Bankrupt Toys R Us Aims For Retail Revival

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Even with the liquidation of Toys R Us operations in the U.S., Australia and the U.K., parts of the business in other regions are still active and purchase goods as well as pay royalties to Tru Kids. Now, the company is looking to restart the brand in places such as the U.S. ahead of Christmas, Bloomberg reported.

Tru Kids Inc. Chief Executive Officer Richard Barry said, according to the outlet, “That’s certainly our intent, to be in a position where U.S. consumers can engage with Toys ‘R’ Us and Babies ‘R’ Us again this holiday season.” He added that “a significant amount of market share has been left on the table.”

With such a revival, the brand could have pop-up shops, eCommerce or brick-and-mortar stores. The idea, Barry told the outlet, is to have locations that combine offline and online experiences. As it stands, funds led by Angelo, Gordon & Co. and Solus Alternative Asset Management own Tru Kids. The company has offered the Journey Girls private-label brand at Kroger, and there are reportedly discussions ongoing to keep that collaboration going.

The news comes as  Toys R Us  is going strong in Asia, where there are plans to open 60 new locations throughout the region this year. According to a South China Morning Post report in January, the Fung Retailing Group-backed company will open most of the newest locations in China, and is also considering Vietnam and Indonesia as well as Cambodia. Currently, the company operates more than 550 stores in the region.

Jo Hall, Toys R Us chief commercial officer for Greater China and Southeast Asia, said per the report that the company is “cautiously optimistic.” Hall said, “We continue to invest in refurbishing existing and opening new stores, and our investment budget in Hong Kong [for stores, information technology and online commerce] this year is the same as last year.”

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