TRU Continues Babies 'R' Us Integration

As part of its plans to offer more convenient, one-stop shopping destinations, Toys ‘R’ Us has announced the addition of eight new stores and the transformation of 13 existing locations to the Babies ‘R’ Us/Toys ‘R’ Us side-by-side model.

These 21 stores across 13 states are representative of the company’s ongoing strategy to bring Toys ‘R’ Us and Babies ‘R’ Us together in an integrated store format, providing customers with a streamlined shopping environment that showcases the company’s differentiated product offerings and services.

By the end of 2012, the company expects to operate 204 side-by-side stores nationwide, accounting for nearly 25 percent of its store base across the country.

“As we continue to invest and build upon our portfolio of stores by integrating Toys ‘R Us and Babies ‘R’ Us under one roof, our strategy has provided the opportunity to capture customers at their family’s earliest stage and grow with them through childhood,” says Jerry Storch, chairman and chief executive officer, Toys ‘R’ Us. “We are pleased that our customers have consistently embraced the enhanced shopping experience these locations offer, whether they are shopping for must-have toys for the kids in their lives or products for the newest addition to their family.”

The company embarked on its integrated store strategy in 2006 when it began renovating existing Toys ‘R’ Us stores to include a small Babies ‘R’ Us store-within-a-store.