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Thalia to Open First Branded Toy Store in November After Buying Krömer and Toysino

The push diversifies the bookseller beyond its core following strong growth in nonbook sales.

Overview

  • Thalia will launch its first proprietary toy specialty store under the name Thalia Spielzeit in Lüdenscheid in November 2025.
  • CEO Ingo Kretzschmar describes the move as a societal signal to counter the retreat of traditional toy retailers from city centers, with additional stores planned but not yet specified.
  • The company completed the acquisition of the Krömer and Toysino chains comprising 39 locations and also took over two standalone toy shops in Münster.
  • Group revenue for FY 2024/25 rose 14% to EUR 2.2 billion, with online sales up about 20%, like-for-like store sales up roughly 5%, and nonbook assortments growing 19% to about 28% of total sales.
  • Thalia is building a Print-on-Demand book production center in Marl with Elanders, to be integrated into a new omni-channel hub to speed fulfillment and broaden title availability.