{"id":88805,"date":"2023-12-04T10:35:40","date_gmt":"2023-12-04T09:35:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=88805"},"modified":"2023-12-04T17:43:15","modified_gmt":"2023-12-04T16:43:15","slug":"hoe-toychamp-eigenaar-koen-nolmans-dreamland-weer-winstgevend-wil-maken","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/vrije-tijd\/hoe-toychamp-eigenaar-koen-nolmans-dreamland-weer-winstgevend-wil-maken\/","title":{"rendered":"Hoe ToyChamp-eigenaar Koen Nolmans Dreamland weer winstgevend wil maken"},"content":{"rendered":"\n<p>Eind&nbsp;2024 moet <strong>Dreamland<\/strong> weer winst maken, zegt Koen Nolmans. De eigenaar van <strong>ToyChamp<\/strong>, dat 75% van de aandelen van de speelgoedketen overnam van <strong>Colruyt Group<\/strong>, wil sterker inzetten op beleving, schaalvergroting en data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hoge conversiegraad<\/h2>\n\n\n\n<p>Dreamland kampt al enkele jaren met rode cijfers: vorig jaar boekte de keten met zijn 47&nbsp;Belgische winkels een verlies van 21&nbsp;miljoen euro op een omzet van 298&nbsp;miljoen. In april van dit jaar <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/vrije-tijd\/colruyt-group-verkoopt-dreamland-aan-toychamp\/\" target=\"_blank\" rel=\"noopener\">verkocht Colruyt Group daarom 75% van de aandelen<\/a> aan ToyChamp, de speelgoedketen van de familie Nolmans met 24&nbsp;winkels in Nederland en 9 in Belgi\u00eb. CEO Koen Nolmans heeft er een goed oog in: <a href=\"https:\/\/www.tijd.be\/tablet\/newspaper\/ondernemen\/speelgoedkoning-koen-nolmans-ik-bewijs-dat-fysieke-winkels-geen-dinosaurussen-zijn\/10510514\" target=\"_blank\" rel=\"noopener\">eind volgend jaar zal Dreamland weer winstgevend zijn<\/a>, zegt hij aan De Tijd.<\/p>\n\n\n\n<p>Een factor die daartoe moet bijdragen is schaalvergroting: Dreamland en ToyChamp gaan hun assortiment samen aankopen, wat scheelt op de inkoop- en de marketingkosten. Daarnaast wil Nolmans meer beleving in de winkels brengen, met animaties en demonstraties. De topman gelooft sterk in de kracht van fysieke winkel: \u201cWij verkopen geen producten, maar emotie. Kinderen raken onder de indruk als ze in onze winkels plots voor een gigantisch rek met Lego staan.\u201d Daardoor bereikt ToyChamp een conversiegraad van wel 50&nbsp;tot&nbsp;60%, terwijl webshops tevreden mogen zijn met&nbsp;2%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">In de Xtra-app<\/h2>\n\n\n\n<p>\u201cDe fysieke winkel is aan een revival bezig. De te sterke focus op onlinegroei is gestopt\u201d, gelooft Nolmans. Webwinkels als Amazon, Bol en Zalando hebben het nu moeilijker. Volgens hem zette ook Dreamland de afgelopen jaren te sterk in op online, terwijl de winst niet volgde. Toch investeert ook ToyChamp in online: de retailer doet onder andere aan online marketing, met filmpjes op sociale media. De webwinkel moet echter vooral het merk in de kijker zetten en volk naar de winkels lokken, want dat is waar de retailer geld verdient.<\/p>\n\n\n\n<p>Digitalisering draait voor Nolmans rond data, en daar heeft Dreamland een belangrijke troef, met het digitale Xtra-platform van Colruyt Group. Mogelijk worden Dreamland en ToyChamp samen zichtbaarder in de Xtra-app en in de Colruyt-winkels. Er komen nog meer synergi\u00ebn, maar voorlopig blijven beide merken wel naast elkaar bestaan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Eind 2024 moet Dreamland weer winst maken, zegt Koen Nolmans. De eigenaar van ToyChamp, dat 75% van de aandelen van de speelgoedketen overnam van Colruyt Group, wil sterker inzetten op beleving, schaalvergroting en data.<\/p>\n","protected":false},"author":3,"featured_media":52589,"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":[1031,1142],"topic":[],"region":[90],"class_list":["post-88805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vrije-tijd","company-dreamland","company-toychamp","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>Hoe ToyChamp-eigenaar Koen Nolmans Dreamland weer winstgevend wil maken - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Eind 2024 moet Dreamland weer winst maken. 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