Dreambaby looks forward to the future under a new owner.
Colruyt Group has reached an agreement with the management of Supra Bazar for the sale of 100 percent of the shares of Dreambaby. Supra Bazar is a Belgian family business that has grown into one of the larger local retail players in the non-food segment and has very relevant experience in the baby sector with their Supra Bazar stores and the recently acquired Kabine family concept stores.
Colruyt Group believes that Dreambaby, under the wings of Supra Bazar, will have a healthy and sustainable future and can fully implement its renewed strategy as the national baby specialty store in Belgium with a focus on young families. Dreambaby's current management will remain on board.
Dreambaby, Colruyt Group's baby specialist, has finalized its strategy over the past year and has been strongly committed to it in recent months. As the Belgian market leader, Dreambaby wants to be the baby specialty store in Belgium, making a very conscious decision to excel in that niche market. The focus is on the living environment of pregnant women and families with babies up to two years old. We have opted for a complete omnichannel experience where the customer is central.
Dreambaby achieved approximately 60 million euros in turnover in the 2022/23 financial year and had 32 stores at the time. Today Dreambaby has 27 stores and 256 employees.
Just like Colruyt Group, Supra Bazar believes it is important to play a role in every phase of life and at all important moments in the lives of its customers. Dreambaby is a great opportunity for Supra Bazar to further take on that role, to be active nationally and to play a meaningful role in the lives of young families. Both the stores and the Dreambaby range fit into the whole and are complementary to the current activities of Supra Bazar.
The transaction is subject to the approval of the Belgian Competition Authority (BMA).
Bridgefield Corporate Finance advised the management of Supra Bazar in the negotiations with Colruyt Group.
