Following reports in the Dutch press, Smyths Toys confirms to Toy World that two new stores will open in The Netherlands before Easter, with more to follow.

Retail Trends Media first reported that, following ongoing, long-term discussions, Smyths Toys will be opening stores in The Netherlands, with the first two locations slated for launch in time for the Easter 2023 holidays.

The Dutch website says that five years ago, at the beginning of January 2018, the retailer announced an ambition to open thirty stores in The Netherlands in the short term, to be followed by other countries on the European mainland.

Plans, and the order of events, changed as fate intervened and various opportunities presented themselves to Smyths Toys’ management, and the first European stores were opened in Germany, Austria and Switzerland, where Smyths Toys took over more than ninety Toys R Us stores. Last year, thanks to a takeover of PicWic Toys’ French operation, another 41 stores in were added in France, making Smyths the largest toy retailer in Europe.

At the time, a Smyths spokesperson said the PicWic deal was “a great starting point for our expansion.”

The extension of the toy retail chain into The Netherlands will differ in terms of set up, as Smyths is building a completely new business in the territory, rather than taking over an existing toy retail business and store locations.

Smyths has now confirmed to Toy World that plans to open new stores in The Netherlands are well underway.

The first new openings will be located in Amsterdam, in the Akerpoort shopping centre, and in Rotterdam, in the Bigshops shopping centre. The inaugural stores in the Dutch market will be approximately 1900 square metres and will also be supported by an online presence. Smyths Toys has plans to grow to about twenty locations in the territory the coming years.

Meanwhile rebranding of PicWic stores in France has started this week, as the Smyths team continues to successfully introduce and grow its brand in France.