Fnac Eveil & Games sells Okaïdi-Obaïbi - July 12, 2010
Fnac farewell to Wake & Games. The distributor of cultural products, a subsidiary of PPR, entered into exclusive negotiations with ïdgroup (Okaïdi, Obaïbi, Jacadi …) for the sale of 41 stores games and edutainment toys Fnac Eveil & Jeux and site Online sales associate. "The reference to the Fnac will quickly disappear from the sign, gives the" Figaro "Margaret Milan, CEO of the subsidiary. Eveil & Jeux notoriety enough to live alone. "
So finished playing for Fnac, which opened its first stores in 1997 Fnac Junior, before acquiring the next year the pioneer of mail-edutainment toys, games & Enlightenment. In 2005, two subsidiaries were combined and renamed the brand.The ensemble, led by Margaret Milan, the founder of Awakening & Games, was managed independently within the Fnac.
This relative independence explains that PPR, which formally announced in February 2009 its desire to disengage from Fnac, has decided to initiate a sales process for specific Awakening & Games.
If the transfer, the amount was not disclosed, go ahead, join ïdgroup Awakening & Games, the leading French ready-to-wear children. Its founder, John Duforest, is a former Camaïeu, which he took over the child activity in 1996. Together with Jean-Luc Souflet, he launched the brand in 2000 Okaïdi, targeting children 0-14 years and two years later Obaïbi, based on 0-5 years.Both brands now have 681 stores, including 347 in France freecreditscore.
A phenomenal success has led leaders to diversify. In 2005, ïdgroup bought Frydman family (former owner of Marionnaud) Jacadi, which has 270 stores, including 117 in France. Ïdgroup, which showed a turnover of 415 million euros in 2009 (but refuses to disclose its findings), also trying to revive a small sign of educational toys and arousal acquired in 2008, called Oxybul.
50% of distance selling
"Both groups will benefit from the expertise specific to each brand, including the qualifications of Internet sales and promoting the network of stores, provide Duforest Jean and Jean-Louis Souflet. "We specialize in multi-channel," says Margaret Milan.Half of the turnover of Fnac Eveil & Games (127 million euros last year) is carried in stores. The other half is done remotely, with 90% on the Internet and only 10% by phone or by mail.
Okaïdi may therefore accelerate the Internet, while awake & Games benefit from the experience of international ïdgroup, present in 60 countries. "Both companies share the same values," says Margaret Milan, delighted to join a group to "work for the awakening and development beneficial to the child," according to its founders.
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