{"id":28441,"date":"2018-09-20T09:09:35","date_gmt":"2018-09-20T09:09:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/orchestra-en-lice-pour-la-reprise-de-toysrus-france\/"},"modified":"2018-09-20T09:09:35","modified_gmt":"2018-09-20T09:09:35","slug":"orchestra-en-lice-pour-la-reprise-de-toysrus-france","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/orchestra-en-lice-pour-la-reprise-de-toysrus-france\/","title":{"rendered":"Orchestra en lice pour la reprise de Toys\u2019R\u2019Us France"},"content":{"rendered":"<p>La rumeur qui circulait depuis un moment d\u00e9j\u00e0 a \u00e9t\u00e9 confirm\u00e9e par le PDG d&rsquo;<strong>Orchestra<\/strong>, Pierre Mestre : l&rsquo;homme veut racheter la branche fran\u00e7aise de <strong>Toys\u2019R\u2019Us<\/strong> afin de devenir le leader incontest\u00e9 du march\u00e9 de l&rsquo;enfance en France.<\/p>\n<p><!--break--><\/p>\n<h2>Trois candidats<\/h2>\n<p><a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/toys-%E2%80%98r%E2%80%99-us-d%C3%A9pose-le-bilan\" target=\"_blank\" rel=\"noopener\">Ap\u00e8s la faillite de la cha\u00eene-m\u00e8re am\u00e9ricaine<\/a>, la branche fran\u00e7aise de Toys\u2019R\u2019Us s&rsquo;est elle aussi retrouv\u00e9e en grave difficult\u00e9 et est actuellement en redressement judiciaire. Le 3 octobre prochain le tribunal de commerce d&rsquo;Evry d\u00e9cidera d&rsquo;une \u00e9ventuelle relance de l&rsquo;enseigne de jouets, sous la houlette d&rsquo;un nouveau propri\u00e9taire. Deux candidats s&rsquo;\u00e9taient d\u00e9j\u00e0 manifest\u00e9s officiellement : un franchis\u00e9 des <strong>Galeries Lafayette<\/strong>, \u00e9galement candidat \u00e0 la reprise de <strong>La Grande R\u00e9cr\u00e9 <\/strong>(autre cha\u00eene fran\u00e7aise de jouets en d\u00e9clin), et le cr\u00e9ancier <strong>Cyrus<\/strong>, qui pour ce faire a conclu un accord de collaboration avec <strong>Picwic<\/strong>, la cha\u00eene de jouets de l&#8217;empire Mulliez (<strong>Auchan<\/strong>, <strong>Leroy-Merlin<\/strong>, entre autres).<\/p>\n<p>\u00a0<\/p>\n<p>Ces derni\u00e8res semaines une rumeur circulait selon laquelle Orchestra (qui par le pass\u00e9 a d\u00e9j\u00e0 rachet\u00e9 l&rsquo;enseigne belge <strong>Pr\u00e9maman<\/strong>) \u00e9tait \u00e9galement int\u00e9ress\u00e9 par la cha\u00eene de jouets. Dans un entretien avec Le Figaro et les site web sp\u00e9cialis\u00e9 LSA, <a href=\"http:\/\/www.lefigaro.fr\/societes\/2018\/09\/16\/20005-20180916ARTFIG00125-orchestra-veut-se-marier-a-toys-r-us.php\" target=\"_blank\" rel=\"noopener\">Mestr\u00e9 vient maintenant de confirmer cette rumeur<\/a>. Il veut &lsquo;\u00e0 titre personnel&rsquo;, reprendre 38 des 53 magasins et 907 des 1.152 employ\u00e9s et projette \u00e9galement un investissement de 60 millions d&rsquo;euros pour faire rena\u00eetre la cha\u00eene de ses cendres. Pour ce faire il a conclu un deal avec le fonds d&rsquo;investissement am\u00e9ricain Pimco.<\/p>\n<p>\u00a0<\/p>\n<h2>Contrats de franchise crois\u00e9s<\/h2>\n<p>\u00ab\u00a0Les deux soci\u00e9t\u00e9s resteront ind\u00e9pendantes dans un premier temps, mais seront li\u00e9s par des contrats de franchise crois\u00e9s\u00a0\u00bb, confie le CEO. \u00ab\u00a0L&rsquo;offre sera commune dans les deux r\u00e9seaux, o\u00f9 Orchestra se chargera des v\u00eatements et des articles pour enfants et Toys\u2019R\u2019Us des jouets.\u00a0\u00bb Si Mestre obtient le feu vert du tribunal, il lui restera un d\u00e9tail important \u00e0 r\u00e9gler : le nom de marque Toys\u2019R\u2019Us est en effet aux mains d&rsquo;un cr\u00e9ancier am\u00e9ricain de la cha\u00eene de jouets disparue. Pr\u00e9c\u00e9demment ce dernier a n\u00e9anmoins conclu un accord avec le repreneur des magasins espagnols de Toys\u2019R\u2019Us, qui en \u00e9change de 1,5% du chiffre d&rsquo;affaires est autoris\u00e9 \u00e0 garder et utiliser le nom.<\/p>\n<p>\u00a0<\/p>\n<p>Si Mestre et le d\u00e9tenteur am\u00e9ricain des droits de l&rsquo;enseigne ne parviennent pas \u00e0 un accord, les magasins de jouets repris seront rebaptis\u00e9s <strong>&lsquo;Orchestra &amp; Toys&rsquo;<\/strong>. Mais quoi qu&rsquo;il en soit, chaque magasin devra r\u00e9server au moins 500 m\u00b2 aux v\u00eatements. \u00ab\u00a0Les deux march\u00e9s sont compl\u00e9mentaires\u00a0\u00bb, affirme Mestre. \u00ab\u00a0Les v\u00eatements g\u00e9n\u00e8rent du trafic tout au long de l&rsquo;ann\u00e9e, tandis que les magasins de jouets sont d\u00e9ficitaires de janvier \u00e0 octobre. En outre le march\u00e9 de la mode enfantine est moins sujet au e-commerce que le march\u00e9 du jouet.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<p>A noter que de 2007 \u00e0 2013 Orchestra exploitait d\u00e9j\u00e0 des corners de v\u00eatements chez Toys&rsquo;R&rsquo;Us, mais a mis fin \u00e0 cette collaboration parce que la cha\u00eene de jouets refusait de lui accorder plus d&rsquo;espace.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La rumeur qui circulait depuis un moment d\u00e9j\u00e0 a \u00e9t\u00e9 confirm\u00e9e par le PDG d&rsquo;Orchestra, Pierre Mestre : l&rsquo;homme veut racheter la branche fran\u00e7aise de Toys\u2019R\u2019Us afin de devenir le leader incontest\u00e9 du march\u00e9 de l&rsquo;enfance en France. Trois candidats Ap\u00e8s la faillite de la cha\u00eene-m\u00e8re am\u00e9ricaine, la branche fran\u00e7aise de Toys\u2019R\u2019Us s&rsquo;est elle aussi [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":28438,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-28441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Orchestra en lice pour la reprise de Toys\u2019R\u2019Us France - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La rumeur qui circulait depuis un moment 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