DreamLand and ToyChamp CEO Koen Nolmans discusses the retailer’s transformation following the integration of ToyChamp and Intertoys
In the September issue of TnP, we sat down with DreamLand and ToyChamp CEO Koen Nolmans to learn more about the chains’ transformation following the integration of ToyChamp and Intertoys – and why partnership is central to the Benelux’s most prominent toy retail group.
Koen revealed the group will open 12 new stores and close seven to focus on more strategic locations, as well as consolidate warehouse operations and into a single facility in Bilzen, Belgium, and relocate its central headquarters to Bilzen from Genk.
“From the outset, our vision was to unite ToyChamp and DreamLand under a single brand across the Benelux region. We engaged a brand strategist to evaluate our options,” Koen said.
“In Belgium, DreamLand is the established market leader with exceptionally strong brand awareness. In the Netherlands, Intertoys commands the strongest brand recognition, with ToyChamp as the runner-up
“Since we needed one unified brand name across both countries, we chose DreamLand, as it held the strongest market position in Belgium. Although this meant retiring the ToyChamp brand, the decision reflected our priority of achieving operational simplicity and a unified brand identity across the entire Benelux region.”
CLICK HERE to read the full interview.
