FAO Schwarz to open first flagship store in Italy

Published on: 19th March 2021

A partnership with Prénatal Retail Group will see FAO Schwarz open a flagship store in Milan in 2021, before exploring further expansion in Europe.

ThreeSixty Group is partnering with Prénatal Retail Group, one of the largest toy retailers in Europe, to introduce the FAO Schwarz brand, retail store and eCommerce concepts to Italy, with an eye to expand in to Spain, France, Portugal and Benelux. Italian retailer Prénatal operates in eight European countries with 777 stores and 4,858 employees. The Group manages the brands Prénatal, Toys Center and Bimbostore in Italy and Europe, and King Jouet in France, Belgium and Switzerland.

The partnership celebrates a shared vision of bringing consumers engaging retail experiences and exciting brands both in store and online. FAO Schwarz’s reputation as a premium toy retailer and its focus on offering consumers unique, new to market experiences is the perfect fit for the Prénatal group, as experts in the toy category and retail.

The agreement includes a flagship store in the heart of Milan and brings the magic of the FAO website to Italy. The FAO Schwarz store will occupy over 6,000 square feet of space and feature the full FAO Schwarz collection of toys and one-of-a-kind experiences. The new location, set to open Q4 2021, will be inspired by the New York FAO Schwarz flagship store at 30 Rockefeller Plaza, with its unique brand of theatre and experiential retail.

“We couldn’t be more pleased to partner with Prénatal Retail Group to introduce the FAO Schwarz brand into Italy,” said Jan-Eric Kloth, president Retail, International Wholesale and Corporate Strategy at ThreeSixty Group. “The Group’s retail knowhow and knowledge of the European market combined with our expertise on instore and online experiences make this a great match. We look forward to offering customers in Italy the same level of engagement that we have in New York, while also surprising them with some new experiences and brands unique to the Milan store.”

Signature toys and interactive experiences will cement FAO Schwarz as a place of imagination and discovery, including the famous clock tower and the popular dance-on grand piano. The new store, like the original New York location, will feature in-store product demonstrations that instil the wonderment, theatre, and play for which FAO is known.

“Our partnership with ThreeSixty Group further cements Prénatal Retail Group’s leadership and agility in the European retail toy market,” added Amedeo Giustini, CEO Prénatal Retail Group. “It also highlights our skill in developing valuable retail networks and reinforces our relationship with suppliers. We look forward to welcoming FAO Schwarz into our brand portfolio and to sharing with customers exclusive experiences and a brand with over 160 years of history.”

ThreeSixty Group and Prénatal Retail Group are jointly working with third-party brands to introduce even more exciting experiences for customers than ever before and look forward to revealing additional details about this one-of-a-kind partnership in the coming months.




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