What:  Immersive retailer Camp opens its first boutique in a mall

Why it is important:  “Less experiential, more retail”: what can department stores learn from their approach, more similar to what they can do (and expect in terms of profitability) than a Fifth-Avenue based flagship?

US-based toys retailer Camp, which we reported here, keeps on expanding in the US by entering the mall business, with a new store planned to open in one of the largest East Coast’s malls, Westfield Garden State Plaza in New Jersey. The store is 650 sqm and is, according to Forbes, “more retail and less experiential” compared to the flagship on Fifth Avenue.

The location used to be a Toys R Us store, and will feature a treehouse and slide in the centre of the space. 2 additional stores are planned in the West Coast and in New England, for a total count of 11 stores at the end of the year, and 18 by the end of 2022.

Immersive toys retailer Camp to continue US expansion