New owner Intertoys focuses on experience

Green Swan, the Portuguese new owner of the Dutch Intertoys chain, focuses on innovation and experience. Larger stores will have escape rooms in the future and customers will soon also be able to rent toys for special occasions.

E-commerce

Just days after acquiring the chain last Friday, Green Swan will move Intertoys on the path of digitisation. The new owner’s CEO, Paulo Andrez, wants to invest heavily in online sales: he believes his company can turn Intertoys into a major success through innovation, and through collaboration with the other chains in the group. Online orders would be delivered both from the shops themselves, and straight from the central warehouses.

Besides innovation, Andrez also wants to offer more experience in the stores: they would not just be selling toys anymore, but should offer customers the possibility to rent things for children’s parties, for example. In addition, larger stores will get escape rooms, so that kids can have fun when they are in the store.

Since last year, Portuguese investor Green Swag has been slowly building up a toy empire. The concern has stores in Belgium, France, Luxembourg, Portugal, Spain, Switzerland and now also in the Netherlands. Thanks to the acquisition of Intertoys, Green Swag is now the largest toy retailer in Europe.