Retail Interview Billed as the largest toy chain in the Netherlands and Belgium, ToyChamp CEO Koen Nolmans is celebrating 21 years of trading

ToyChamp comes of age

Billed as the largest toy chain in the Netherlands and Belgium, ToyChamp is celebrating 21 years of trading. TnP talks to CEO Koen Nolmans

What’s your background?

I’ve been in toys for over 35 years. After obtaining a master's degree in applied economics and computer science, I started in our family business, Nolmans Familiewinkels, in the mid-1980s as toys buyer.

Nolmans grew to six large toy stores in Belgium (measuring 1,500- 3,000sq m each) which were sold to the retail investment company Mitiska in 2000, and were the basis for the Belgian toy retail chain FUN.

In 2001, we started ToyChamp as a new retail format in the Netherlands. To continue the growth, ToyChamp Belgium NV was founded in 2004 and two shops were opened in Lanaken and We offer a shopping “ Sint-Truiden. In the coming years more shops followed, and in mid-June 2019 seven Intertoys XL shops were taken over. experience far more than Thus, the group currently has 33 stores, nine of which are in Belgium and 24 in the Netherlands. shelves and boxes ” Almost all the shops are located in the periphery of cities, often in retail parks or football stadiums, including FC Zwolle [a Dutch football club based in Zwolle] and Roda JC [a Dutch football club based in

Tell us about your business.

ToyChamp is a retail formula offering a very wide range of child-related products such as toys, multimedia, school supplies, gadgets, outdoor and seasonal items.

It launched in 2001 with five stores of 1,500sqm each in the Netherlands - which was mainly dominated by Blokker group stores like Intertoys and Bart Smit with a much smaller store surface of 250-500sq m.

Destination stores with a far larger assortment and selection like ToyChamp were almost non-existent in the Netherlands, apart from a few Toys R Us branches.

Champy on Tour

ToyChamp’s mascot Champy and his circus entourage are currently visiting various ToyChamp store locations across Belgium and the Netherlands. The travelling Champy circus offers a variety of fun experiences for children, from meet & greets with favourite heroes and photo opportunities with Champy, to games and interactive demos held in play corners for kids to test the newest toys for themselves. They can also play ‘Spin The Wheel’ for the chance to win prizes. Entrance to the circus is completely free. Find out more at www.toychamp.nl/champy-on-tour.

33 ToyChamp operates a total of 33 stores, nine of which are in Belgium and 24 in the Netherlands

Kerkrade] or sports complexes such as De Voorwaarts Apeldoorn [a popular sports arena in the Dutch city of Apeldoorn]. A typical ToyChamp store measures 1,500- 2,500sq m.

In the Belgium city of Genk, Nolmans Retail Support NV provides logistical and administrative support for the ToyChamp stores and webshop. A new DC [distribution centre] and office complex “ opened there at the end of 2018, tripling our logistics capacity.

What’s your mission?

To let children, who grow up in a digitised world, dream in our magical shops. Playing is an essential part of the learning process. ToyChamp wants to facilitate this with advice and experience.

What do you offer that other toy shops don't?

We have a wide range of kidrelated products and we offer a shopping experience far more than shelves and boxes. ToyChamp excels in shop-inshop concepts in-store, as well as events and experiences with Champy on Tour [see box].

How would you describe your range?

We carry all A-brands but also many smaller brands, as well as direct import from the Far East.

Everybody in every sector will have to deal with the consequences of the cost-ofliving crunch. In the toy sector in particular, we have the advantage of relatively low retail prices, as well as fixed event dates like Christmas. For sure Santa Claus will do his best not to forget any child on his grand tour ”

How do you find products?

In all possible ways. We attend trade fairs at Nuremberg, Hong Kong, and Los Angeles and visit all the major suppliers such as LEGO, Mattel, Hasbro, MGA, Playmobil, Spin Master, and VTech.

Are you a member of any trade associations?

We have ad hoc co-operation with two other Belgian retail chains.

How has trading been for you?

Since Covid is less troublesome now than in the past two years, many people are happy to be able to travel again. But with inflation surging and uncertainty around the war in Ukraine on top of that, sales have been suffering compared with 2021.

Luckily, thanks to our experience proposition (shopping at ToyChamp is almost like an event), the effect is minor - and ToyChamp is outperforming the market. Compared with the pre-Covid year (2019), our like-for-like increase in sales is far over double-digit.

Have you been affected by price rises and stock shortages?

Shortages were mainly in the second half of 2021 due to huge supply chain issues. Since then, we have been anticipating these issues by ordering and shipping earlier, as well as buying strategically and anticipating announced price increases.

The UK is suffering from a costof-living crisis - is this the case for you? If so, have you noticed a change in purchasing patterns as a result?

Everybody in every sector will have to deal with the consequences of the cost-of-living crunch. In the toy sector in particular, we have the advantage of relatively low retail prices, as well as fixed event dates like Christmas. For sure Santa Claus will do his best not to forget any child on his grand tour.

What’s next for ToyChamp - do you have any exciting news you can share?

ToyChamp is planning for steady growth in both the Netherlands and Belgium, with in-store renovations as well as new store openings.

On top of that, we will be investing in our in-store experiences and Champy on Tour, with six events planned throughout Q4, where kids can come and meet their heroes in-store, and take part in workshops and activities.

What’s the most rewarding aspect of your job?

First of all, toys keep you young. But most of all, there is no better job than making children happy every day!

What's the most challenging part of your job?

In 35 years, I have experienced many crises (the financial crisis, the surge of ecommerce, and the Covid crisis, to name a few) and ever-changing market conditions. The world's largest toy retail chains have all run into difficulties and often disappeared. So adapting to them all the time is a challenge - but it keeps you on your toes!

What’s your favourite toy?

Since childhood, I’ve always been a huge fan of LEGO because it inspires and motivates me to be creative - which is, for sure, a quality that helps to run a business.

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Maker Station ■ Paw Patrol (collection)