Nursery Today magazine

Smyths targets Europe for expansion

New retail locations and major central Europe distribution centre planned to serve expanding business in Germany, Austria and Switzerland

Smyths Toys Superstores is expanding in Germany following the completion of its rebranding of Toys R Us stores in the country which it bought during the chain’s collapse last year.

The number of stores it operates across Germany has grown to 66. This month Smyths opened a new location in Munich and has plans to expand existing locations by as much as a third in key areas such as Hanau, a town just outside Frankfurt.

The 1,400 sq m Munich store opened earlier this month is the second in Bavaria’s biggest city. Berlin currently has six Smyths Toys Superstore locations.

Along with expanded retail footprint, Smyths is building a multi-million pound, 50,00 sq m distribution centre in northern Germany near the port city of Hamburg.

The logistics centre will streamline and improve the flow of stock throughout Germany, and will also come into play in serving other regions across central Europe, including neighbouring Austria, where it has more than a dozen stores, and the 11 Smyths locations currently open in Switzerland.

It is expected to open ahead of Christmas this year to capitalise on the key seasonal selling period.

Smyths now operates 214 stores across Europe, including 21 in the Smyths family’s domestic Republic of Ireland and 100-plus in the UK, where more stores continue to open almost monthly.

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