Toys"R"Us, Inc. Expands Presence in Europe with Market Entry into Poland

by Jay Cochran
October 26, 2011
Toys“R”Us, Inc. today announced that it has established business operations in Poland and plans to open its first store in the country at the end of November. This represents the company’s commitment to further growth in Europe, where the world’s leading dedicated toy and juvenile products retailer currently operates more than 300 stores. The first Toys“R”Us store in Poland will open in the country’s capital city of Warsaw just in time for the holiday shopping season, with several additional locations slated to open in major cities throughout the country in 2012.

“Our entry into Poland not only represents an exciting expansion for the company in Europe, but also provides a potential gateway to other Eastern European countries”

“As part of our long-term growth strategy, we continue to look for opportunities to expand our footprint internationally and to identify new and emerging markets that would benefit from the distinctive products and services that Toys“R”Us offers,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “Toys“R”Us is one of the most iconic brands in the world and has always translated well to customers abroad. By leveraging our global position, we believe we can help grow the toy and juvenile market in Poland, while broadening our reach with both consumers and manufacturers across Europe.”

Toys“R”Us, Inc. opened a corporate headquarters for its Poland operation in Warsaw in August, employing approximately 25 people who function in merchandising, marketing, human resources, store operations and finance roles. The new store in Warsaw will be located in the Blue City Shopping Center and will create approximately 30 additional local jobs. To stock the new store, the company will utilize its existing European distribution channels.

Measuring 25,000 square feet in size, the Toys“R”Us store in Warsaw will feature a small Babies“R”Us section within the same location, creating a convenient, one-stop shopping destination to fulfill the needs of children of all ages. This is consistent with the company’s integrated store strategy across the globe.

With plans to open several additional Toys“R”Us stores in major cities throughout the country in 2012, Toys“R”Us, Inc. intends to expand its operations in Poland.

“Our entry into Poland not only represents an exciting expansion for the company in Europe, but also provides a potential gateway to other Eastern European countries,” said Antonio Urcelay, President, Toys“R”Us, Europe. “Poland’s dynamic market development and family-oriented population make it an ideal location for our further growth, and we are proud to introduce our brand to the nation’s consumers.”

By establishing a presence in Poland, Toys“R”Us, Inc. now operates approximately 1,600 stores in 36 countries, building on the company’s ability to identify and track toy trends worldwide to pinpoint and deliver the hottest products to customers across the globe.

The company will utilize its global status to bring customers in Poland an assortment of unique and exclusive merchandise from major manufacturers, such as Hasbro, LEGO and Mattel, as well as from the company’s proprietary brands that cannot be found anywhere else. At the same time, Toys“R”Us, Inc. will build new relationships with key Polish manufacturers. Where possible, the company will look for opportunities to introduce products from these manufacturers to other countries where Toys“R”Us operates.

Toys“R”Us, Inc. opened its first international locations in 1984 with wholly owned stores in Canada and a licensed store in Singapore and has continued to grow its operations around the world. The company now operates more than 520 locations in the U.K., Japan, France, Germany, Spain and Canada, among others. The company currently has more than 230 licensed Toys“R”Us stores through agreements with respected retail partners around the globe.


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