“Room for 20 additional DreamLand stores in the Netherlands”

ToyChamp Holding, the group behind the toy chains DreamLand and Intertoys, sees significant growth potential for both chains in the Netherlands, through the opening of new stores and the relocation or expansion of existing locations.

“To all cities with at least 100,000 residents”

The excellent results that DreamLand and Intertoys recently published bode well for the future: while revenue reached nearly half a billion, profitability was under some pressure due to the rebranding from ToyChamp to DreamLand and the integration of IT systems. Those costs will no longer apply in the current fiscal year. The group is now the undisputed market leader in the Benelux toy market: “Families in Belgium and the Netherlands spend a third of their toy budget in our stores, ”says CEO Koen Nolmans in a statement to De Tijd explaining the figures.

Further growth is on the agenda. This year, twelve new DreamLand locations will be added, seven of which are relocations. In Belgium, the chain is moving several stores to Shopping Cora sites. “We’re already seeing a massive increase in sales at those new locations. In La Louvière, we moved just 500 meters away, and sales have doubled,” says Nolmans.

By the end of this year, the group will have 95 DreamLand stores, and next year, more than 100. The potential is still significant, especially in the Netherlands, where the chain has 27 stores: “I’ve always said that there are opportunities for us in all cities with at least 100,000 residents. I think we can definitely add another 20 in the Netherlands. Of course, we also don’t want to be too close to our Intertoys stores, even though they each have their own role to play in the retail landscape.” Nolmans plans to relocate some of the Intertoys stores to larger locations of up to 1,000 m²: “We already have 30 XL Intertoys stores, and we’re seeing significant growth there.”