Intertoys sold back to former owner

Green Swan agrees sale of the Dutch toy chain to Mirage Toys Group, the new name of former owner Blokker Holdings

Written by Rhys Thomas

Posted 09.09.2019 | Retail

Intertoys sold back to former owner thumbnail

Dutch toy chain Intertoys is changing hands for the third time in as many years, returning to the stewardship of former owner Blokker Holdings.

Intertoys is owned by Green Swan, the Portuguese investment group which also operates Toys R Us in Spain and Portgual, and snatched Intertoys from the jaws of bankruptcy in March this year.

At the time, Green Swan chief executive Paulo Andrez was bullish about the acquisition and said the group was “highly motivated to bring our approach and strategic focus on innovation to the restart of a brand that so many families love”.

But now it will offload Intertoys as well as Maxi Toys, another ailing European toy chain Green Swan acquired back in January this year, to Mirage Toys Group, the toy retail division of Blokker’s new parent firm Mirage Retail Group.

Mirage will also acquire Maxi Toys from Green Swan

Green Swan general manager Rodrigo Saraiva told DutchNews.nl that the deal offered a “great opportunity” to all involved – and the sale will not mean the end of the groups’ dealings.
“We’ll remain collaborative, maintaining the cooperation between these brands and Toys R Us Spain and Portugal,” he says.

The number of Intertoys locations has dramatically dropped off since the Alteri investment group originally took over from Blokker in December 2017, falling to 127 stores and 80 franchises in the Netherlands. Maxi Toys has around 200 stores across Belgium, France, Luxembourg and Switzerland. Combined the stores turnover around 400 million euros.

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