{"id":85828,"date":"2023-10-19T09:19:24","date_gmt":"2023-10-19T07:19:24","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=85828"},"modified":"2023-10-19T09:42:56","modified_gmt":"2023-10-19T07:42:56","slug":"maxi-toys-verdwijnt-dan-toch","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/vrije-tijd\/maxi-toys-verdwijnt-dan-toch\/","title":{"rendered":"Maxi Toys verdwijnt dan toch"},"content":{"rendered":"\n<p>De winkels van <strong>Maxi Toys<\/strong> worden (dan toch) <strong>King Jouet<\/strong>. De Franse groep, die de winkels in&nbsp;2020 overnam, investeert tien miljoen euro in de naamswijziging en nieuwe voorraden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Naar Zwitsers voorbeeld <\/h2>\n\n\n\n<p>In 2020 nam King Jouet <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/maxi-toys-demande-la-protection-judiciaire\/\" target=\"_blank\" rel=\"noopener\">het kwakkelende Maxi Toys<\/a> in Belgi\u00eb over voor 2,5&nbsp;miljoen euro. Oorspronkelijk zou de merknaam blijven bestaan, maar daar komt nu toch verandering in: de Franse eigenaar pompt nog eens 1,7&nbsp;miljoen euro in de merkverandering (70.000&nbsp;\u00e0&nbsp;80.000 euro per vestiging) en voorziet 6,5&nbsp;tot&nbsp;8,5 miljoen euro cashflow voor een jaar lang nieuwe voorraden.<\/p>\n\n\n\n<p>King Jouet erkent dat \u201celke markt zijn specifieke kenmerken heeft en het merk nog niet erg bekend is in Belgi\u00eb\u201d, maar verkiest toch de slagkracht van de internationale groepsnaam. In <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/king-jouet-also-acquires-swiss-maxi-toys\/\" target=\"_blank\" rel=\"noopener\">Zwitserland is het gelukt<\/a> om de naam te veranderen, dus moet dat ook in Belgi\u00eb kunnen, redeneert de groep. Naast de 22&nbsp;verkooppunten in Belgi\u00eb nam de groep in&nbsp;2020 ook 95&nbsp;winkels over in Frankrijk en in&nbsp;2021 zes in Zwitserland.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mid- en high-end<\/h2>\n\n\n\n<p>De positionering wordt anders dan die van Maxi Toys: er komt een onlineplatform en de keten mikt op internationale merken en <em>mid<\/em>&#8211; en <em>high-end<\/em> producten. De medewerkers horen bovendien te adviseren en echte dienstverlening aan te bieden. \u201cConcreet wil de King Jouet-groep de overgenomen winkels wapenen met kennis en vaardigheden, dankzij teams die zich lokaal kunnen aanpassen\u201d, zegt algemeen directeur Philippe Gueydon. <\/p>\n\n\n\n<p>Zo streeft King Jouet naar een jaarlijkse omzetgroei tussen 5&nbsp;en&nbsp;10%. In de komende drie jaar wil de formule bovendien \u00e9\u00e9n of twee nieuwe winkels per jaar openen om het marktaandeel te vergroten. E\u00e9n nieuwe opening is al voorzien in&nbsp;2024.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De winkels van Maxi Toys worden (dan toch) King Jouet. De Franse groep, die de winkels in 2020 overnam, investeert tien miljoen euro in de naamswijziging en nieuwe voorraden.<\/p>\n","protected":false},"author":5,"featured_media":85829,"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":[20],"tags":[],"people":[],"extra":[],"company":[892,893],"topic":[488],"region":[90],"class_list":["post-85828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vrije-tijd","company-king-jouet","company-maxi-toys","topic-marketing","region-belgie"],"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 verdwijnt dan toch - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De winkels van Maxi Toys worden King Jouet. 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