[Interview] “Our strength compared to online retailers? We sell emotion!” (Koen Nolmans, DreamLand)

In just three weeks, all ninety DreamLand and ToyChamp stores in Belgium and the Netherlands will be given a new brand identity, marking the start of a major marketing campaign. A multi-million investment: “We are going to recoup that”, CEO Koen Nolmans is convinced.

“Experience is key”

Nolmans had already announced it last spring: from September onwards, the ToyChamp and DreamLand chains in both Belgium and the Netherlands will continue together under the DreamLand brand, which will have a new logo and a new look. The time has come: the 27 Dutch ToyChamp stores will be rebranded within in one week, and within three weeks all 63 Belgian stores will also be converted. The CEO himself calls it “a big push”.