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TRU launches dedicated web store in China, mobile shopping capabilities in international markets

Toys'R'Us has strengthened its global e-commerce capabilities with the launch of a dedicated web store,, in China. The company said in a press release that the addition of this site represents a significant step in the its plans to grow its presence with physical stores and online operations in Asia.

Toys ‘R' Us has also announced the development of mobile-optimized sites and apps in 11 markets around the world, including Australia, Canada, France, Germany, Japan, Spain, and the U.K. In the coming months, it will introduce the same capabilities in Portugal, Austria and Switzerland, as well as the Netherlands, where it does not currently have a store presence.

"With the launch of our new e-commerce site in China and the addition of mobile shopping capabilities in our international markets, Toys'R'Us is more accessible now than ever before to customers around the globe," said Jerry Storch, chairman and CEO. "These initiatives help us advance the company's international growth and omnichannel strategies, while allowing more customers to shop with us whenever, wherever and however they choose."

The launch of a web store in China, as well as new international mobile shopping capabilities, follows the company's rapid launch of websites around the world over the past three years. In 2010 and 2011, Toys ‘R'Us, Inc. experienced double digit growth in its global e-commerce business, and generated $1 billion in online sales last year.

E-retail sales in China are expected to hit $360 billion in 2015, triple the spending now, according to The Boston Consulting Group. The firm has also stated that e-commerce sales will account for nearly 10% of retail sales in China by or shortly after 2015. The launch of e-commerce capabilities to better serve Chinese consumers is an integral part of the company's continued strategy for growth over the long term.

In October 2011, Toys ‘R' Us, Inc. acquired the majority stake in its business in Greater China and Southeast Asia from Fung Retailing. With this agreement, the existing Toys ‘R' Us licensed operations in this region became 70 percent majority owned and controlled by Toys ‘R'Us, Inc. and 30 percent owned by Fung Retailing.

In August, Toys ‘R'Us, Inc. opened its first stores in Beijing, making its debut in Northern China with two new locations on the eastern side of the capital city, including a side-by-side store with Toys ‘R'Us and Babies ‘R'Us under one roof.

The following month, the company opened stores in Tianjing Galaxy Mall in Northern China and Nanning Mixc in Southern China. Toys ‘R'Us currently operates 30 stores across 21 cities throughout China.

New mobile capabilities in Canada, France, Germany, Spain, Japan, Australia, Portugal, Austria, Switzerland, the Netherlands and the U.K., include a mobile-optimized website and dedicated applications for iOS and Android. Tablet-optimized sites will be available in select markets as well.

Earlier this month, Toys ‘R'Us announced that international shipping is now available for online orders on and to more than 60 countries across Asia, the Caribbean, Central America, Europe, North America and South America.

The company is providing this service to its customers in partnership with i-parcel, an international air express company that facilitates global shipping capabilities.


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