The US family experiential toy store, Camp – part owned by the media platform BuzzFeed – has outlined plans to open five more stores across the States by the end of 2020.
As part of fulfilling this mission, BuzzFeed’s chief marketing officer, Ben Kaufman, is to leave his role in January next year to focus on growing the Camp family retail store brand.
Kaufman is also the chief executive officer and co-founder of Camp, a 10,000 square-foot toy store that opened in New York’s Manhattan in December last year. Kaufman is planning to shift into an active advisory role with BuzzFeed to pay more attention to Camp as it carries out its growth plans in the coming year.
The company’s shift to commerce is thought to be a means of offsetting a recent dip in profitability at the publisher in recent years. It expects to return to profitability next year thanks to the growing commerce efforts.