DreamLand Lede celebrates complete make-over

DreamLand Lede celebrates complete make-over

The Lede store has a new concept that makes it even more customer-friendly.

Monday, March 21, 2022

DreamLand Lede will be celebrating from 23 to 26 March. The store has been remodelled over the past couple of months and has been given a completely new look. The renewed store concept offers even more room for experience and makes it even easier to collect online orders. The make-over will be celebrated with festive activities for both young and old. What's more, the Garden & Terrace pop-up will be opening on 1 April, offering customers the opportunity to come and see the garden product range and a selection of outdoor playing equipment.

A new store concept where children are at the centre of attention

The Lede store has a new concept that makes it even more customer-friendly. Danny Jenquin, Division Manager Sales at DreamLand: "We want to offer our customers in Lede a nice shopping experience. For example, customised signs create a more relaxing in-store experience and customers have a nice overview of the store thanks to the lower shelves. The store is also divided into different "universes", such as Building blocks, Board games, Baby and toddler toys, etc. This will help customers to quickly find what they are looking for. "

The store area has also been optimised: customers will find the same broad assortment as before, but on a smaller surface. Also, circulation and check-out access have been improved. In the freed up space, the Garden & Terrace pop-up will be held from 1/4 to 23/7/2022, allowing customers to discover the garden product range and a selection of outdoor play items. Danny Jenquin: "With our Garden & Terrace pop-ups we want to give our customers easier access to our offering and the opportunity to see and feel the items we sell." In October 2022, Colruyt Group's baby specialist, Dreambaby, will move into the freed space. The Dreambaby store will have a separate entrance.

At the same time, the DreamLand store puts children in the spotlight even more than before. There will be several areas where children can try out toys, as well as a bicycle track to test bikes and steps. And of course, the birthday bell could not be lacking. Danny Jenquin: "The birthday bell is a real classic in our stores. Birthday kids can press the bell to start a birthday tune. They can then sit on the birthday throne and be treated like kings or queens by our store co-workers. The child will receive a nice crown, a gift and a picture as a keepsake. In the Lede store, our bell has been given a make-over, it is a real eye-catcher."

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 area with original gadgets for young and old, comics and books, in the Lede store. DreamLand continues to focus on an omnichannel strategy: while the web shop is being developed further, the physical stores continue to play a prominent role. DreamLand continues to believe in a 'clicks & bricks" combination in which physical stores and the web shop reinforce each other. The renewed store in Lede will therefore have a clearly marked pick-up area near the entrance, where customers can quickly pick up their online orders and pay for them.

Festive opening event

DreamLand Lede was given a complete make-over and celebrates this with plenty of activities for both young and old. For the youngest ones, there is a fun Plop colouring contest and kids can win a nice prize by using a treasure map to go on a letter quest in the store. Teenagers who are curious about the Instax mini 11 can attend a live demo on Saturday 26 March.

DreamLand customer service
​+32 (0)2 363 56 56 Monday to Saturday
​from 8.30 am to 8 pm, on Friday to 9 pm

Silja Decock, Colruyt Group press officer
+32 (0)473 92 45 10

Practical information
DreamLand store Lede
​Wichelsesteenweg 194
​9340 Lede

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.