Famous toy store chain opens outlet in Tangerang
Famous toy store chain opens outlet in Tangerang
TANGERANG (JP): The first 'Toys'R'Us' outlet from the world-
renowned toy store franchise was recently opened at the Lippo
Supermal Karawaci in Tangerang, about 30 kilometers west of
Jakarta.
Parents, children and other toy enthusiasts interviewed a few
days after the store's May 28 opening said they welcomed the
inaugural operation of the American-based toy store.
"Finally, 'Toys'R'Us' is here. Many mothers like myself have
been waiting for quite a long time," a housewife, Mrs. Sutisna,
told The Jakarta Post.
Most visitors who hung around the shop's 2,800-square-meter
outlet, however, grumbled that the selection of items currently
being offered at the store was small.
"It's not easy to find new attractive things for collections,"
said Faeny, a university student.
"The prices are reasonable, but the range of products
currently being offered is very limited," commented Ari, a father
of two.
A number of school children shared similar views.
"I hope that the owner can provide more items to attract toy
lovers, especially like us, who come far away from South
Jakarta," said a youngster, Vida. "But anyway, I've found a game
that I have been looking for a long time and at a reasonable
price," she added.
Although the store's operators guarantee that prices are
competitive, some visitors said that certain items were priced
higher than similar outlets in Malaysia and Singapore.
In response, Miana Sudwikatmono -- a shareholder of PT Dwibras
Darma, the local firm that operates the store -- said the lack of
variety was due to the unexpected wave of customers on the first
three days after the store's opening.
"Many of the store's 8,000 items were sold, beyond our
expectations, during the first three days," she told the Post on
Wednesday.
Orders
Even worse, Miana said, "orders of a number of items have yet
to arrive".
Peter Darmawan, the firm's president director, admitted the
management should have informed customers of the delay.
"We apologize for that," Darmawan said.
Miana said a large number of new items are expected to arrive
in the next two weeks in preparation for the shop's grand opening
on July 27.
"We intend to supply the store with adequate stocks of the
latest high-quality toys at a very competitive price to meet the
customers' need," said Miana.
Responding to critics who claimed that the prices were higher
than overseas outlets, Darmawan promised to carry out a
comparative study soon on the prices of several items.
"The problem is that some of the products here are purchased
from local sole agents," said Darmawan. "That's why some
customers found prices to be quite expensive."
The store offers a selection of top-name brands for babies,
preschool children and teenagers.
The items range from educational to entertaining toys. Among
those being offered are strollers, car seats, carriages,
playground accessories, baby care products, family games, cards,
videos and books.
'Toys'R'Us' presently has a network of 1,200 outlets in 23
countries.
Umi P. Setyastuty, public relations executive of PT Dwibras
Darma, said the first store was operated in New Jersey, the
United States in 1978.
"From now on, for the next two or three years, 'Toys'R'Us'
will be focusing on the business development of its outlets in
Indonesia," said Darmawan.
PT Dwibras Darma provides all the investment, while
'Toys'R'Us' provides managerial and technical aid, as well as
training for employees, she said.
The local company is jointly-run by the family members of
tycoon Sudwikatmono, together with the families of Brasali and
Darmawan. In addition, a small share is owned by businessman
James T. Riady, the owner of Lippo Supermal Karawaci.
According to Miana, one of Sudwikatmono's daughters, the
second shop will be opened in the elite Pondok Indah area in
South Jakarta in early September.
"We plan to open three outlets this year and another two or
three next year," she said.
The store's opening was held on Miana's 31st birthday. (bsr)