The traditional Munich store Lodenfrey has opened a shop-in-shop with the British cuddly toy cult brand Jellycat. The area is located in the children’s department on the fourth floor of the department store and is designed in the typical Jellycat branding. Lodenfrey also sells the brand in the company’s online shop.
Jellycat has been positioning itself very successfully in the children’s departments of large department stores such as Lafayette and Selfridges for several years with its classic and humorous plush toy collections. The children’s department at Ludwig Beck in Munich is also already adding a Jellycat range.
In August, the London cuddly toy brand celebrated its premiere in Austria with a pop-up store in the Steffl department store in Vienna.