DreamLand and New Story organise first joint campaign to collect old children's bicycles

DreamLand and NewStory, the Colruyt Group’s toy specialist and second-hand platform, are organising a joint collection campaign for the first time. Customers who bring in a used children’s bicycle, three-wheeler or stroller and sell them through NewStory get 10% discount on any new model at DreamLand. Used items get a second life with this initiative. It’s an easy and financially interesting solution for customers. The campaign runs from 6 until 13 April in all 42 DreamLand shops.

Wednesday, April 3, 2019


Discount and voucher

Customers who take a used children’s bicycle, three-wheeler or baby stroller to their DreamLand shop will be given a 10% discount voucher. This is valid on all vehicles from their range. NewStory checks whether the item brought in meets the quality requirements and establishes a selling price together with the customer. It is then put up for sale for four months via the various channels of the second-hand platform. If NewStory manages to sell the item, the customer gets 75% of the selling price in the form of a DreamLand voucher.

Good for the customer, good for the environment

DreamLand and NewStory want to offer their customers an easy, fast and financially attractive solution. “Children grow quickly and have outgrown their bikes in no time. And it’s usually still in good condition. But getting rid of your used stuff often takes time and effort We want to help our customers by joining forces. They deserve something and they get a discount”, says Stéphanie De Bree, DreamLand director. At the same time, DreamLand and NewStory, along with their customers, are doing their bit for the environment. “Sustainability is becoming increasingly important, for Mums and Dads too. We see this with the growing success of our NewStory second-hand policy. This is how we want to stimulate re-use of second-hand items.”

Second-hand is trending

Since NewStory’s launch in April 2018, more than 6,000 items have already changed hands between owners via the second-hand platform. On average, there are some 650 items for sale, from standard baby items as well as strollers and car seats to children’s bedrooms, bicycles and other toys. Around 80% of the items brought in are sold within 4 months.

NewStory currently has 3 venues (Wilrijk, Lochristi and Bruges) and wants to increase that number even further. “We bring buyers and sellers together and make the whole process a bit easier for both parties. Our model is a success so we are on the lookout for new locations where a lot of potential customers live, for example in the Brussels area”, says manager Laurens De Wolf.

  • Silja Decock, press Officer Colruyt Group
  • Telephone : +32 (0)473 92 45 10
  • E-mail : [email protected]

About NewStory

Established in April 2018, NewStory is Colruyt Group’s second-hand platform. It grew out of the former Dreambaby Tweedehands and, in addition to typical baby items such as strollers, car seats and children’s rooms, also offers bicycles and other toys. Sellers bring their items in to one of the three venues in Wilrijk, Lochristi or Bruges, or to a DreamLand shop that organises a collection campaign. After the quality has been checked, NewStory puts the item up for sale for four months and handles arrangements with interested buyers. After it is sold, the seller gets 75% of the price in the form of a Colruyt Group purchase cheque. Because all NewStory’s items meet certain quality requirements, around 80% of them have left the premises within the four months.