DreamLand reopens its Waterloo store after a complete makeover
On 10 March, DreamLand reopens its Waterloo store after 2 months renovation work. The reorganisation reflects a new concept focusing on joy and well-being in the store and on reducing the time to pick up online orders. Due to the corona virus, festivities are restricted to a reopening action: a 20% discount on a toy of customers’ choice.
A new store concept focusing on children
After the renovation, the DreamLand of Waterloo stands out for more than one characteristic compared to other stores of the operating unit. Danny Jenquin, manager of the DreamLand Sales department: "Adults will appreciate a more 'zen' store with uniform colours and low racks giving a nice overall view of the store.”
Moreover, this store will multiply children's joy by ten in several playing areas: tables to test toys, a bicycle track to try out bikes and steps... and most importantly: the birthday bell! Danny Jenquin: "The principle is well-known. Birthday kids ring the bell which starts a cheerful birthday song, then sit on the throne and receive a crown, a small gift and a keepsake photo. We gave the bell a new look to become the super hero in our new store!" All DreamLand co-workers of Waterloo cannot wait to hear the birthday bell sound and fill children with joy, but for now, it must be deactivated because of the corona virus.
Greater synergy between brick store and web shop
In recent years, DreamLand has invested considerably in a multi-channel "clicks & bricks" strategy in which web shop and brick store reinforce each other. The Waterloo store will be such a store with a pick-up area near the entrance. Customers will be able to pick up and pay for the articles they ordered at dreamland.be fast.
Unfortunately, the current corona virus pandemic makes it impossible to organise the usual festivities for a store (re)opening. However, DreamLand Waterloo customers will enjoy a festive reopening action: a 20% discount on a toy of their choice until 13 March included.
A range of products to please young and old
The assortment remains the same: apart from indoor and outdoor toys, you can find multimedia, video games, school and office supplies, a gift area with original gadgets for young and old, comic strips and books.
The temporary pop-up that welcomed customers during the renovation work will definitively close its doors on 9 March at 6.30 pm.
DreamLand is the store for family and seasonal fun, offering an extensive range of indoor and outdoor toys (including the own Dreamland brand), exterior furniture, school supplies, multimedia and gaming products, furnishings for children's rooms, books and comics, and much more besides. It has been a subsidiary of Colruyt Group since 1994. DreamLand aims to inspire children and their families to have more fun together through play – after all, ‘Playing makes everything better’. And our staff and stores definitely bring that concept to life, with fun experiences every week coupled with guaranteed lowest prices from the toy specialist. As well as the webshop, DreamLand currently has 46 stores and employs more than 800 people.