The DreamLand store in France is store number 30 of this chain. DreamLand is a daughter of the Colruyt Group. In 1978 this company started as toys store, the DreamLand formula nowadays is a leisure shop concept for the younger and older consumer.
Colruyt is already active in France for several years, with supermarkets and as cash&carry. The chain is known for its low pricing, flat organisation structure and a down to earth mentality, all ingredients for the success of the Colruyt formula.
Jos de Vries The Retail Company developed the current store concept together with DreamLand. The information described below concerns the first store and further roll-out of this store concept. The pictures are from the first renovated store with the new store concept in Belgium.
Together with Dreamland points that needed to be improved had been described, a different routing had to be optimalized with strong focus points and clear entrances.
The check-out zone has been separated from the entrance zone, the client can easily enter the store, also at busy days.
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