The new format is less cluttered and includes an extensive assortment of high-end goods for adults.Walt Disney has renovated several of its retail stores to test a new prototype that includes more components of the company's theme parks, including big screens that show live streams of daily parades at Disney World and Disneyland.
The California-based company has unveiled 4 of 6 planned stores with the new look, which includes a large video screen in the front. Guests can sing with Donald Duck on their a birthday, with their photo on the screen. These are showing up in the afternoon can sit and watch a live feed of Disneyland’s daily parade down Main Street. The stores will wheel up a cart soon, where customers can buy candy and mouse ears, just like those sold at the parks.
“It’s not unusual to have 50 people or so come on a Tuesday or Wednesday,” Paul Gainer, the executive in charge of Disney’s store's division, told. “There’s the opportunity to do many other things.”
Disney, the world’s largest entertainment firm, has had its interest in the retailing ebb and flowed over the years. The corporation once sold and then bought back its stores department. Now, the company has about 340 retail locations around the world, about a third of their peak.
The remodeling matches with a remake of Disney’s online shopping site. The company is more than doubling the volume of merchandise it sells online, with a big increase in items for adults like Coach handbags, David Lerner women’s clothing, and Ethan Allen furniture. The new website includes videos of the products and more themed items displayed, such as Halloween costumes. Merchandise that sells well online will be delivered to the stores, Gainer said.