Retailers set out to court moms with store-in-store concepts

Though vendor-branded boutiques have long been a fixture in modern U.S. retailing, lately, toy retailers have started experimenting with the store-within-a-store format in hopes of boosting their share of overall toy sales. Toys 'R' Us began quietly selling toys through a TRU-branded section at a Giant supermarket location in Dulles, Virginia this summer, and the deal has since been expanded to include an additional four stores. More recently still, Pittsfield, Massachusetts-based KB Toys announced that it was partnering with Sears to test-market KB boutiques at 29 of its stores.
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November 1, 2001

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