I can see why they're doing it - the department store format is tired, and they've got a tonne of square footage. There is a certain amount of nostalgia with the Zellers brand that will generate some buzz.
Ultimately, however, no amount of Zellers nostalgia is going to make me drive to Sunridge to experience it. That ship has sailed, and unless they can compete on price with Wal-Mart, Amazon, etc., I can't see this changing much for HBC or consumers in general.
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