FAO Schwarz launches Selfridges pop-up

Published on: 6th November 2018

The fourth floor of Selfridges now features an eye-catching display of toys and the iconic FAO Schwarz piano.  

Redlands Distribution acquired the exclusive rights to introduce the iconic FAO Schwarz brand to the UK, and has been working closely with the ThreeSixty Group and the Selfridges teams to bring the pop-up store to market in less than six months.

FAO Schwarz is an American toy store. The company is known for its unique high-end toys, life-sized stuffed animals, dolls, and games.

The combination of Selfridges retail excellence, the market leading product from ThreeSixty under its three brands of FAO, Discovery and Sharper Image, and the entrepreneurism of Redlands Distribution, showed what can happen when all focus is on delivering a great project.

Mark Handley, managing partner of Redlands Distribution, commented: “The opportunity to secure the rights for FAO for the UK & Ireland, and to be able to launch with Selfridges across their portfolio, was the perfect start. Redlands Distribution looks forward to building on this great foundation.”

Jan-Eric Kloth, COO of ThreeSixty Group, owner of FAO Schwarz, added: “This has been an amazing year for FAO Schwarz; our first new flagship store opens this month in Rockefeller Centre New York and we’ve partnered with amazing companies across the globe to launch the brand into new markets. We are beyond thrilled to be partnering exclusively with Selfridges for our first launch into the UK market and look forward to showcasing our toys and to entertaining customers on the iconic BigPiano.”


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