Toys R Us has opened its first pop-up store in a UK shopping centre.
The outlet opened in London’s Whiteleys Shopping Centre in Baywater, after the retailer struck a deal with Standard Life Investments for 10,000 sq ft of space.
Customers will be able to browse items and order online using in-store tablets.
Six permanent and temporary stores will open across shopping centres and retail parks in time for Christmas, reports Retail Week.
Toys R Us is better known for focusing on its large outlets in retail parks.
“We are not abandoning retail parks,” Toys R Us marketing and e-commerce director Mike Coogan told Retail Week. “We are trying new areas and it just so happened we have this shopping centre site. The store is a test.”
Ed Jenkins, head of UK retail for Standard Life Investments, added: "With its affluent local catchment and nearly half of the current customers having young children, Whiteleys provides Toys R Us with an ideal location from which to present its shopping centre format.”
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