DreamLand opens brand-new store in Laneffe on 12 October

DreamLand opens brand-new store in Laneffe on 12 October

Wednesday, October 12, 2022

On Wednesday 12 October, the 48th DreamLand store opens its doors in Laneffe. DreamLand, Colruyt Group's toy expert, thus opens its fourth store in the Charleroi region. In the brand-new DreamLand branch, there is room for experience and customers can easily collect online orders. The opening will be celebrated festively with a lot of activities on 12 and 15 October.Store manager Xavier Lebon and his team look forward to welcoming their customers in their new store.

DreamLand and Spar on 1 site

In addition to the brand-new DreamLand store, there is also a Spar at the same site. According to Danny Jenquin, Sales Manager at DreamLand, this has only advantages: "The big advantage for customers is, of course, extra shopping convenience. They do their weekly grocery shopping at Spar and customers can turn to DreamLand for toys, presents, school items and so much more without having to move.”

With the new store in Laneffe, DreamLand now counts 48 stores. DreamLand Laneffe will be the 4th store in the region of Charleroi, in addition to the stores in Gosselies, Sambreville and La Louvière. A DreamLand store in Laneffe is more than welcome because DreamLand sees a strong potential in this region.

New team, familiar assortment

As from Wednesday 12 October, store manager Xavier Lebon and his team of 7 co-workers are ready to receive their customers in DreamLand Laneffe. The store has a total surface of 1480 m².

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 Halloween articles, Christmas decoration and garden articles) in the Laneffe store.

Children are central

Children can try out toys at various places in the store and on the bicycle track they can test bicycles and steps. And of course, the birthday bell was not forgotten. 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 keepsake.

Physical stores and webshop reinforce one another

DreamLand continues to focus on an omni-channel strategy: while the web shop is being developed further, the physical stores 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 new store in Laneffe therefore received a clearly marked pick-up area near the entrance, where customers can quickly pick up their online orders and pay for them. ​

DreamLand also attaches great importance to using sustainable materials and energy-efficient techniques as much as possible in the new stores. Therefore, heating is done via heat pumps and it was decided not to sticker the façade, which is fully glazed, to maximise exposure and daylight. The car park is equipped with a charging post for electric cars.

Festive opening

DreamLand Laneffe celebrates the opening with numerous activities for both young and old. On Wednesday 12 October a DreamTeam will be ready for the customers from 10 am to 5 pm: think face painting, a balloon twister, a magician, crazy hairstyles, a DJ and a photographer to capture it all beautifully. In the afternoon, there will be a demo for the Nerf shooting toy (12 am to 5.30 pm) and a meet-and-greet with P’tit Loup (2 pm to 4 pm). On Saturday 15 October as well, the DreamTeam (10 am to 5 pm) will again be eager to entertain the children. This time there will be a demo for Nintendo (10 am to 4 pm) and a meet-and-greet with Paw Patrol (2.30 pm to 3.15 pm). For the competitive animals, Xavier Lebon and his team are organising a store scavenger hunt!

DreamLand customer service
​Edingensesteenweg 196, 1500 Halle.
​+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 Laneffe
​Rue de Thy-le-Bauduin 17
​5651 Laneffe

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 comics 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 web shop, DreamLand has 48 stores, of which 33 are in Flanders and 15 in Wallonia. Over 800 people are employed there.