Fifty One East, Qatar’s favourite department store, celebrates the internationally leading toy store JouéClub opening its first Gulf-based outlet at Lagoona Mall, Doha, Qatar. The grand opening gathered families and friends to play and interact with popular mascots, fun and games, where the store was filled with smiles and laughter as guests, customers and partners of Fifty One East experienced this iconic new concept in Doha and the GCC.

The opening was held under the patronage and attendance of H.E. Sheikh Khalifa Bin Jassim Bin Mohammed Al Thani, Qatar Chamber Chairman, together with Mr. Bader Abdullah Al-Darwish, Chairman and Managing Director of Darwish Holding, and The Ambassador of France to Qatar, His Excellency Eric Chevallier and Mr. Alain Bourgeois-Muller, President and General Manager of JouéClub.

Mr. Bader Al-Darwish, Chairman and Managing Director of Darwish Holding, said: “The opening of JouéClub at Fifty One East is a momentous landmark in our journey as it allows us to meet the increasing demand for high-quality children’s products and family entertainment experiences in Qatar, and the wider region.”

Mr. Bader Al-Darwish continued, “This opening is yet another evidence that Fifty One East, the eldest department store in Qatar, is the partner of choice for prestigious brands who are keen to establish their presence in the region. As our journey continues, we will stay true to our founding values and keep on providing unparalleled retail experience to our trusted clientele.”

The outlet at Fifty One East spans an area of more than 1000 sqm and has the largest selection of toys under one roof, featuring larger-than-life doll houses, dinosaurs, planes, race cars and characters. With knowledgeable and toy-trained staff on-hand to help customers, JouéClub is the perfect place for the perfect toy. The opening at Fifty One East in Lagoona Mall sets a milestone in Qatar’s retail sector by introducing an impressive and never-before seen offering.

JouéClub is the internationally leading toy retailer with more than 350 stores worldwide. It is a brand set in the hearts of children and adults across the globe, providing quality retail offerings since it first opened its doors in 1952. Since then, it has been a favourite destination for kids and grown-ups alike with its impressive assortment of toys, games, sporting goods, electronics, software and baby products.

Mr. Alain Bourgeois-Muller President and General Manager of JouéClub, commented: “We're delighted to be introducing JouéClub in Qatar and bringing an experience to the community that has enhanced the lives of millions of children and adults around the world. The opening of the store in Doha is a step forward towards achieving our expansion plans across the GCC markets. Partnering with Fifty One East was a result of an extensive research cementing the exceptional location, reputation and opportunities that it offers to set a perfect platform that fits our business growth strategy.”

JouéClub will provide the ultimate fairy tale experience for children and will fascinate adults too with the diversity of choices that awaits them. Children have the opportunity to live their fantasies and enjoy the charming world that toys offer. The store also hosts interactive demonstrations of favourite toy characters.

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