2024-01-17 07:50:23
The Gueydon family, founder of the King Cadeau brand, born in Isère and leader in France in the number of toy stores, once again became its majority shareholder after ceding control in 2011 to an Italian group.
Since the end of December, the Gueydon family has once again become the majority shareholder of the Isère brand King Cadeau, whose control had passed under the Italian flag since 2011.
The family story began in 1875 with the opening in Voiron, in Isère, by Augustin Gueydon of a bazaar selling hardware but also toys. In 1950, the Gueydon family specialized in the distribution of games and toys.
Today, Kingtoy has 380 stores in France, Benelux, Switzerland and Morocco. In 2023, it achieved a turnover of just over 400 million euros and employs more than 2,000 people.
In 2010, then holding 92% of the capital of King Cadeau, the family decided to strengthen its equity by establishing an industrial partnership with the Italian brand Toys Center – which has since passed into the fold of the Italian group PRG Retail Group – which was became a 25% shareholder, before increasing to 51% in 2011.
“At the end of December, the Gueydon family took back majority control of King Cadeau, with a view to gradually passing on the management of the group to a new generation“, indicates the press release from King Cadeau.
Aged 61, Philippe Gueydon “still want to work“but consider”a generational handover within three, four, five years” with her daughter Coralie Gueydon, current CSR manager of the group, and the husband of her other daughter, Noam Bouyakoub, current communications and omnichannel marketing manager.
The continuation of the family adventure “has a rewarding side“for him who is”the fifth generation” and which “Grand father [du] grandfather” had launched the adventure in 1875.
On the operational side, the brand indicates that a joint venture – 55% owned by PRG Retail Group and 45% by King Cadeau – was created at the beginning of 2024 to “strengthen their industrial partnership linked to exclusive brands and the relationship with major suppliers on a European scale, with the aim of improving customer relations“.
In 2022, the toy market totaled 4.36 billion euros in turnover in France.
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