Smyths Toys Superstores has selected Eden Shopping Centre, High Wycombe as the location for the first store in its new UK shopping centre concept, marking a significant evolution in the retailer’s physical store strategy.
Opening at Eden before Christmas, the new 21,419 square foot store will be Smyths Toys’ first within a shopping centre in the UK. Until now, the retailer’s UK estate has been focused on retail park locations, making the Eden opening an important new direction for one of Europe’s leading specialist toy retailers.
Smyths Toys currently operates more than 300 stores across Europe. Its decision to launch the new shopping-centre concept at Eden will bring the Smyths Toys experience into an established town-centre retail and leisure destination for the first time.
The new store will be located next to Boots and opposite Kids Corner, placing it at the heart of Eden’s family-focused offer and creating a natural retail destination for parents, children and families.
Customers will be able to shop an extensive selection of toys, games, gaming products, bikes, outdoor play equipment, baby products and nursery essentials from some of the world’s leading brands.
Eden combines more than 100 retail, leisure and dining brands in the heart of High Wycombe. The destination also offers more than 1,600 parking spaces, has High Wycombe bus station located within the centre and is only a few minutes’ walk from the town’s railway station, providing convenient access for customers from High Wycombe and the wider region.
The Smyths Toys announcement builds on a period of strong leasing momentum at Eden. Mountain Warehouse and Pirates Landing both opened at the destination in June, expanding its retail and family leisure offer, with several further new brands including ProCook, 7th Heaven and Wingstop set to arrive 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.
“The new store will be ideally positioned next to Boots and opposite Kids Corner, creating a natural family-focused retail hub within the centre. Following the recent openings of Mountain Warehouse and Pirates Landing, the arrival of Smyths Toys adds to the strong momentum at Eden and gives families another compelling reason to visit.
“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.”
Further information, including the official opening date, recruitment opportunities and launch celebrations, will be announced ahead of the opening.
