessories. There are plans to add apparel and other categories to the assortment later in the year. The aim is to target the nostalgia of consumers who once looked to Zellers as more than a retail destination but a source of support in community building with its affordable pricing. Hudson Bay will turn Zellers into a private brand that is “design-led, value-driven” to maintain its original appeal to consumers.

Hudson Bay will place shop-in-shops in select locations in addition to a dedicated e-commerce site, however, no plans for stand-alone Zellers stores have been announced.

Hudson Bay revives Zellers