FAO Schwarz partners with Prénatal Retail to open flagship store in Italy
ThreeSixty Group is partnering with Prénatal Retail Group, toy retailers in Europe, to introduce the FAO Schwarz brand, retail store, and E-commerce concepts to Italy with an eye to expand in to Spain, France, Portugal and Benelux.
The partnership celebrates a shared vision of bringing consumers engaging retail experiences and exciting brands in store and online. FAO Schwarz's reputation as a premium toy retailer and its focus on offering consumers unique new to market experiences is the perfect fit for the Prenatal group as experts in the toy category and retail.
The agreement includes a flagship store in a historic landmark right in the heart of Milan and brings the magic of the FAO website to Italy. The FAO Schwarz store will occupy over 6,000 square feet of space and feature the full FAO Schwarz collection of toys and one-of-a-kind experiences. The new location, set to open Q4 2021, will be inspired by the New York FAO Schwarz flagship store at 30 Rockefeller Plaza with its unique brand of theater and experiential retail.
Jan-Eric Kloth, President Retail, International Wholesale and Corporate Strategy at ThreeSixty Group: "We couldn't be more pleased to partner with Prénatal Retail Group to introduce the FAO Schwarz brand into Italy. Their retail knowhow and knowledge of the European market and our expertise on instore and online experiences make this a great match. We look forward to offering customers in Italy the same level of engagement that we have in New York while also surprising them with some new experiences and brands unique to the Milan store."
Signature toys and interactive experiences will further cement FAO Schwarz as a place of imagination and discovery while staying true to key elements of the brand, including the famous clock tower and the popular dance-on grand piano. The new, like the original New York location, will feature in-store product demonstrations that instill the wonderment, theater, and "play" for which FAO is known.
Amedeo Giustini, CEO, Prénatal Retail Group: "Our partnership with ThreeSixty Group further cements Prénatal Retail Group's leadership and agility in the European retail toy market. It also highlights our skill in developing valuable retail networks and reinforces our relationship with suppliers. We look forward to welcoming FAO SCHWARZ into our brand portfolio and to sharing with customers exclusive experiences and a brand with over 160 years of history."
FAO Schwarz has long-been a destination of discovery, beginning with FAO Schwarz-branded toys and extending to products from well-loved toy brands from around the world. In 2020, FAO Schwarz brought the magic of the in-store experience online, providing consumers with access to the full array of toys, unique video demonstrations, remote shopping, and virtual workshops. ThreeSixty Group and Prénatal Retail Group are jointly working with third-party brands to introduce even more exciting experiences for customers than ever before and look forward to revealing additional details about this one-of-a-kind partnership in the coming months.