Smyths Toys to open first shopping centre store at Eden, High Wycombe
Smyths Toys Superstores has chosen Eden Shopping Centre for the opening of its first store in a shopping centre location in the UK.
Due to launch in time for Christmas, the 21,419 square foot shop will be situated next to Boots and opposite Kids Corner.
Previously, Smyths has preferred taking sites in retail parks, so the move marks a significant evolution in the retailer’s physical store strategy.
Subscribe to TRBCustomers will be able to shop from a selection of toys, games, gaming products, bikes, outdoor play equipment, baby products and nursery essentials from leading brands.
Smyths Toys currently operates more than 300 stores across Europe.
The news follows a period of strong leasing momentum at Eden, which has included Mountain Warehouse and Pirates Landing opening stores in June, and ProCook, 7th Heaven and Wingstop planning to launch sites later this year.
Andrew Norton, centre director at Eden, said: “Securing Smyths Toys for the launch of its first UK store under this new shopping centre concept is a landmark moment for Eden and a major vote of confidence in High Wycombe town centre.
“Smyths Toys is one of the most recognisable names in family retail, and its decision to evolve beyond its traditional retail park model at Eden demonstrates the strength of our location and the continued appeal of high-quality, experience-led town-centre destinations.
“We’re extremely proud that Eden has been chosen for this important first and look forward to welcoming Smyths Toys to High Wycombe this November.”
