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)