Colruyt opened the 12th of September its first DreamLand store in France. The new store is located in Leers, which is near the Belgian border, close to Roubaix.
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.
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.
A store concept like DreamLand is a totally new concept for France. In France there are toys stores and hypermarkets, but almost nothing in between. DreamLand has already plans to opens its second store in France, in Douai.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.
At the DreamBaby-shop the assortiment was beter grouped to easen the search of the consumers. Next to the improvement of the routing and presentation, it was also important to make the new DreamLand identity more recognizable at the facade and inside the store. Together with the client we checked every part of the store. Our client was very realistic about the status and the improvements that needed to take place, a concrete and practical way of working of DreamLand.
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7 comments:
Do you know if they are hiring for France? I am a big Colruyt fan from my days of living in Brussels. I am currently based in Paris, working in Retail and looking for my next position in Senior Management.
Many thanks,
MALF
Dear Malf,
Colruyt is also opening a supermarket in the neighbourhood of Paris (don´t know where exactly).
Regards,
Maurice van der Kooij
also opening a supermarket in the neighborhood.https://www.afu.ac.ae/en/professional-development/
also opening a supermarket in the neighborhood.https://www.afu.ac.ae/en/professional-development/
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