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  In
2001, Kids“R”Us made major progress on redefining and differentiating
our brand. From producing more of our own merchandise to updating stores,
to our new distinctive brand design, we are positioning Kids“R”Us as the
source for the styles kids want at the value families demand. With our
updated K.R.U. brand and one-stop shopping destination for major national
brands, we offer our customers the best of both worlds.
Fulfilling
our mission
Our
mission at Kids“R”Us is to be the preferred destination for trend right
ready-to-wear and accessories that are right for parents and cool for
kids. We offer great value to our guests through our private brand and
our national brands, which are sold at great everyday prices.
In
2001, we made great strides toward achieving a better balance of fun and
value, of style and fashion basics. We also made the decision to consolidate
our stores, redesigned our own label and extended our presence into a
total of 273 combo Toys“R”Us/ Kids“R”Us stores.
Our
11 prototype stores, which are totally updated, feature more stylish displays,
a generous assortment of fashion right clothes, lifestyle trends and interactive
areas for kids. The prototypes significantly outperformed our other Kids“R”Us
stores last year with double-digit sales growth. In 2002, we plan to convert
30 more Kids“R”Us stores to this new format, which is proving popular
with both parents and kids. This investment has resulted in a greater
frequency of visits, a greater average spend per guest and the return
of former guests.
We’ve
given families an additional reason to come to Kids“R”Us by introducing
a lifestyle shop. What started as a concept in 2000 became a reality in
2001, with 104 stores now offering a shop-within-a-shop filled with an
exciting assortment of non-apparel merchandise. Guests, who have been
giving the shops high marks, can browse and select from such items as
fashion accessories, bath and body products, cosmetics, home dÈcor,
electronics, stationery and plush product.
Leading
the way to tomorrow
By
the end of 2002, all 41 remodeled stores will have our new branding in
place, and a select assortment of Kids“R”Us merchandise will be located
in more than 375 combo stores. We will add enhanced customer service training
and have more of our associates spend time on the sales floor, where they
can assist guests and build relationships. Through operational efficiencies,
we will become more cost-effective as a division and maximize our role
as supplier for all ready-to-wear across the “R”Us family.
Kids“R”Us
is determined to be ahead of the curve not only in product selection,
store design and shopping experience, but also in helping families and
kids plan their purchases. Last August, all Kids“R”Us stores in the U.S.
-- along with the combo stores -- presented the latest back-to-school
fashions through fashion shows nationwide. Our first major fashion show
in every market attracted media attention across the country and gave
parents and kids one more reason to shop at our stores.
 
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