FAO Schwarz opens in London

The retailer’s first-ever European outpost opens in Selfridges, offering more than 2000 products across 22,000 sq ft

Written by Rhys Thomas

Posted 24.10.2019 | Retail

FAO Schwarz opens in London thumbnail
FAO Schwarz’s long-awaited entry to the European market began on Tuesday with the opening of a new flagship store inside Selfridges, London.

The New York toy retailer has taken over 22,000 sq ft of space inside the Oxford Street department store.

Visitors will be able to shop from more than 2000 products, a mix of the latest lines from the likes of LEGO, Playmobil, Schleich, Steiff and Build-a-Bear, among many more. Also on offer is the licensed Discovery #Mindblown range, which has already gone down a storm at its New York store, and high ticket FAO Schwarz exclusives like a toy elephant priced at £1,650.

Jan-Eric Kloth COO of FAO Schwarz owner ThreeSixty Group says: “Selfridges is the perfect partner for FAO Schwarz in the UK and to start our expansion into Europe.

“It truly is the best department store in the world and is fully aligned with our goal to innovate and push the limits of traditional retail with our customised on-site experiences and activations.”

Martyn Stroud, Director of Home and Toys at Selfridges, is similarly congratulatory, saying: “FAO Schwarz is the premiere global brand in toys and today it is certainly the most dynamic experience and customer driven within its field.

“We are thrilled to bring the wonder, excitement, and passion for toys at the heart of FAO Schwarz and offer them to our customers.”

The London outpost is the first time FAO Schwarz has touched down on European soil. It’s the first in a wider roll out across the continent and will be swiftly followed next Tuesday with the opening of second store at Arnotts in Dublin, Ireland.

“We are so excited to bring this larger than life experience that FAO Schwarz has to offer for over 150 years, to Europe,” Jan-Eric adds.

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