Toy store chain Regio Játék closes strong 2018


In 2018, toys and games retail chain Regio Játék achieved a 25% market share with a 16% growth in turnover, resulting in HUF 12.2 billion in net revenue, according to a press release sent to the Budapest Business Journal.

"Such a large change is not really common on the whole, approximately HUF 45 bln toy market, which grows slower and is increasingly concentrated," said Regio Játékʼs marketing head Dávid Gyaraki.

Last year, customers bought some 7 million toys from Regio, up half a million, said Gyaraki, adding that the value of online shopping grew by 51%, while the shopping cart value of an average online order grew by 7% (to HUF 8,238).

"Internet shopping still tends to have a higher value, with shoppers at our store chain spending HUF 6,000 on average," he noted.

The growth was present in both the number of sold toys, and the total amount and average shopping cart value of online shopping. Regio says that the yearʼs busiest days were Black Friday, and the last Saturday before Christmas.

"According to our research, more and more people keep an eye out for discount deals on the internet, which becomes even more prevalent as Christmas approaches," Gyaraki noted. "An important point of this period is Black Friday, November 23, which was the peak of online shopping, in line with our expectations. In the case of in-store shopping, the highest number of customers bought toys from us on December 22, the last Saturday before Christmas, as usual."

In 2018, the list of the most sought-after toys (based on revenue) was led by board and card games, followed by construction toys. Creative toys for skills development and toy vehicles were also quite popular, along with toy figures.

The company received a number of accolades, receiving a Superbrands award for the second time, and a MagyarBrands award for the fourth time, in the "Excellent Consumer Brand" category. Furthermore, Regioʼs financial stability was rated AAA by Bisnode, the chainʼs store in Csömör received the SuperStore award in the non-FMCG category, and the "Consumer Protection Rapporteur of the Year" award in the commerce category.

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