Disney Releasing New Store, Online Retail Initiatives

Disney is upgrading its in-store and online shopping experience, and home goods are part of the new assortments that will be added to the merchandise mix.

The company is launching shopDisney, a new e-commerce destination offering an assortment of Disney, Pixar, Star Wars and Marvel products including home goods, accessories, toys and other merchandise. The company has also developed a new prototype Disney store design that is being tested at select locations. Disney said it developed the new store to incorporate innovative technology, storytelling and cast member interaction.

The updated product assortment Disney offers at shopDisney.com reflects the company’s commitment to creating products tailored for different audience demographics, from kids and families to Millennials, as well as a determination to innovate beyond the traditional. New departments have been added to round out the assortment, including trend fashion and accessories, toys, home, collectibles and parks. Co-branded products and elevated collaborations will feature brands such as Coach, Le Creuset, Spyder, Steiff and Rag & Bone.

Disney stores worldwide will incorporate more products beyond the traditionally child-centric assortment. The new prototype stores and site offer dynamic layouts, hat allow flexibility in featuring the different worlds of Disney, Pixar, Star Wars and Marvel as new content comes to market. Shopping destinations provide a light and contemporary atmosphere, with digital elements including giant LED screens that reflect the company’s storytelling tradition.

The new Disney store prototypes operate currently in Century City and Northridge, CA, and, globally, in Nagoya, Japan and Shanghai, China. Two more prototypes will open this year, one each in Miami and Munich, Germany.

“No one creates experiences like Disney, and our pilot stores will be testing grounds for interactive features that will differentiate the Disney shopping experience in the changing retail landscape,” said Jimmy Pitaro, chairman of Disney Consumer Products and Interactive. “Online, shopDisney is the ultimate destination for the most extensive collection of curated merchandise from our stores, parks and licensed partners. This combination creates a powerful omnichannel experience that represents the next generation of Disney retail.”