Toys "R" Us Takes Express Route for Christmas
Toys "R" Us must have been really pleased with the performance of the 90 Express pop-up stores it opened for last year's Christmas holiday season because it plans to open 600 this year. The toy chain operates 587 full-size permanent locations.
"By doubling the number of Toys "R" Us locations nationwide, now more than ever we will be available when and where customers want to shop with us this holiday season," said Jerry Storch, chairman and CEO, Toys "R" Us, Inc., in a press release.
Mr. Storch told The Wall Street Journal, "The numbers show we were able to add additional sales, rather than cannibalizing sales from our free-standing stores."
The Express stores, which Toys "R" Us began opening in June and will continue through November, are located in malls around the country. Roughly half of the planned Express locations, which average around 4,000 square-feet, are currently open.
The company will look to keep some of the pop-ups permanent based on performance and favorable lease terms. Eight stores from last year's group of pop-up locations became permanent.
Discussion Questions: What is your reaction to Toys "R" Us Express store strategy? Will we see many other retailers opening pop-up locations for the Christmas selling season this year? How does this play into the current state of mall vacancies?
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