Ludendo Group, a European leading player in games and toys, extends its playground on the Web with the acquisition of Avenuedesjeux.com

Since NiXEN took a leading financial stake in Ludendo Group, the financial sponsor has actively assisted its development through acquisitions in France and abroad and in strategic and complementary distribution channels:  the Rue de la Fête webiste in 2011, the Hamleys international footprint by mid-2012, a strategic store in Switzerland (Spielhuus) by mid-2012, the strategic partnership with Poly in Spain early 2013 and, the Loisirs et Création French footprint early 2013 and finally Avenuedesjeux.com.

Ludendo Group, a leading player in games, toys, “creative leisure” sector and children’s products, is particularly recognized through its store name La Grande Récré. Indeed, the Group took over the website sales “Avenuedesjeux.com” by buying back the business assets and the activity as part of a legal process in court. On this transaction occasion, 39 jobs were saved.

Created in 2004 and headquartered in Vieillevigne, Loire-Atlantique, “Avenue des jeux” is a games and toys sales website. Its wide offer and its expertise in wooden games and puzzles enabled the firm to develop quickly and become a reference player in games and toys online sales.

“The acquisition of Avenue des Jeux confirmed the growth strategy conducted by Ludendo Group, which aims at an enhanced offer for the child and the family and tries to follow the new consumption trends such as online sale. By joining Ludendo Group, “Avenue des jeux” will have the resources needed to boost its business and kick start its development. Avenue des jeux’s expertise will also strengthen the Group’s digital offer” says Jean-Michel Grunberg, President of the Ludendo Group.

 

 “NiXEN is very happy to actively support Ludendo Group in its multi-channel strategic growth on this acquisition occasion. This new transaction confirms Ludendo Group’s federative status on an European scale” declared Pierre Rispoli, Managing Director of NiXEN.