TOP-TOY is the leading toys retailer in the Nordic region. The company operates approximately 300 stores across two banners in the Nordics and Northern Germany. Moreover, TOP-TOY has a solid omni-channel offering with a strong growth trajectory for its e-commerce operations.
TOP-TOY operates toy stores under two banners, namely BR and TOYS"R”US. BR is a high street and mall concept with ~250 stores, focusing on convenient toys shopping across the Nordics and Germany, in addition to a full omni-channel offering. TOYS"R”US is an out-of-town concept with ~50 stores and omni-channel offering across the Nordics. All TOP-TOY stores across the two banners are fully owned by the company.
The company was founded in the 1960s and has been run as a family-owned business until 2016, when a partnership between the founding Gjørup family and EQT VII was established. The company’s headquarter is located outside of Copenhagen, Denmark.
The company sources its products through its buying office in Hong Kong as well as in the European market through the Danish headquarter. The product offering includes important international brands and IP offerings, but also a significant share of exclusive private label and own developed products.
Market trends and drivers
The Nordic toys market is characterized by steady growth and has a size in excess of DKK 10 billion across channels. The most significant growth driver going forward is e-commerce which is expected to see double-digit market development.
The rationale underlying the TOP-TOY investment is its Nordic market position with leading store network and brand recognition, strong brands and sourcing operation in Hong Kong in addition to a solid management team.
The value creation plan includes expanding the store base in the Nordic region and driving same-store-growth through developing a customer-centric approach and ensuring further differentiation of the two retail banners. Acceleration of the already well-established omni-channel setup will also be important, leveraging the company’s strong brand and position in a rapidly growing e-commerce market.