Toys”R”Us Entering Poland

Toys”R”Us, the American toys giant, intends to enter the Polish market. At present, the company is looking for suitable locations and is commencing recruitment of staff for key positions. The retailer is interested in stores of between 1,500-2,500 m2, not including storage space, and in locations situated in shopping galleries.

The company has not yet revealed the details of its expansion strategy for the Polish market, but it will disclose more information in the summer 2011. At present, Toys”R”Us operates a chain of 1,560 stores located in 33 countries.

Although the entry of a global player is an important event to the Polish toy market worth PLN 2bn (€0.5bn), Smyk, the current leader on market with 68 stores countrywide, is not afraid of competition.

According to Magdalena Dabska, the marketing director of Smyk, “during more than 10 years of experience the chain has managed to establish very strong foundations for its business and won millions of faithful customers”. A good example is the opening late last year of the first Smyk Megastore, Smyk’s most diversified store concept, which offers toys, children’s clothing, accessories for infants (including an expanded selection of pushchairs and prams, car seats, and beds), school stationery items, as well as books and multimedia.


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