Noukie's buys six Parisian stores | RetailDetail

Noukie's buys six Parisian stores

Noukie's buys six Parisian stores

Belgian baby brand Noukie's has acquired six Parisian stores from the "Le Monde de Bébé" chain, which means it instantly quadruples its retail presence in the French capital.

From stuffed toys to complete baby world

The stores are located in some of the most prestigious areas of Paris, but will soon be remodeled to fit Noukie's colours. Both its daytime and nighttime collections will be on sale. It is unclear how much Noukie's has paid for the acquisition.


Noukie's story started in 1996 when it "created an incredibly soft stuffed toy with short hair and embroidered eyes, to guarantee both safety and hygiene". That first cuddly toy received a few friends two years later when they were imprinted on its sheets and clothing lines for babies. 


Its first stores opened in 2004, with one in Brussels and two in Paris. The cuddly toys also starred in a 3D animation show in 2006, which has been on television in over 163 countries. Noukie's then moved into creating entire baby rooms in 2010.


Currently, Noukie's is present in 32 countries worldwide, through a network of its own stores and a selection of multi-brand boutiques.

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