{"id":53877,"date":"2022-02-02T12:10:18","date_gmt":"2022-02-02T12:10:18","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/maxi-toys-devient-king-jouet-en-france\/"},"modified":"2022-02-02T12:10:18","modified_gmt":"2022-02-02T12:10:18","slug":"maxi-toys-devient-king-jouet-en-france","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/maxi-toys-devient-king-jouet-en-france\/","title":{"rendered":"Maxi Toys devient King Jouet en France"},"content":{"rendered":"<p>Les enseignes de magasins de jouets <strong>King Jouet<\/strong> et <strong>Maxi Toys<\/strong> renforcent leur coop\u00e9ration. En France, tous les magasins passeront sous la banni\u00e8re King Jouet (comme en Suisse). En Belgique et au Luxembourg, ils resteront Maxi Toys. L\u2019emploi sera maintenu.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Synergie<\/h2>\n<p>King Jouet et Maxi Toys annoncent un nouveau chapitre de leur coop\u00e9ration. Le groupe opte r\u00e9solument pour le mod\u00e8le commercial King Jouet \u2013 tout en conservant les atouts de Maxi Toys \u2013 et s\u2019oriente vers une enseigne par pays\u00a0: King Jouet en France et en Suisse, Maxi Toys en Belgique et au Luxembourg. L\u2019op\u00e9ration n\u2019aura pas d\u2019impact sur l\u2019emploi\u00a0: 100% des emplois sont conserv\u00e9s dans les magasins, la logistique et les si\u00e8ges sociaux.<\/p>\n<p>\u00a0<\/p>\n<p>Dans un courrier interne du groupe \u00e0 ses fournisseurs que RetailDetail a pu consulter, le propri\u00e9taire Prenatal Retail Group souligne que la culture et les mod\u00e8les commerciaux des deux cha\u00eenes sont tr\u00e8s similaires et que les premiers exercices de synergie donnent des r\u00e9sultats encourageants.<\/p>\n<p>\u00a0<\/p>\n<h2>Piste logique<\/h2>\n<p>Maxi Toys a \u00e9t\u00e9 acquis par King Jouet <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/reprise-de-maxi-toys-par-le-propri%C3%A9taire-de-king-jouet\">en ao\u00fbt 2020<\/a> apr\u00e8s avoir err\u00e9 entre les fonds d\u2019investissement portugais Green Swan et Mirage Retail Group. Une <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/maxi-toys-demande-la-protection-judiciaire\">restructuration judiciaire men\u00e9e en 2020<\/a> a permis \u00e0 la cha\u00eene de relancer ses activit\u00e9s avec 126 magasins et 850 emplois. Son rachat par King Jouet l\u2019a fait entrer dans le giron d\u2019un groupe solide.<\/p>\n<p>\u00a0<\/p>\n<p>La d\u00e9cision d\u2019intensifier les synergies semble logique. Avec l\u2019int\u00e9gration du r\u00e9seau Maxi Toys, King Jouet deviendrait le leader d\u2019un march\u00e9 fran\u00e7ais tr\u00e8s fragment\u00e9, comme il l\u2019est d\u00e9j\u00e0 en Suisse romande o\u00f9 tous les magasins op\u00e8rent sous la banni\u00e8re King Jouet depuis mai 2021. De son c\u00f4t\u00e9, Maxi Toys pourra b\u00e9n\u00e9ficier des atouts de King Jouet en Belgique et au Luxembourg, notamment en mati\u00e8re de positionnement tarifaire et de num\u00e9risation.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les enseignes de magasins de jouets King Jouet et Maxi Toys renforcent leur coop\u00e9ration. En France, tous les magasins passeront sous la banni\u00e8re King Jouet (comme en Suisse). En Belgique et au Luxembourg, ils resteront Maxi Toys. L\u2019emploi sera maintenu. \u00a0 Synergie King Jouet et Maxi Toys annoncent un nouveau chapitre de leur coop\u00e9ration. Le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":53874,"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-53877","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>Maxi Toys devient King Jouet en France - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les enseignes de magasins de jouets King Jouet et Maxi Toys renforcent leur coop\u00e9ration. Tous les magasins fran\u00e7ais passeront sous la banni\u00e8re King Jouet. 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