Pursuits
Saving the Big Box: Inside the Plan to Revive Toys ‘R’ Us
- Brandon says the key to chain’s future is making stores fun
- Retail pioneer remains saddled with debt 11 years after LBO
This article is for subscribers only.
Dave Brandon has been inside a Toys “R” Us in Secaucus, New Jersey, for all of five minutes before he spots a problem. At the entrance, there’s a display of small cardboard bins filled with $1 playthings that look messy, and even worse -- cheap.
“It kind of reminds me of a garage sale,” says Brandon, who became chief executive officer of the world’s biggest toy chain 14 months ago. “We’re not the dollar shop. We’re a toy store.”