{"id":76444,"date":"2023-04-19T08:58:55","date_gmt":"2023-04-19T06:58:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=76444"},"modified":"2023-04-19T13:46:39","modified_gmt":"2023-04-19T11:46:39","slug":"colruyt-group-vend-dreamland-a-toychamp","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/colruyt-group-vend-dreamland-a-toychamp\/","title":{"rendered":"Colruyt Group vend Dreamland \u00e0 ToyChamp"},"content":{"rendered":"\n<p><strong>Colruyt Group<\/strong> va restructurer ses cha\u00eenes <strong>Dreamland <\/strong>et <strong>Dreambaby<\/strong> en difficult\u00e9 : six magasins vont fermer, 192 emplois sont en jeu. La cha\u00eene belge de magasins de jouets <strong>ToyChamp<\/strong> acquerra 75 % des actions de Dreamland.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Licenciements collectifs<\/h2>\n\n\n\n<p>Apr\u00e8s une \u00e9valuation critique, Colruyt Group a d\u00e9cid\u00e9 de restructurer Dreamland et Dreambaby, qui forment ensemble une unit\u00e9 commerciale technique. Plus pr\u00e9cis\u00e9ment, le d\u00e9taillant pr\u00e9voit de fermer un magasin Dreamland et cinq magasins Dreambaby. Il s&rsquo;agit plus pr\u00e9cis\u00e9ment de Dreamland Quartier Bleu \u00e0 Hasselt et des magasins Dreambaby \u00e0 Drogenbos, Beveren, Huy, Tienen et Vilvorde. Cette mesure entra\u00eenerait la suppression de 192 des quelque 1 100 emplois, ce qui rendrait applicable la loi Renault sur les licenciements collectifs.<\/p>\n\n\n\n<p>Selon l&rsquo;entreprise, la restructuration devrait donner \u00e0 Dreambaby un nouvel \u00e9lan pour se d\u00e9velopper de mani\u00e8re durable et autonome, mais il faut faire plus pour Dreamland : cette cha\u00eene de magasins a besoin d&rsquo;un partenaire solide, que Colruyt a trouv\u00e9 dans la cha\u00eene familiale belge ToyChamp, qui exploite plus de 30 magasins en Belgique et aux Pays-Bas et dispose d&rsquo;un centre de distribution \u00e0 Genk. Ensemble, Dreamland et ToyChamp deviendraient le plus grand d\u00e9taillant de jouets de Belgique.<\/p>\n\n\n\n<p>ToyChamp acquerrait 75 % des actions de Dreamland et prendrait ainsi le contr\u00f4le de la cha\u00eene, qui resterait une marque et une entit\u00e9 juridique. La direction actuelle restera en place. Les parties concern\u00e9es n&rsquo;ont pas donn\u00e9 d&rsquo;autres d\u00e9tails sur l&rsquo;op\u00e9ration.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Concurrence en ligne<\/h2>\n\n\n\n<p>Dreamland (48 magasins) et Dreambaby (30 magasins) se d\u00e9battent depuis des ann\u00e9es avec des chiffres en baisse, des volumes en chute libre et la concurrence croissante d&rsquo;acteurs en ligne tels que bol.com et Amazon, ainsi que de cha\u00eenes de magasins plus traditionnelles telles que ToyChamp ou Fox &amp; Cie. Le d\u00e9taillant a tent\u00e9 de redresser la barre en <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/dreamland-augmente-les-frais-de-livraison-se-concentrer-sur-le-click-collect\/\">r\u00e9organisant son concept de magasin<\/a> et en adoptant une nouvelle strat\u00e9gie en ligne, avec des frais de livraison plus \u00e9lev\u00e9s et un accent mis sur le \u00ab\u00a0click &amp; collect\u00a0\u00bb, mais fin janvier, le directeur g\u00e9n\u00e9ral Dieter Struye a <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/dieter-struye-directeur-non-food-quitte-colruyt-group\/\">d\u00fb quitter l&rsquo;entreprise<\/a> en raison des r\u00e9sultats d\u00e9cevants qu&rsquo;il a obtenus.<\/p>\n\n\n\n<p>ToyChamp est l&rsquo;entreprise de la famille Nolmans. La cha\u00eene se concentre sur les grands magasins d&rsquo;exp\u00e9rience de 1 400 \u00e0 2 000 m\u00b2, avec des shop-in-shops de marques telles que LEGO, Sylvanian Families, Baby Born, Squishmallows et Schleich. Le succ\u00e8s de ToyChamp contraste fortement avec les difficult\u00e9s rencontr\u00e9es ces derni\u00e8res ann\u00e9es par des entreprises du secteur telles que Bart Smit, Intertoys et Maxi Toys.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Colruyt Group va restructurer ses cha\u00eenes Dreamland et Dreambaby en difficult\u00e9 : six magasins vont fermer, 192 emplois sont en jeu. La cha\u00eene belge de magasins de jouets ToyChamp acquerra 75 % des actions de Dreamland. <\/p>\n","protected":false},"author":3,"featured_media":52590,"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":[28],"tags":[],"people":[],"extra":[],"company":[141,142,1031,1142],"topic":[282,332],"region":[226],"class_list":["post-76444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","company-colruyt-group","company-dreambaby","company-dreamland","company-toychamp","topic-acquisition","topic-restructuration","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Colruyt Group vend Dreamland \u00e0 ToyChamp - RetailDetail BE<\/title>\n<meta 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