Detskiy Mir Stores

A world of indulgence

Detskiy Mir, the largest children’s wear retailer in Russia and Kazakhstan, is a long-established Russian brand with roots going back to 1957. In recent years, however, the brand had lost its distinctive edge in the market. The shareholders set out to restore Detskiy Mir to its former prominence, aiming to become the most successful retailer in Russia by bringing happiness and joy to its young customers. Their vision was to create a modern, appealing brand environment that would captivate both children and families. To achieve this, Detskiy Mir’s management turned to us to develop two new store formats.

Inspired by retail trends and the expectations of their target audience, we helped create a new concept for Detskiy Mir, with a focus on emotional repositioning and delivering a "WOW" factor within the store environment.

Our planning principles included:

• Showcasing major brands, customer focus and social responsibility.
• Highlighting a unique point of difference and injecting new energy into the brand.
• Creating a welcoming, attractive, and contemporary "Children’s World" from the moment customers enter the store.

We also focused on enhancing the customer journey, creating "WOW" destination points in less frequented areas of the store, and emphasizing interactive experiences to encourage longer visits. Additionally, we introduced new shopping methods to boost sales and engaged customers in sustainability efforts by incorporating more natural, eco-friendly materials and finishes into the store interiors.

In summary, at CampbellRigg, we emphasize that effective toy store design and branding involve creating an engaging, interactive environment that appeals to both children and parents. By focusing on vibrant aesthetics, thoughtful layout, and strong branding, toy stores can create memorable experiences that foster customer loyalty. Detskiy Mir exemplifies these principles, making it a leading name in the Russian toy retail market.