Canada-based retailer Toys R Us has not been at its best in the apparel business. At least that’s what its President and CEO Vic Bertrand, reportedly, believed at one point of time.
Not impressed with its babywear collections, Vic decided to join hands with Canadian fashion mogul Joe Mimran – with the sole intent to revamp the entire business.
Apparel segment has astronomical margins compared to toys and the retailer understood this well. The retailer’s discussion with Joe – the creator of Joe Fresh and Club Monaco – started paying rich dividends.
And finally Rise Little Earthling got launched earlier this week in Toys R Us stores as well as online.
Importantly, it’s sustainable too! The new line is made with organic cotton and comprises play clothes, swimwear and sleepwear for kids in the age group from 0 to 6.
The launch is being considered significant as it may put the Canadian retail stalwart on strong footing – much needed after its US counterpart filed for bankruptcy and closed stores in 2018.
A delighted Joe said that the goal of making ethically sourced sustainable clothes with limited packaging, soft fabrics, comfortable fits and playful graphics led to an apparel collection that matches the looks and feel of an upscale brand at more popular price point.
Reportedly, the clothing line is being made in Indian factories having the highest ethical standards.
Meanwhile, Toys R Us has said that it is just the beginning of a potential expansion into new categories.
Toys R Us (Canada) Ltd. is owned Fairfax Financial. Founded in 1984, it currently has 82 stores.