Activities (1,3 MB) - Colruyt Group
Activities (1,3 MB) - Colruyt Group
Activities (1,3 MB) - Colruyt Group
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1.4. DreamLand, DreamBaby and<br />
ColliShop<br />
The specialised non-food formulas of <strong>Colruyt</strong> <strong>Group</strong> are<br />
the physical stores DreamLand and DreamBaby and the<br />
webshops by the same name and the webshop ColliShop.<br />
These activities realised a 9,4% increase in revenues to EUR<br />
234,9 million in the financial year 2011-2012.<br />
1.4.1. DreamLand<br />
Toy specialist DreamLand targets children ages 0 to 14 and<br />
their families, and bases its product range on the needs and<br />
wishes of the target group. Besides toys, school supplies, gifts<br />
and seasonal products, there is also a wide range of multi-<br />
• Year of inception: 1994: acquisition of Droomland, in<br />
2002 renamed DreamLand<br />
• Combined revenue DreamLand and DreamBaby:<br />
EUR 234,9 million (+ 9,4%)<br />
• Number of employees in FTE: 913 (+ 66) (DreamLand,<br />
DreamBaby and ColliShop)<br />
• Number of stores: 35 in Belgium, 2 in France<br />
• Average store surface area: 1.600 m²<br />
• Baseline: The widest choice, nowhere as cheap.<br />
media and gaming and fun things to furnish their rooms.<br />
The product range of DreamLand is very extensive and closely<br />
follows the newest trends in the market. By always including<br />
the latest new releases and brands in the product range,<br />
DreamLand demonstrates that it has a large affinity with the<br />
world of young people. DreamLand has even developed into<br />
the biggest seller of brand book bags and rucksacks.<br />
In addition to the in-store sales, online sales are also<br />
becoming more and more important. When a customer<br />
orders a product online, he can collect it at one of the nearly<br />
300 <strong>Colruyt</strong> and OKay stores. As a result of this extensive<br />
distribution network, DreamLand has a unique position in the<br />
E-tail market.<br />
DreamLand regularly organises workshops. In these<br />
workshops, parents learn how they can provide guidance<br />
to their children in a well-balanced manner in their different<br />
stages of life. For example, in the workshop ‘Let’s read’,<br />
parents are given useful tips and tricks to read to their<br />
children from the right book.<br />
Developments<br />
In the past financial year, DreamLand opened new stores in<br />
Drogenbos (2.300 m²), Lier and Halle. In Lier, the DeamLand<br />
store was situated next to a DreamBaby and a <strong>Colruyt</strong> store.<br />
DreamLand opened a new third generation store in Halle. The<br />
new store concept emphasizes the cosy family atmosphere,<br />
but then tailored to children. There were 35 DreamLand<br />
stores at the end of the financial year.<br />
DreamLand increased its online product range with 1.300<br />
products from the former ColliShop toys product range in the<br />
past financial year.<br />
Since two years, the store network is supplied from a central<br />
distribution centre (35.000 m²) in Lot, previously this was<br />
from three locations. Since we have opted for only one<br />
location, we save on average 16% per delivery to a store.<br />
The DreamLand formula is also a active abroad. DreamLand<br />
now has two stores in France. Step-for-step, DreamLand is<br />
bringing the product range of its French stores more in line<br />
with French culture.<br />
With the opening of an office in Hong Kong, we aim to further<br />
expand our sourcing activities (direct imports) and increase<br />
the sustainability of our imports. In this manner, we can offer<br />
our customers more guarantees for fair, safe and healthy<br />
products.<br />
annual report 2011•2012 00 01 02 03 04 05<br />
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