DreamLand Bornem celebrates complete make-over

New store concept where children and customer friendliness are the focus

Tuesday, June 21, 2022

DreamLand Bornem reopens with a new look. In the past months, the store has undergone a true metamorphosis, with children's fun and customer friendliness at the forefront. In the renewed store concept, there is even more room for experience and customers can collect online orders even more easily. To celebrate this DreamLand Bornem will organise quite a lot of festive activities between 22 and 25 June. Store manager Bert Tilley and his team are looking forward to welcoming their customers in their renewed store.

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The focus on children is now even clearer in DreamLand Bornem. "There are several places in the store where children can test toys. They can test bicycles and steps on our cycling track, there is a hopscotch and they can have a competition on the running track", store manager Bert Tilley explains. "In the book shop we have created a quiet seating area so that children can start a new reading adventure at ease."

The birthday bell was also given a new look. It is a real classic in the DreamLand stores: birthday kids can press the bell to start a birthday tune. They can then sit on the birthday throne and our store co-workers treat them like kings or queens. The child will receive a nice crown, a gift, and a photo as a souvenir.

The new store concept is also more customer-friendly for adults. Customised and clearer signs create a quieter look and, thanks to the low shelves, customers always have a good overview of the product assortment in the store. "Our customers will find their way more easily. Not only the low shelves, but also the new store organisation with 'universes', such as Blocks, Board Games, Baby & Toddler toys, etc. ensure that people can easily find what they are looking for", Bert explains.

Physical stores and web shop reinforce one another

Apart from toys and outdoor toys, customers will also find the familiar assortment of multimedia and gaming, school and office materials, a gift zone with original gadgets for young and old, comics, books, and an extensive seasonal offer (such as garden articles, water fun, Christmas decoration, etc.) in the Bornem store. In doing so, DreamLand continues to focus on an omni-channel strategy: while the web shop expands, the physical stores will also continue to play a prominent role. DreamLand continues to believe in a 'clicks & bricks" combination in which physical stores and web shop reinforce each other. The renewed store in Bornem therefore received a clearly marked pick-up area near the entrance, where customers can quickly pick up their online orders and pay for them.

Festive start

DreamLand Bornem celebrates the make-over with numerous activities for both young and old. For the youngest ones, there is a nice Kabouter Plop colouring game with cool prizes. Children can also win a nice prize by using a treasure map to go on a letter quest in the store. On Wednesday 22 June and Saturday 25 June, there will be make-up for the children during opening hours. On Wednesday from 2 pm to 5 pm and on Saturday from 10 am to 5 pm, a balloon artist will make colourful figures of balloons. And on Wednesday, a DJ will complete the party with children's songs. This also includes a snack and a drink.

DreamLand customer service
​+32 (0)2 363 56 56
​Monday to Friday from 9 am to 7 pm,
​Saturday from 10 am to 6 pm,
​or via [email protected].

Silja Decock, responsable presse de Colruyt Group
+32 (0)473 92 45 10
[email protected]

Practical information
DreamLand de Bornem
​Rijksweg 60
​2880 Bornem

Opening hours
From Monday to Thursday: from 10 am to 6.30 pm
​Friday: from 10 am to 7 pm
​Saturday: from 9.30 am to 6.30 pm
​Sundays and holidays: closed

About DreamLand
DreamLand, a Colruyt Group subsidiary since 1994, is a family and seasonal store with a wide range of (outdoor) toys, garden furniture, school supplies, multimedia and gaming, children's rooms, books and comic books and so much more. DreamLand wants to inspire children and their family to have more fun together, in a fun and playful manner. In addition to a webshop, DreamLand has 47 stores, of which 33 are in Flanders and 14 in Wallonia. They employ over 800 co-workers.