Zayre Department Store History in New England: Rise, Peak, and Lasting Nostalgia
Zayre was one of the most influential discount department store chains in New England retail history. Founded in Massachusetts and deeply rooted in the region's shopping culture, Zayre offered affordable clothing, toys, home goods, and everyday essentials in large, self-service stores that became community anchors from the 1950s through the 1980s. At its peak, it ranked among America's top discount retailers and pioneered value-driven shopping while supporting local economies across the Northeast. Though the chain disappeared decades ago, its legacy lives on through off-price giants like T.J. Maxx and in the strong nostalgia felt by generations who remember its red-and-black signs and unbeatable deals.
The Zayre story begins in 1919 when brothers Max and Morris Feldberg—Jewish immigrants from Russia who settled in Boston—started the New England Trading Company as wholesalers of hosiery and undergarments. They later expanded into retail with small Bell Hosiery Shops across New England. After World War II, as suburbs grew and families hunted for bargains, the next generation (sons Stanley and Sumner Feldberg) launched the first true Zayre discount store on September 20, 1956, in Hyannis, Massachusetts. The name came from the Yiddish word for "very," signaling "very good" deals. The initial 5,000-square-foot location partnered with a Stop & Shop supermarket for instant traffic, followed quickly by a larger store in Boston's Roslindale neighborhood. Headquartered in Framingham, Zayre grew fast, opening in Medford, Braintree, Worcester, Springfield, and beyond, emphasizing self-service, wide aisles, and low prices on apparel and general merchandise.
During the 1960s and 1970s, Zayre expanded aggressively throughout New England (Maine, New Hampshire, Vermont, Connecticut, Rhode Island) and into New York, New Jersey, Pennsylvania, and farther afield. At its height, the chain ran nearly 1,200 stores nationwide, often ranking fifth among U.S. discounters. In New England, Zayre anchored countless shopping plazas and malls with stores averaging 70,000 square feet or more, featuring departments for clothing, toys, electronics, furniture, jewelry, and shoes. Shoppers loved the excitement of flashing-light "15-minute specials" announced over the PA system, extended holiday hours (including 24/7 pre-Christmas openings), and layaway plans. Slogans evolved from "Fabulous Department Stores" in the 1960s to "Compare... you can't do better than Zayre" in the early 1970s and later calls to make Zayre "your store." The company also diversified by acquiring Hit or Miss in 1969, launching T.J. Maxx in the late 1970s, and starting BJ's Wholesale Club in 1984—moves that created a lasting retail empire even as the core discount stores faced pressure.
By the mid-1980s, intense competition from Walmart, Kmart, and big-box formats, combined with aging stores and economic challenges, led to declining profits. In 1988, Zayre Corp. filed Chapter 11 bankruptcy protection for its discount division and sold the entire chain—about 392 stores—to rival Ames Department Stores in an $800 million deal. Ames aimed to expand by absorbing Zayre locations, but the transition was difficult: many stores closed immediately, others converted to the Ames brand, and some kept the Zayre name into 1989 or 1990. By mid-1990, the Zayre banner had vanished completely. The merger proved problematic for Ames as well, contributing to its own bankruptcy in 1990 (with a brief emergence) and final closure in 2002.
Zayre's departure left a noticeable gap in New England's retail landscape. Former stores became Ames locations briefly, then TJ Maxx, Burlington, Dollar Tree, or other tenants—some sat vacant for years, reducing foot traffic and affecting local economies. The closure reflected broader industry shifts: national chains and off-price specialists displaced regional players. Yet Zayre's innovations survived through TJX Companies (formed in 1987 from its off-price divisions), now a global leader with T.J. Maxx, Marshalls, HomeGoods, and more. For New England, Zayre meant thousands of jobs, support for regional suppliers, and vibrant shopping districts. Its loss contributed to economic ripples—reduced employment, declining plaza traffic, and vacant big-box spaces in towns across the region.
Today, Zayre evokes deep nostalgia: the thrill of weekend deals, holiday crowds, and the welcoming feel of those bustling stores. It helped define affordable shopping in New England and paved the way for modern discount retail. Though gone since 1990, Zayre remains a cherished chapter in Northeast history.