This year, the group, owner of these two brands, will make a major strategic change. Here’s what will change during your future family shopping sessions.
After the news surrounding the Sergent Major and Du Pareil Au Meilleur (DPAM) stores, from the Générale pour l’Enfant group, it is the turn of two other children’s brands, very well known in France, to be under fire. spotlights. One has mainly been selling games and toys since 1989, and the second has been selling clothing, childcare accessories and also toys since 1996. They are present online, but also in-person with around 75 stores located throughout France. We are talking about the IDKids and Oxybul Eveil et Jeux brands, which belong to the Roubaix-based IDKIDS group.
These two brands, specialists in the world of children for many years, will soon have to lower their curtains. Indeed, their parent company aims to make a strategic change by the end of 2024, which will directly impact the IDKids and Oxybul Eveil et Jeux stores. “The project consists of bringing together under the Okaïdi+ banner its entire universe of brands and products dedicated to children: textiles, games and childcare”indicates the group in its press release.
What does that mean ? Clearly, the names IDKids and Oxybul Eveil et Jeux will gradually disappear and be replaced by Okaïdi+. Customers will therefore no longer find stores under the name IDKids or Oxybul Eveil et Jeux. At the same time, around 70 Okaïdi stores will also have to be called Okaïdi+. This transformation “aims to make Okaïdi THE reference brand for children and parenting”, can we read in the press release. “This is a moment of refocusing in the history of our group and of Okaïdi. We are convinced that Okaïdi, in this “augmented” version, will be able to take new market shares and benefit from growth potential. additional”, says Eric Venel, Managing Director of the Okaïdi Business Unit.
However, the offer does not really change. In these new Okaïdi+ stores, consumers will be able to find a whole selection of multi-category products (games, toys, textiles and childcare accessories). On the other hand, in addition to the change of names, this new strategy should “involve transformations, closures and transfers of stores, as well as job cuts in the IDKIDS, Okaïdi, Oxybul – Eveil et Jeux networks”, approximately 253 positions. Social support will be put in place and offered for each employee concerned, even within the group’s support functions in Paris and Roubaix who could also experience layoffs.