The Maxi Toys brand is disappearing in Belgium. The 22 toy stores in our country, the vast majority of which are in Brussels and Wallonia, will be named after the French parent company: King Jouet.
The rebranding is accompanied by an investment of 10.7 million euros, according to a press release on Thursday. That money goes to the name change and redesign of the Belgian points of sale, advertising campaigns and to goods stocks. The intention is to invest even more in the coming years and open additional stores, at a rate of one to two per year.
“The objective of the brand with the lion’s head is to develop the potential of the Belgian market and stimulate sales,” it says. The toy sector may face fierce competition from e-commerce, but King Jouet still believes in the potential. “With the transformation strategy, we want to meet customer expectations even better. In concrete terms, we want to arm the acquired stores with knowledge and skills, thanks to teams that can adapt locally.”
The renovated King Jouet stores will also offer a loyalty system and an online platform. The intention is to offer international brands and mid- and high-end products at affordable prices, it sounds. They want to grow turnover by five to ten percent annually and increase their market share.
King Jouet took over the Belgian Maxi Toys stores in 2020 for 2.5 million euros. Dozens of toy stores of the ailing brand were also taken over in France and Switzerland. In Belgium, the brand name has remained unchanged in recent years, while the Swiss stores have already undergone a name change and transformation. The management refers to that success for the Belgians.
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2023-10-19 08:41:00
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