The 2010/10/05 at 09:51
Alexandre T. Analis
While FNAC (subsidiary of the PPR group) and Id Group are still in discussion regarding the former’s cession of the subsidiary FNAC Éveil & Jeux to the latter, FNAC Éveil & Jeux has officially announced that its brand will be vanishing in favour of two other ones: Éveil & Jeux and Éveil & Jeux Bébé. For this e-commerce web site ranked fifteen in France with an average of 4 million visitors per month and a turnover of around 130 million euros, the aim is to clarify its offer by distinguishing between two very different universes: that of 0-2 years for Éveil & Jeux Bébé and that of 2-12 years for Éveil & Jeux.
But as far as clients are concerned, the shopping cart still remains the same for the two web sites. In order to explain the reasons for this name update, the brand recently launched a large advertising campaign around the slogan: “Chaque jour est une première fois” (Every day brings a first). The campaign is being conducted on its web site, in parent magazines, by “maternity” emailing, catalogues, on Google and on Facebook (the profile launched on 31 August counted 3,400 when this article was being written)… The Éveil & Jeux Bébé web site will aim to help young parents in their purchases, offering two entry approaches from the home page (by category or by baby age range).
Borrowing from the ingredients of the brand FNAC Éveil & Jeux which carries out half of its turnover online, Éveil & Jeux Bébé offers, in just a few clicks, a new childcare offer, stimulation toys and baby decorating items, with purchase guides, “Graine de curieux” tips, promotions and novelties, a filter to refine searches, client recommendations and opinions… A selection of gifts for births available in just a click, as well as wish lists to share with your close ones – who will soon be able to add a money contribution towards your dream items – are some of the services offered to parents. This evolution nevertheless remains closely linked with the conclusion of negotiations between FNAC and Id Group. The disappearance of the term “FNAC” in the brand name obviously shows the advancement of negotiations, as well as the creation of Éveil & Jeux Bébé.
Indeed, Id Group is an owner of clothing brands which, except for Véronique Delachaux, are dedicated to babies and children: Jacadi, Obaïbi and Okaïdi. Margaret Milan, founder and Chair of the Strategic Committee of Éveil & Jeux, has not failed to point out “the strong complementariness of the two brand names”. What remains to be seen is what will happen to the FNAC Éveil & Jeux store in the Parly 2 shopping centre in Chesnay (Yvelines, France); this is the only store of the brand to be situated inside… FNAC!
More information on eveiletjeux.com, eveiletjeuxbebe.com, fnac.com and idgroup.com.