The Kidsland Group was founded in 2001 when our founder, Mr. Lee Ching Yiu, established the first subsidiary of our Group, Kidsland China Limited (廣州智樂商業有限公司) ("Kidsland China"), in the PRC. Prior to the establishment of Kidsland China, Mr. Lee had accumulated extensive industry knowledge and market understanding with more than 9 years of experience in toy manufacturing.
The following sets out the major business milestones of the development of our Group:
The first establishment of our Group, Kidsland China, was established in April
The LEGO Group became our supplier
Our first Kidsland store opened in Beijing
Our first flagship store was launched on Tmall
Our first Babyland store opened in Beijing
Our first LEGO Certified Store in Hong Kong opened in August
Our first LEGO Certified Store in Beijing opened in May
Our second LEGO Certified Store in Hong Kong opened in July
Our business in China
We conduct retail sales through our diverse retail network covering selected strategic geographic locations, comprising over 200 retails shops in shopping malls, over 500 consignment counters in department stores and a renowned toy store chain and 12 online stores on Tmall and JD.com. We retail our products under our own brands (being Kidsland and Babyland) and brands of our brand owners such as LEGO and Chicco. We have a solid presence in Tier 1 and Tier 2 cities, with nearly 700 retail points. We have also strategically established retail points in Tier 3 cities in the PRC, which we believe have high growth potential.
Our Group is also engaged in the wholesale of toys and infant products through our wholesale channels, comprising distributors, hypermarket and supermarket chains and online key accounts. As of 30 April 2017, The Group has over 800 distributors operating a total of over 2,700 retail shops in 129 cities across 31 provinces, autonomous regions and municipalities in the PRC. Wholesaling our products to distributors allows us to utilise their distribution capability, reduce our logistics and warehousing costs and improve our working capital position. We also sell our products at hypermarket and supermarket chains to reach wider groups of end-users. To access this rapidly growing online market, we sell our products on the online platforms of our online key accounts, such as JD.com, Amazon, VIP.com (唯品會), Dang Dang (當當) and Suning (蘇寧), which sell directly to end-users.
Our business in Hong Kong
We currently operate 2 LEGO Certified Stores in Hong Kong, located at the Langham Place in Mongkok and Times Square in Causeway Bay respectively.