FAO Schwarz to open flagship in Italy

FAO Schwarz is heading to Europe.

ThreeSixty Group is partnering with Prénatal Retail Group — one of the largest toy retailers in Europe with 777 stores — to launch  FAO Schwarz in Italy, with an eye to expansion  in to Spain, France, Portugal and Benelux. The agreement includes a 6,000-sq.-ft. FAO Schwarz flagship in the heart of Milan. The new store is set to open in the fourth quarter of this year.

The Milan store will be inspired by the  FAO Schwarz flagship at 30 Rockefeller Plaza in New York City, and will feature such signature brand elements as FAO’s famous dance-on piano and clock tower. It will also offer in-store product demonstrations.

“We couldn't be more pleased to partner with Prénatal Retail Group to introduce the FAO Schwarz brand into Italy,” said Jan-Eric Kloth, president retail, international wholesale and corporate strategy at ThreeSixty Group. “Their retail knowhow and knowledge of the European market and our expertise on in store and online experiences make this a great match. We look forward to offering customers in Italy the same level of engagement that we have in New York while also surprising them with some new experiences and brands unique to the Milan store."  

FAO Schwarz was acquired by Toys ‘R’ Us in 2009. It once operated about 40 stores nationwide, but eventually was down to only the New York flagship. In 2016, Toys “R” Us sold the brand to ThreeSixty Group, which designs, makes and distributes toys and other consumer products to retailers nationwide. ThreeSixty’s portfolio includes more than 20 brands (internally developed, acquired, and licensed) including FAO Schwarz, Sharper Image, Vornado, and Discovery.