This will mark Camp’s seventh brick-and-mortar location, with three more stores expected to open by the end of the year. At the end of next year the retailer hopes to double its total store count.
Although the brand is still in the process of creating a name for themselves in the industry, they know their differentiating factor will allow them to stand out.
“We aren’t big needle movers for toy vendors in terms of volumes, just yet, because we don’t have enough locations,” said Ben Kaufman, Camp CEO and founder. “But we are needle movers in terms of taste-making and basically putting a stamp of ‘this thing is cool.’”
Camp’s stores ignite a unique experience for shoppers, with the front of the shop modeling a traditional toy purveyor – shelves and displays filled with different types of toys. Behind another door, kids can roam around a playroom that features rotating and themed experiences.
The company also collaborates with toy manufacturers and brands to market-test products.
“That just shows you how we can be a traditional retailer, and buy and sell, but we can also act as a media and marketing platform for brands,” Kauffman said.
Camp is hoping this holiday season will bring an increased revenue and a chance for the brand to focus more of their time and money on building in-store experiencess. They are betting that experience-based retail will come back stronger than ever, particularly among families with young kids.
“This is going to be a very human holiday,” said Jill Standish, Senior Managing Director at Accenture and head of the firm’s retail group. “So a prioritization around experiences and very personal things is what we’re going to see.”