{"id":85840,"date":"2023-10-19T09:44:03","date_gmt":"2023-10-19T07:44:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=85840"},"modified":"2023-10-19T09:44:04","modified_gmt":"2023-10-19T07:44:04","slug":"maxi-toys-disparait-et-devient-king-jouet","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/maxi-toys-disparait-et-devient-king-jouet\/","title":{"rendered":"Maxi Toys dispara\u00eet et devient King Jouet"},"content":{"rendered":"\n<p>Les magasins <strong>Maxi Toys<\/strong> deviendront <strong>King Jouet<\/strong>. Le groupe fran\u00e7ais, qui a repris les magasins Maxi Toys en 2020, investit quelque 10 millions d&rsquo;euros dans le changement de nom et le renouvellement du stock.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Suivant l&rsquo;exemple suisse<\/h2>\n\n\n\n<p>En 2020, King Jouet a repris l&rsquo;enseigne belge Maxi Toys, en difficult\u00e9, pour environ 2,5 millions d&rsquo;euros. \u00c0 l&rsquo;origine, la marque \u00e9tait conserv\u00e9e, mais ceci changera bient\u00f4t. Le propri\u00e9taire fran\u00e7ais investit 1,7 million d&rsquo;euros suppl\u00e9mentaires dans le changement de marque (70 000 \u00e0 80 000 euros par point de vente) et fournit des liquidit\u00e9s \u00e0 hauteur de 6,5 \u00e0 8,5 millions d&rsquo;euros pour un an de nouveau stock.<\/p>\n\n\n\n<p>King Jouet reconna\u00eet que \u00ab&nbsp;chaque march\u00e9 a ses sp\u00e9cificit\u00e9s et que la marque n&rsquo;est pas encore tr\u00e8s connue en Belgique&nbsp;\u00bb mais pr\u00e9f\u00e8re tout de m\u00eame le poids du nom du groupe international. Si en Suisse, il a r\u00e9ussi \u00e0 changer de nom, cela devrait \u00eatre \u00e9galement possible en Belgique, estime le groupe. En effet, outre les 22 points de vente Maxi Toys en Belgique, le groupe a \u00e9galement repris 95 magasins en France en 2020 et six en Suisse en 2021.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Milieu et haut de gamme<\/h2>\n\n\n\n<p>Le positionnement sera diff\u00e9rent de Maxi Toys : il y aura une plateforme en ligne et la cha\u00eene mise sur des marques internationales et des produits moyen et haut de gamme. De plus, les employ\u00e9s sont cens\u00e9s conseiller et offrir de v\u00e9ritables services. \u00ab&nbsp;Concr\u00e8tement, le groupe King Jouet entend doter les magasins rachet\u00e9s de savoir-faire et de comp\u00e9tences, gr\u00e2ce \u00e0 des \u00e9quipes capables de s&rsquo;adapter localement,&nbsp;\u00bb explique Philippe Gueydon, directeur g\u00e9n\u00e9ral.<\/p>\n\n\n\n<p>Par exemple, King Jouet vise une croissance annuelle du chiffre d&rsquo;affaires comprise entre 5 et 10 %. Au cours des trois prochaines ann\u00e9es, l&rsquo;enseigne pr\u00e9voit \u00e9galement d&rsquo;ouvrir un ou deux nouveaux magasins par an afin d&rsquo;augmenter sa part de march\u00e9. Une nouvelle ouverture est d\u00e9j\u00e0 pr\u00e9vue pour 2024.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les magasins Maxi Toys deviendront King Jouet. Le groupe fran\u00e7ais, qui a repris les magasins Maxi Toys en 2020, investit quelque 10 millions d&rsquo;euros dans le changement de nom et le renouvellement du stock.<\/p>\n","protected":false},"author":5,"featured_media":85830,"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":[892,893],"topic":[276,332],"region":[226],"class_list":["post-85840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","company-king-jouet","company-maxi-toys","topic-expansion","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>Maxi Toys dispara\u00eet et devient King Jouet - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les magasins Maxi Toys deviendront King Jouet. 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