I believe they are only transforming some Bay locations. Zellers is a completely different banner with a different target demographic. Lord & Taylor will be targeting the same demographic that The Bay wasn't trying but a little higher class, basically in between The Bay and Holt Renfrew. The Zellers locations are primarily in areas that fit their demographic shoppers so obviously a Lord & Taylor popping up in that area would not happen.
Zellers has some very exceptional locations in some 'first rate' malls. Some Zellers locations also have L&T-sized square footages. Given that the Bay will keep its current nameplate, I am guessing that more than one Zellers location in better malls could be converted to L&T banners.
I'd question the conversion of the Yonge & Bloor Bay to a Lord and Taylor. The ceilings are so low!!! I'd wish them luck with that one... subdivision of the Queen Street store is more likely in my opinion.
I wonder if Quebec's french language laws would affect expansion of L&T in Quebec? Just throwing that out there
Here's my guess for for potential L&T locations, West-to-East. I'm adding more locations than 10-15, so obviously not all of these would be up for conversion:
-Vancouver Oakridge Centre, replacing Zellers (80,000 sq ft), or an entirely new Lord & Taylor store as part of a new Oakridge expansion (110,000-140,000 square feet)
-Vancouver Downtown: 200,000 sq ft L&T within current 650,000 sq ft Bay store. Zellers and Fortunoff on two 80,000 sq ft concourse levels, and 300,000 sq ft Bay store.
-Burnaby Metropolis at Metrotown-Zellers-115,586 square feet
-Edmonton - West Edmonton Mall-Zellers
-Calgary Downtown: 120,000 L&T within current 500,000 sq ft Bay store. Lower level Zellers-70,000 sq ft, 240,000 sq ft Bay store, and 70,000 sq ft Fortunoff on the 6th floor
-Calgary Chinook Centre-Zellers-115,586 sq ft
-Winnipeg Downtown (Within current 675,000 sq ft Bay store)
-Winnipeg Polo Park-Zellers-97,201 sq ft
-Toronto Queen Street: 300,000 sq ft L&T within current 975,000 sq ft Bay store, to be located on Yonge Street side. 400,000 square foot Bay store, Basement Zellers, and upper level Fortunoff in excess of 100,000 square feet.
-Toronto Yonge & Bloor - Current store roughly 340,000 sq ft: Good luck with the low ceilings!
-Toronto Yorkdale: 100,000 square feet of the Bay's 300,000 square foot store. Remaining 200,000 square feet for the Bay, or possible outward expansion for further square footage
-Toronto Sherway Gardens - Conversion of part of the Bay, with some new construction given the Bay is only 223,447 sq ft
-Mississauga Square One-Zellers-160,000 sq ft
-Newmarket Upper Canada Mall- Zellers-116,015 sq ft
-Ottawa Downtown (Rideau)- Within current Bay store
-Montreal Downtown - within current Bay store, possibly the St. Catherine Street side with four above-grade floors.
-Montreal Rockland Centre - Bay subdivision or new construction (not likely though as Bay Rockland is only 153,648 sq ft)
-Quebec City Place Laurier-Zellers-133,700 sq ft
Just my two cents... I'm sure the future will show that at least some of these guesses will be correct.