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 | Learning ExpressAlways the Perfect Toy |
Business Type
FranchiseMin Liquid Capital
$100,000Total Investment
$209,500 to $370,000Required Net Worth
$300,000Number of Units
160In Business Since
1987* For Current Info See:
Franchise Disclosure Document
Overview
Learning Express Inc., is a specialty toy store franchise, with more than 100 locations across the country. As the leader of the specialty toy and children's gift category, we provide a fun and friendly shopping environment, with a knowledgeable sales staff that provides expert advice to parents looking for that perfect toy.
At Learning Express, we pride ourselves on the quality and uniqueness of our toy selection. We carefully select each product to ensure shelves are stocked with unique and innovative products that encourage learning through play, including games and puzzles, developmental toys, arts and crafts kits, science and nature products, construction toys, books, dolls, plush and other unique items exclusive to Learning Express and specialty toy retailers.
At Learning Express, we pride ourselves on the quality and uniqueness of our toy selection. We carefully select each product to ensure shelves are stocked with unique and innovative products that encourage learning through play, including games and puzzles, developmental toys, arts and crafts kits, science and nature products, construction toys, books, dolls, plush and other unique items exclusive to Learning Express and specialty toy retailers.
Products & Services
The building blocks of our Success.
Creative thinking and an entrepreneurial spirit set the Learning Express concept in motion. In 1987, Sharon DiMinico was president of the board of directors of The Groton Community School, a private preschool in her hometown of Groton, Massachusetts. With determination, Sharon set out to raise school revenue without raising tuition.
At the same time, drawing on her prior experience in retail and combining it with her parental goals, Sharon was developing a business plan for a specialty toy store concept - an untapped retail niche in her area.
She saw a need for a store offering high quality toys and games to inspire young minds – from infants to pre-teen.
The Plan
The retail plan that was developed was based on the idea that toys and games should encourage learning through play, creativity and foster developmental growth. The specialty toy store would provide a carefully selected product mix that would peek a customers' curiosity and a fun and friendly environment with expert sales staff providing advice to parents. It would be a hands-on atmosphere for kids to "test" their skills.
To make the specialty toy store truly unique, the shopping experience would be enjoyable and memorable, offer quality toys not found at larger retailers, and stores would give back to their communities through fundraising and other charitable programs.
Our Growth
Sharon developed the first Learning Express store to expand through franchising. She opened the first Learning Express in Acton, Massachusetts, on March 27, 1987 with sales supporting the Groton Community School. After the success of the Acton store, Sharon developed a strategy to expand through franchising the Learning Express toy store. Today, Learning Express is the nation's leading franchisor of specialty toy stores in the country with over 100 stores nationwide.
Today, Learning Express is the largest and most successful specialty toy retailer in the United States.
Locations continue to open across the U.S., and today Learning Express is the nation's leading franchisor of specialty toy stores. A true "neighborhood toy store," each Learning Express offers a calendar full of fun events and has become a hub of activity for families in the surrounding communities . Franchise owner-operators greet their customers by name and have a "do whatever it takes" attitude. Upon entering a Learning Express store, customers often comment, "this is so much more than a toy store!"
After 20 years, Sharon continues to be very active in the business as a buyer, marketer and a store mentor. Her husband is a small aircraft pilot and they recently completed an 11-State, 25-store trip in three weeks! If Sharon is not out visiting stores or attending trade shows, she can usually be found in her office most days of the week.
Creative thinking and an entrepreneurial spirit set the Learning Express concept in motion. In 1987, Sharon DiMinico was president of the board of directors of The Groton Community School, a private preschool in her hometown of Groton, Massachusetts. With determination, Sharon set out to raise school revenue without raising tuition.
At the same time, drawing on her prior experience in retail and combining it with her parental goals, Sharon was developing a business plan for a specialty toy store concept - an untapped retail niche in her area.
She saw a need for a store offering high quality toys and games to inspire young minds – from infants to pre-teen.
The Plan
The retail plan that was developed was based on the idea that toys and games should encourage learning through play, creativity and foster developmental growth. The specialty toy store would provide a carefully selected product mix that would peek a customers' curiosity and a fun and friendly environment with expert sales staff providing advice to parents. It would be a hands-on atmosphere for kids to "test" their skills.
To make the specialty toy store truly unique, the shopping experience would be enjoyable and memorable, offer quality toys not found at larger retailers, and stores would give back to their communities through fundraising and other charitable programs.
Our Growth
Sharon developed the first Learning Express store to expand through franchising. She opened the first Learning Express in Acton, Massachusetts, on March 27, 1987 with sales supporting the Groton Community School. After the success of the Acton store, Sharon developed a strategy to expand through franchising the Learning Express toy store. Today, Learning Express is the nation's leading franchisor of specialty toy stores in the country with over 100 stores nationwide.
Today, Learning Express is the largest and most successful specialty toy retailer in the United States.
Locations continue to open across the U.S., and today Learning Express is the nation's leading franchisor of specialty toy stores. A true "neighborhood toy store," each Learning Express offers a calendar full of fun events and has become a hub of activity for families in the surrounding communities . Franchise owner-operators greet their customers by name and have a "do whatever it takes" attitude. Upon entering a Learning Express store, customers often comment, "this is so much more than a toy store!"
After 20 years, Sharon continues to be very active in the business as a buyer, marketer and a store mentor. Her husband is a small aircraft pilot and they recently completed an 11-State, 25-store trip in three weeks! If Sharon is not out visiting stores or attending trade shows, she can usually be found in her office most days of the week.
Training & Support
Each new franchise storeowner goes through an intensive training program at the corporate office and at their new store location. You’ll meet extensively with buyers, marketing and advertising, and operations staff to ensure a seamless and successful launch. Your regional owner will be with you every step of the way to answer of all your questions and guide you through every step in the process. Pre-Opening Training
You will spend 8 days at our Corporate Training Center learning everything from operations and buying, to marketing and staff training. Three of those days will be at a store doing actual merchantising, gaining product knowledge, receiving product and hands-on selling.
Grand Opening Training
Your dedicated regional support person will be with you in your store for two to three weeks prior to your grand opening and one week following your grand opening to help you with every step along the way.
Ongoing Support
The corporate office and your dedicated regional support person will visit you frequently to make sure that you are operating successfully. You’ll also receive educational and informational materials from the Corporate and Regional offices on policies and procedures, proven marketing tips and more to help make your store as successful as it can be! In addition, you have 24-hour access to our company intranet site and one-on-one support from Corporate and Regional staff.
Why Learning Express?
Our Corporate Buying Department is the best in the business, constantly reviewing new products, negotiating terms with our vendors and providing you with an outstanding inventory mix. We carry top vendors including Melissa & Doug, Lego, Wild Planet, Kid Kraft and more. Our buyers are constantly looking for new and unique products to add the shelves of Learning Express stores. To make sure you're off to a successful start, the corporate buyers will place your initial order using our Suggested Store Inventory Mix (S.S.I.M.), and thoroughly train you on inventory management.Advertising:
- Creative, camera-ready advertisements
- Full-color, bi-monthly consumer direct mail catalogs
- Full-color, fourth-quarter holiday catalog
- Custom signage
Promotions
- Planned promotional events throughout the year
- Individual store web homepage
Marketing
- Email marketing
- V.I.P. Program
- Grandparents Club
- Birthday Programs
- Community Programs
Are You a Good Fit for Learning Express?
The Franchise Fee
This is a one-time fee charged to all franchisees, and covers the cost of your Learning Express Franchise License: $30,000.
This is a one-time fee charged to all franchisees, and covers the cost of your Learning Express Franchise License: $30,000.
