Since taking over operations of the Disney Store retail chain in 2004, The Children’s Place has attempted to renew the brand via the new “Mickey Store” concept, which it began rolling out in 2005. But, after making a valiant attempt with the opening or re-modeling stores across North America, The Children’s Place (TCP) has decided to exit Disney Store retail chain and turn the business back over to Disney
The Reuters announcement last week, doesn’t come as a surprise. Afterall, TCP struggled throughout last year, announcing 4th quarter losses, and Chuck Corvitz (CEO), himself, stated “for the majority of the year, our merchandise assortments … did not resonate with the consumer”. I found an excellent article on the announcement in the New Jersey Record (click to read more details).
Interestingly, Ann Dinardo of New Retail Channel, posted an interesting analogy of the story to the Disney “Fantasia” movie (exactly 2 years ago), in which she predicted this potential outcome. In the movie, Mickey learns a painful lesson in messing with the natural order of things….hmmm.
For me, I agree. The new Disney Store concept is a bit “too” retail for me — too much like the Children’s Place, packed with trendy, varied-quality merchandise. And, whereas I can’t get Children’s Place merchandise elsewhere, I can buy Disney merchandise practically everywhere.
The experience of the Disney Store of “yester year” isn’t there anymore to draw me in. I liked the allure of the fine collectibles, the variety in merchandise – something for everyone, and the fairy-tale, majestic qualities of the stores.
And, although I realize every store can’t measure up to the New York City World of Disney store, maybe as Disney sets out to (again) renew The Disney Store chain, they can take some cues from it’s experiential, interactive qualities. For a fun, virtual tour of the NYC store, watch the embedded video below.
– Suzanne Rielle, Co-Founder, Loobalee.com