Toys "R" Us Opens Superstore Concept in Atlanta

Toys "R" Us Opens Superstore Concept in Atlanta
August 19, 2008

Wayne, N.J.-based Toys "R" Us has opened a 70,000-sq.-ft. toy superstore concept in metro Atlanta, according to The Atlanta Journal-Constitution. Located as the anchor tenant in the new Plaza strip mall at 3480 Financial Way in Buford, Ga., the Atlanta location marks the seventh super-sized toy store nationwide for Toys "R" Us. The concept combines merchandise found in typical Toys "R" Us and Babies "R" Us outposts under one roof. "Eleven years ago, we started Babies 'R' Us as a standalone [store]," said Gerald Storch, Toys "R" Us CEO. "But we fractured the traffic so parents would have to choose between them. In this era, people don't want to go to multiple places." Storch says 20 more superstores are planned this year. The company still plans to build more Babies "R" Us standalone stores, but going forward, the strategy will also include more superstores, or Babies "R" Us areas within the smaller Toys "R" Us footprints. Storch said the goal is to open about two dozen converted stores and 20 new superstores per year. Toys "R" Us is owned by KKR, Bain Capital and real estate firm Vornado Realty Trust.

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