Toys ‘R’ Us opening 21 stores and remodeling 23 locations in 2011

Wayne, N.J. -- Toys “R” Us is on track to open 21 stores across 13 states by yearend, including 11 “R” Superstores and 10 “Side-by-Side” locations. (The “R” format combines full-size Toys “R” Us and Babies “R” Us stores under one roof.)

The new reflect the company’s strategy to bring Toys “R” Us and Babies “R” Us together under one roof in an integrated store format, providing customers with a streamlined shopping environment.

In addition, as part of an ongoing effort to upgrade the company’s portfolio of stores nationwide, the chain expects to have completed the remodeling of 23 existing locations to the Side-by-Side format by the end of the year.

“Integrating Toys “R” Us and Babies “R” Us under one roof has been part of the company’s strategy for the past five years and customers continue to embrace the enhanced shopping experience these stores offer,” said Jerry Storch, chairman and CEO, Toys “R” Us. “The Side-by-Side store format provides exceptional convenience for parents, offering a wide selection of differentiated toys and juvenile products, and allows the company to cultivate customer loyalty as their children grow and they transition from Babies “R” Us to Toys “R” Us shoppers.”

Toys “R” Us embarked on its integrated store strategy in 2006, and since then has converted more than 100 of its traditional U.S. to the Side-by-Side format. In 2007, the company opened the first of its new “R” Superstores. By the end of 2011, the company will operate 43 “R” Superstores nationwide.

Login or Register to post a comment.