King Jouet and Orchestra jointly trial their first inner-city store

Toy retailer King Jouet is opening a store in downtown Liège in partnership with children’s fashion brand Orchestra. This integrated concept is a first for Belgium and is intended to support King Jouet’s expansion into urban centers.

Expansion of the partnership

The new store on Îlot Saint-Michel spans 1,118 square meters. King Jouet occupies 760 square meters of that space, while Orchestra occupies 358 square meters. King Jouet is targeting up to 40,000 transactions per year in Liège and aims to develop the location into one of its eight top-performing stores.