One of Aussies’ favourite baby brands is returning to our shores, with the relaunch of Babies’R’Us into the Australian market.
Now part of Funtastic’s portfolio together with Toys’R’Us and Hobby Warehouse Group, the initial phase will launch with new products on the brand’s website in the coming weeks and an enhanced offering set to go live in the second half of 2021.
The reintroduction of the popular baby brand is an important phase in the development of the group, says Funtastic CEO, Louis Mitton.
“It will support our mission to connect with, and accompany, expectant, new and returning parents throughout their parenting journey,” he says.
“The success and learnings from our Hobby Warehouse and Toys’R’Us digital engagement with customers will help shape our offering, which promises to be a unique retail experience to delight both parents and children alike. We’re excited to be entering a buoyant, but under-represented, retail category and look forward to offering shoppers an exciting alternative.”
The relaunch comes on the back of continued growth for both Toys’R’Us and Hobby Warehouse, which boomed over the Christmas and school holiday trading period. Toys’R’Us delivered strong website performance and brand awareness results, with online traffic up more than 200 per cent in January/February 2021. Online sales doubled year-on-year, with the online platforms recording $10 million in revenue in the first half of 2021.
“We are now able to invest in greater warehouse capacity to address supply constraints, along with additional brands and products, as growth continues. The business has acquired an additional 5,500sqm short-term warehouse facility in Victoria to keep up with demand,” adds Mitton.
