{"id":100559,"date":"2024-06-17T08:48:54","date_gmt":"2024-06-17T06:48:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=100559"},"modified":"2024-06-17T08:48:55","modified_gmt":"2024-06-17T06:48:55","slug":"interview-koen-nolmans-toychamp-dreamland-sortira-du-rouge-cette-annee","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/interview-koen-nolmans-toychamp-dreamland-sortira-du-rouge-cette-annee\/","title":{"rendered":"[Interview] Koen Nolmans (ToyChamp) : \u00ab&nbsp;Dreamland sortira du rouge cette ann\u00e9e&nbsp;\u00bb"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100557\" data-id=\"100557\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ8-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ8-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ8-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ8-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ8-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ8.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Koen Nolmans, ToyChamp<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100549\" data-id=\"100549\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ4-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ4-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ4-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ4-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ4.jpg 1512w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100553\" data-id=\"100553\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ6-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ6-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ6-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ6-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ6-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ6.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100545\" data-id=\"100545\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ2-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ2-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ2-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ2-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ2-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ2.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100543\" data-id=\"100543\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ1-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ1-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ1-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ1-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ1-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ1.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100547\" data-id=\"100547\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ3-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ3-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ3-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ3-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ3-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ3.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100555\" data-id=\"100555\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ7-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ7-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ7-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ7-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ7-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ7.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-100551\" data-id=\"100551\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ5-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ5-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ5-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ5-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ5-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/06\/champ5.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p><strong>ToyChamp<\/strong> a remodel\u00e9 et rouvert \u00e0 une vitesse sans pr\u00e9c\u00e9dent les six magasins rachet\u00e9s \u00e0 <strong>Fun<\/strong>. Le redressement a \u00e9galement commenc\u00e9 chez <strong>Dreamland<\/strong>. La cl\u00e9 ? L&rsquo;exp\u00e9rience : \u00ab&nbsp;Les jouets, c&rsquo;est de l&rsquo;\u00e9motion&nbsp;\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quatre leviers<\/h2>\n\n\n\n<p>C&rsquo;est un Koen Nolmans fier de lui qui a accueilli la presse vendredi dernier dans le magasin ToyChamp de Sint-Denijs-Westrem, l&rsquo;un des anciens locaux de Fun, qui vient d&rsquo;\u00eatre r\u00e9am\u00e9nag\u00e9. Les six magasins que l&rsquo;entrepreneur a repris \u00e0 la cha\u00eene en faillite en f\u00e9vrier ont \u00e9t\u00e9 transform\u00e9s depuis &#8211; le premier a rouvert ses portes quatre semaines seulement apr\u00e8s la reprise. \u00ab&nbsp;Nous avons ouvert huit magasins en six semaines : deux nouveaux aux Pays-Bas et six anciens magasins Fun en Belgique. Merksem, Sint-Joris-Winge &#8211; l\u00e0 o\u00f9 tout a commenc\u00e9 &#8211; Lokeren, Dendermonde, Oudenaarde et Sint-Denijs-Westrem&nbsp;\u00bb. Une prouesse.<\/p>\n\n\n\n<p>Il est convaincu que Dreamland sortira du rouge cette ann\u00e9e : \u00ab&nbsp;Les chiffres sont d\u00e9j\u00e0 meilleurs que ce que nous avions pr\u00e9vu&nbsp;\u00bb. Quatre leviers font la diff\u00e9rence : \u00ab&nbsp;Tout d&rsquo;abord, les revenus doivent augmenter. Nous y parvenons en ajoutant de l&rsquo;exp\u00e9rience et en organisant des campagnes promotionnelles. Nous am\u00e9liorons nos marges parce que nous sommes maintenant plus grands et que nous pouvons donc acheter moins cher.&nbsp;\u00bb Les co\u00fbts diminuent gr\u00e2ce \u00e0 la ren\u00e9gociation des loyers et \u00e0 des interventions dans les domaines de la logistique et de l&rsquo;informatique. \u00ab&nbsp;Nous allons passer \u00e0 un syst\u00e8me unique pour Dreamland et ToyChamp. Ce sera un \u00e9norme avantage.&nbsp;\u00bb Le dernier facteur, c&rsquo;est le personnel. \u00ab&nbsp;Nous avons insist\u00e9 pour conserver l\u2019expertise \u00e0 bord.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une question de concentration<\/h2>\n\n\n\n<p>Ce n&rsquo;est pas si compliqu\u00e9 que \u00e7a, estime M. Nolmans : c&rsquo;est une question de concentration. \u00ab&nbsp;Fun n&rsquo;\u00e9tait plus un magasin de jouets. Dreamland l&rsquo;\u00e9tait, mais le concept manquait d&rsquo;\u00e9motion. Colruyt vend des pots de yaourt, nous vendons des pots de Play-Doh. Ce sont aussi des pots, mais l&rsquo;exp\u00e9rience est totalement diff\u00e9rente&nbsp;\u00bb. Malgr\u00e9 l&rsquo;\u00e9chec de plusieurs concurrents au Benelux et en Europe, le d\u00e9taillant voit le potentiel. La g\u00e9n\u00e9ration Alpha s&rsquo;est quelque peu lass\u00e9e du num\u00e9rique, et les adultes \u00ab&nbsp;kidults&nbsp;\u00bb n&rsquo;ont pas oubli\u00e9 comment jouer.<\/p>\n\n\n\n<p>Bient\u00f4t, le deuxi\u00e8me Dreamland \u00ab&nbsp;hybride&nbsp;\u00bb ouvrira ses portes \u00e0 Malines (le premier a \u00e9t\u00e9 ouvert \u00e0 Furnes)&nbsp; : un magasin qui combine les forces de Dreamland et les atouts de ToyChamp. \u00ab&nbsp;Il y a de tr\u00e8s bons \u00e9l\u00e9ments dans la formule Dreamland. La cloche d&rsquo;anniversaire, par exemple, qui permet aux personnes f\u00eatant leur anniversaire d&rsquo;obtenir un cadeau lorsqu&rsquo;elles appuient sur la cloche, est \u00e0 mon avis une id\u00e9e g\u00e9niale. Ou encore les cours de cyclisme Let&rsquo;s Bike. De plus, Dreamland est fort de ses donn\u00e9es, bas\u00e9es sur la carte Xtra&nbsp;\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une centaine de magasins ?<\/h2>\n\n\n\n<p>Les deux enseignes se rapprochent donc quelque peu l&rsquo;une de l&rsquo;autre, mais pour l&rsquo;instant, Nolmans s&rsquo;en tient \u00e0 une strat\u00e9gie \u00e0 deux marques. \u00ab&nbsp;Nous y r\u00e9fl\u00e9chissons, nous faisons analyser la situation, mais nous n&rsquo;avons encore rien d\u00e9cid\u00e9.&nbsp;\u00bb Le groupe compte aujourd&rsquo;hui 88 magasins : 26 aux Pays-Bas et 62 en Belgique, dont 17 dans la partie francophone du pays. Quel est le potentiel de croissance ? \u00ab&nbsp;Cent magasins, c&rsquo;est faisable&nbsp;\u00bb, pense l&rsquo;entrepreneur. \u00ab&nbsp;Nous sommes d\u00e9j\u00e0 le leader incontest\u00e9 du march\u00e9 au Benelux.&nbsp;\u00bb<\/p>\n\n\n\n<p>Pour cette ann\u00e9e, un chiffre d&rsquo;affaires de 270 millions d&rsquo;euros est en vue, avec une marge EBITDA de 7 %. \u00ab&nbsp;Tout cet argent sera investi dans le r\u00e9am\u00e9nagement des magasins Dreamland. \u00c0 partir de 2025, nous pr\u00e9voyons six \u00e0 huit r\u00e9novations par an. Par ailleurs, nous remodelons les magasins ToyChamp tous les dix ans.&nbsp;\u00bb Nolmans n&rsquo;a pas vraiment h\u00e9sit\u00e9, semble-t-il : \u00ab&nbsp;Nous avons fait notre examen aux Pays-Bas. Combien de d\u00e9taillants belges r\u00e9ussissent l\u00e0-bas ?&nbsp;\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>ToyChamp a remodel\u00e9 et rouvert \u00e0 une vitesse sans pr\u00e9c\u00e9dent les six magasins rachet\u00e9s \u00e0 Fun. Le redressement a \u00e9galement commenc\u00e9 chez Dreamland. La cl\u00e9 ? L&rsquo;exp\u00e9rience : \u00ab Les jouets, c&rsquo;est de l&rsquo;\u00e9motion \u00bb. <\/p>\n","protected":false},"author":3,"featured_media":100557,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"people":[1493],"extra":[],"company":[1031,1142],"topic":[643],"region":[],"class_list":["post-100559","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","people-koen-nolmans","company-dreamland","company-toychamp","topic-interview"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Interview] Koen Nolmans (ToyChamp) : \u00ab&nbsp;Dreamland sortira du rouge cette ann\u00e9e&nbsp;\u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"ToyChamp a remodel\u00e9 et rouvert les six magasins rachet\u00e9s \u00e0 Fun. 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