On October 9th, 2017 Artsana S.p.A. obtained full control of Prénatal Retail Group, managing the brands Prénatal, Toys Center, Bimbostore in Italy and Europe and King Jouet in France, Belgium and Switzerland.
In 2020 Prénatal Retail Group has found itself face to face with the global pandemic, hence had to accelerate the important process of digitalization of all its Brands in a decisive manner.
The objective was to go on providing all the families with essential goods and services, especially in times so critical and challenging. The on-line sales raised to 75 MLN € with an increase of +138%, reaching a grand total of 96 MLN € together with omnichannel/web-to-store sales, corresponding to the 10% of the total turnover.


777
stores
4,858
employees
€ 1,085 MLN
turnover
in 2020
462,000 SQM.
total store
surface
22 MLN
customers
“Toys Center: Dove inizia l’avventura”


OUR MISSION
WE LIVE TO GIVE, WITH OUR TOYS, EMOTIONS LASTING FOREVER. ADVENTURES WHERE SURPRISE, JOY AND FUN HELP TO GROW UP TOGETHER.
Launched in the 1990s, over the past fifteen years Toys Center has become the leading toy retailer in Italy through a series of acquisitions. Over the years Toys Center has developed a family-friendly format and consistently expanded its product range of toys to include childcare products and textiles in larger and larger stores all over Italy.
Toys Center offers, in addition to top brands toys, a range of 18 exclusive own brands with 1.500 items. We increased our activity of listening and analyzing our consumers’ needs, not only in our stores, but also through the different touchpoints. Thanks to this, we can now develop products consistent with the customers’ requirements and their children’s desires to live the adventure, to run faster, to become a superhero, to make-up like a princess, to hug a full-size teddy bear.
Toys Center is the only toy specialist chain in Europe with more than 20% share in the national market.
The wide range of products is also available on the online store, also offering the opportunity to use “click-and-collect” service.
130
stores
158,000 SQM.
overall retail
space
10 MLN
customers
29,1%
market share
(Source NPD)


OUR MISSION
WE LIVE TO GIVE, WITH OUR TOYS, EMOTIONS LASTING FOREVER. ADVENTURES WHERE SURPRISE, JOY AND FUN HELP TO GROW UP TOGETHER.
Launched in the 1990s, over the past fifteen years Toys Center has become the leading toy retailer in Italy through a series of acquisitions. Over the years Toys Center has developed a family-friendly format and consistently expanded its product range of toys to include childcare products and textiles in larger and larger stores all over Italy.
Toys Center offers, in addition to top brands toys, a range of 18 exclusive own brands with 1.500 items. We increased our activity of listening and analyzing our consumers’ needs, not only in our stores, but also through the different touchpoints. Thanks to this, we can now develop products consistent with the customers’ requirements and their children’s desires to live the adventure, to run faster, to become a superhero, to make-up like a princess, to hug a full-size teddy bear.
Toys Center is the only toy specialist chain in Europe with more than 20% share in the national market.
The wide range of products is also available on the online store, also offering the opportunity to use “click-and-collect” service.
130
stores
158,000 SQM.
overall retail
space
10 MLN
customers
29,1%
market share
(Source NPD)


With a stake of 51%, King Jouet is the perfect example of partnership between a big “global” group and an established “local retailer”. The chain was founded in 1875 and is today run by Philippe Gueydon, fourth generation in the family to run the company.
King Jouet, the first specialized retailer in the French market with large stores and an innovative format, offers the most extensive assortment of toys, including exclusive brands and special offers carefully planned to satisfy customers all year round. Total stores in France, Switzerland and Belgium are 252, including 160 directly operated.
In 2019 King Jouet launched the “urban” format, consisting in downtown stores offering new services and a specialized range of products, while the assortment of the traditional destination stores windens with the opening of 7 Prénatal shop-in-shops of 150 sqm..
Thanks to this format Prénatal, born in France in 1947, returns into the French market presenting a collection from 0 up to 8 years age.
For the first time King Jouet opened two new stores of 600 sqm. in Paris: in Rue de Rivoli with the Prénatal corner inside and in Boulevard Saint Michel. The new stores offer home delivery service and online orders made at the digital kiosks.
The wide range of products is also available on the online store, also offering the opportunity to use “click-and-collect” service and create a wish list.
In September 2020 King Jouet, with a minority share by Gueydon family, acquired Maxi Toys brand, operating in Belgium, France, Luxembourg and Switzerland with 126 stores totally.
252
stores
134,700 SQM.
overall retail
space
5 MLN
customers
21,5%
market share
(Source NPD)


With a stake of 51%, King Jouet is the perfect example of partnership between a big “global” group and an established “local retailer”. The chain was founded in 1875 and is today run by Philippe Gueydon, fourth generation in the family to run the company.
King Jouet, the first specialized retailer in the French market with large stores and an innovative format, offers the most extensive assortment of toys, including exclusive brands and special offers carefully planned to satisfy customers all year round. Total stores in France, Switzerland and Belgium are 252, including 160 directly operated.
In 2019 King Jouet launched the “urban” format, consisting in downtown stores offering new services and a specialized range of products, while the assortment of the traditional destination stores windens with the opening of 7 Prénatal shop-in-shops of 150 sqm..
Thanks to this format Prénatal, born in France in 1947, returns into the French market presenting a collection from 0 up to 8 years age.
For the first time King Jouet opened two new stores of 600 sqm. in Paris: in Rue de Rivoli with the Prénatal corner inside and in Boulevard Saint Michel. The new stores offer home delivery service and online orders made at the digital kiosks.
The wide range of products is also available on the online store, also offering the opportunity to use “click-and-collect” service and create a wish list.
In September 2020 King Jouet, with a minority share by Gueydon family, acquired Maxi Toys brand, operating in Belgium, France, Luxembourg and Switzerland with 126 stores totally.
252
stores
134,700 SQM.
overall retail
space
5 MLN
customers
21,5%
market share
(Source NPD)


OUR MISSION
DRESSING EVERY GROWING CHILD WITH STYLE AND EXPERTISE
Prénatal was launched in France in 1947 and opened its first Italian store in Milan in 1963. Having provided a trusted service for over seventy years, Prénatal is now the reference point for all mums.
Prénatal has a retail network of 298 stores, including 198 directly-operated stores, in Italy, Spain, Portugal, Greece, France and the Netherlands..
In addition to an extensive selection of the world’s top childcare product brands, Prénatal also offers a wide range of dedicated specialized clothing for new mums and bespoke clothes for newborns and children: all these exclusive creations are sold under the Prénatal brand.
In 2019 Prénatal makes its return to France wih 150 sq. m. shop-in-shops inside 7 King Jouet stores; one of them is located in Paris downtown, in Rue de Rivoli. The first opening in 1947 was in Rue Saint Lazare; during the years it passed through the ownership of different shareholders.
The Prénatal stores offer special services, such as Meetings for Mums, Newborn Lists, managed also online, Info points for Mums, breastfeeding areas and relaxation areas.
With the new “drive-in” service you can place orders by phone with a dedicated personal shopper and collect them at the store, according to your personal needs.
The wide range of products is also available online with the opportunity to use a “click-and-collect” service.
298
stores
150,000 SQM.
overall retail
space
7 MLN
customers


OUR MISSION
DRESSING EVERY GROWING CHILD WITH STYLE AND EXPERTISE
Prénatal was launched in France in 1947 and opened its first Italian store in Milan in 1963. Having provided a trusted service for over seventy years, Prénatal is now the reference point for all mums.
Prénatal has a retail network of 298 stores, including 198 directly-operated stores, in Italy, Spain, Portugal, Greece, France and the Netherlands..
In addition to an extensive selection of the world’s top childcare product brands, Prénatal also offers a wide range of dedicated specialized clothing for new mums and bespoke clothes for newborns and children: all these exclusive creations are sold under the Prénatal brand.
In 2019 Prénatal makes its return to France wih 150 sq. m. shop-in-shops inside 7 King Jouet stores; one of them is located in Paris downtown, in Rue de Rivoli. The first opening in 1947 was in Rue Saint Lazare; during the years it passed through the ownership of different shareholders.
The Prénatal stores offer special services, such as Meetings for Mums, Newborn Lists, managed also online, Info points for Mums, breastfeeding areas and relaxation areas.
With the new “drive-in” service you can place orders by phone with a dedicated personal shopper and collect them at the store, according to your personal needs.
The wide range of products is also available online with the opportunity to use a “click-and-collect” service.
298
stores
150,000 SQM.
overall retail
space
7 MLN
customers
“Bimbostore – tutto è più facile”


OUR MISSION
USEFUL MEANS BEING THERE, ALWAYS AND PROMPTLY, TO LET OUR CUSTOMER LIVE AN EASY EXPERIENCE AND TO DEDICATE MORE TIME TO THEIR DEAREST ONES.
Launched in 2011, Bimbostore is a chain of stores specialized in selling baby products, It is designed to be the first family-friendly supermarket in this sector.
The Group acquired Bimbostore in 2015 and since then the brand had an extensive expansion plan to open stores throughout Italy.
Bimbostore now has 97 stores in Italy (22 directly-operated stores, 67 shop-in-shops in Toys Center stores and 8 franchisees).
The store layout features large shelving displays, guided customer flow and product massification. This makes it even easier for customers to find and buy whatever they need, while experienced staff are always there to help.
Bimbostore gives great importance to innovation and always sources and selects the very latest products and newest brands.
The extensive product range focuses on items for babies and children up to the age of 4 (nappies, food, clothing, and childcare products).
Bimbostore operates a policy of affordability which is supported by frequent in-store promotions and a loyalty programme that rewards customer loyalty.
It offers the ideal solution to meet the growing needs of newborn babies, providing families with safe, affordable and reliable alternatives from multibrand textiles to specific products for nursing and nutrition.
Bimbostore offers a proper supermarket for infants, providing parents with simple, practical, essential and easy ways to choose whatever they need. The news service “Fast shopping” gives the possibility to make an order to the store and collect it upon reservation
Online you can manage your Newborn List, place orders or make use of the “click-and-collect” service.
97
stores
19,000 SQM.
overall retail
space


OUR MISSION
USEFUL MEANS BEING THERE, ALWAYS AND PROMPTLY, TO LET OUR CUSTOMER LIVE AN EASY EXPERIENCE AND TO DEDICATE MORE TIME TO THEIR DEAREST ONES.
Launched in 2011, Bimbostore is a chain of stores specialized in selling baby products, It is designed to be the first family-friendly supermarket in this sector.
The Group acquired Bimbostore in 2015 and since then the brand had an extensive expansion plan to open stores throughout Italy.
Bimbostore now has 97 stores in Italy (22 directly-operated stores, 67 shop-in-shops in Toys Center stores and 8 franchisees).
The store layout features large shelving displays, guided customer flow and product massification. This makes it even easier for customers to find and buy whatever they need, while experienced staff are always there to help.
Bimbostore gives great importance to innovation and always sources and selects the very latest products and newest brands.
The extensive product range focuses on items for babies and children up to the age of 4 (nappies, food, clothing, and childcare products).
Bimbostore operates a policy of affordability which is supported by frequent in-store promotions and a loyalty programme that rewards customer loyalty.
It offers the ideal solution to meet the growing needs of newborn babies, providing families with safe, affordable and reliable alternatives from multibrand textiles to specific products for nursing and nutrition.
Bimbostore offers a proper supermarket for infants, providing parents with simple, practical, essential and easy ways to choose whatever they need. The news service “Fast shopping” gives the possibility to make an order to the store and collect it upon reservation
Online you can manage your Newborn List, place orders or make use of the “click-and-collect” service.
97
stores
19,000 SQM.
overall retail
space