US: Toys R Us expands new format stores

21 new stores in 2011 to include 11 R Superstores and ten side-by-side locations.
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The new store are set to offer 'more convenient, one-stop shopping destinations to fulfil the needs of children of all ages' and are part of the retailer's strategy to bring Toys R Us and Babies R Us together under the same roof in an integrated store format.

23 existing locations will also be changed to the side-by-side format which will be completed by the end of the year.

Jerry Storch, chairman and CEO, Toys R Us, commented: "Integrating Toys R Us and Babies R Us under one roof has been part of the company’s strategy for the past five years and customers continue to embrace the enhanced shopping experience these stores offer.

"The side-by-side store format provides exceptional convenience for parents, offering a wide selection of differentiated toys and juvenile products, and allows the company to cultivate customer loyalty as their children grow and they transition from Babies R Us to Toys R Us shoppers."

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