Fox & Cie

What Fox & Cie does

Fox & Cie (also styled FOX & Co) is a Belgian specialty retailer focused on board games and toys, operating 26 physical stores across Belgium alongside a Dutch/French-language e-commerce storefront. The company's assortment is organized into three core categories — Gezelschapsspellen (board games spanning party, family, children's, card, cooperative, escape, and expert-level titles from publishers such as 999 GAMES, Asmodee, and Geronimo), Speelgoed (toys including construction, Lego, role-play, science kits, musical instruments, dolls, and wooden toys), and Meer te Ontdekken (creative supplies, puzzles, outdoor toys, costumes, and school supplies) — supplemented by a books category and curated sub-brand lines such as the Janod Confetti musical instrument collection and FOX-PRIJS award-winning games.

The business model is a hybrid retail/e-commerce omnichannel play: physical stores serve as both point-of-sale and fulfillment nodes supporting a 2-hour in-store pickup promise for online orders, with free shipping over €69 within Belgium and secure payment integrations including KBC, iDEAL, Bancontact, Mastercard, Visa, and Maestro. Ancillary revenue mechanics include variable-amount Cadeaubon gift vouchers redeemable across all channels and the Tweede Leven second-hand trade-in program that converts used toys and games into store credit, supporting customer retention and circular inventory flow. The platform is built on Tilroy e-commerce infrastructure and serves three primary personas — families with children aged 0–2 through teens, gift buyers across occasions such as birthdays, births, Christmas, and Sinterklaas, and a smaller corporate-bulk segment for event and corporate gifting.

Name

Fox & Cie

Legal name

FOX & Cie

Website

https://foxetcompagnie.be

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Fox & Cie is a Belgian omnichannel specialty retailer selling board games, toys, and related products to families, gift buyers, and corporate customers through 26 physical stores and a Tilroy-powered e-commerce site with 2-hour in-store pickup.

Ownership category

akta.pro rank

Product category

Specialty Toy and Board Game Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Board Game & Puzzle Specialty Retailers (CRALALAA)

akta.pro secondary industry

Party Games & Family Entertainment Games Retail (CRALAFAJ)

Keywords

• Toy retail
• Board games
• Children's toys
• Omni-channel retail
• E-commerce toys

Headquarters

HQ city

Braine-le-château

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Pricing tiers

Distribution channels2 records

Marketing channels4 records

Core offering

Fox & Cie is a Belgian omnichannel retailer that sells board games, toys, books and related products through 26 physical stores across Belgium and a Dutch-language e-commerce website. The assortment spans party, family, children's, cooperative and expert board games from publishers such as 999 GAMES, Asmodee and Geronimo, plus toys, Lego, wooden toys, creative supplies, puzzles and children's books. Supporting services include gift vouchers and a second-hand toy trade-in program.

Product overview

Fox & Cie is a Belgian omnichannel retailer specializing in board games and toys for all ages. The company operates 26 physical stores in Belgium and an e-commerce platform (powered by Tilroy). The core offering consists of three main product lines: (1) Bordspellen (Board Games) including party games, family games, children's games, card games, cooperative games, escape games, and expert-level games from publishers like 999 GAMES, Asmodee, and Geronimo; (2) Speelgoed (Toys) encompassing baby articles, construction toys (including Lego), role-play toys, science kits, musical instruments, dolls, and wooden toys; and (3) Meer te Ontdekken (Discover More) featuring creative supplies, puzzles, outdoor toys, costumes, and school supplies. The company also offers complementary services including gift vouchers redeemable across all stores and online, and a Second Life (Tweede Leven) trade-in program for pre-owned toys and games. Notable product lines include the Janod Confetti musical instrument collection and FOX-PRIJS award-winning games such as Bomb Busters and Take Time.

Differentiator

Problem solved

Functional benefit

Products and services

• Bordspellen (Board Games) Wide assortment of board games for parties, families, children, two players, solo play, cooperative play and expert-level play, sourced from publishers such as 999 GAMES, Asmodee and Geronimo, sold to Belgian consumers via 26 stores and online.
• Speelgoed (Toys) Comprehensive toy assortment including baby articles, construction toys, Lego, role-play and imitation toys, puzzle games, science kits, bath toys, action figures and vehicles, dolls, fabric toys, musical instruments and wooden toys for children of all ages.
• Meer te Ontdekken (Discover More) Additional product categories including creative arts and crafts supplies, puzzles, outdoor toys, decorations, story boxes and nightlights, costumes and accessories, luggage and school supplies.
• Boeken (Books) Book collection available at Fox & Cie stores and through the online storefront, complementing the toys and games assortment for children and families.
• Cadeaubon (Gift Voucher) Digital and physical gift cards available in variable amounts, redeemable both online and in all 26 physical Fox & Cie stores across Belgium.
• Tweede Leven (Second Life) Trade-In Program Second-hand toy and game trade-in program that allows customers to exchange used items for store credit, redeemable on future Fox & Cie purchases.
• Janod Confetti Musical Instrument Line Children's musical instrument product line from Janod including drums, harmonicas, ukuleles, music sets, maracas, xylophones, flutes, rainsticks, baby bells, music tables, guitars and electronic pianos.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Others

• Asmodee: Major board game publisher whose titles (e.g., Dixit, Take Time) anchor Fox & Cie's assortment; Asmodee also runs publisher-owned retail and DTC channels, making it both a key supplier and an adjacent ecosystem participant to Fox & Cie.

Direct peers

• Intertoys: Dutch toy store chain with a multi-store footprint and e-commerce platform focused on toys and games, comparable to Fox & Cie in assortment, omnichannel model and family/gift customer base.
• Bart Smit: Long-standing Benelux toy retail chain selling toys, board games and party items via physical stores and online; overlaps with Fox & Cie on product categories, customer segments and omnichannel retail model.
• DreamLand: Belgian toy and games specialty retailer with physical stores and online sales, part of the same broader specialty toy retail category as Fox & Cie and serving the same family customer base.
• ToyChamp: Belgian toy retail chain with a multi-store physical footprint and online storefront selling toys, board games and family entertainment products — directly overlapping Fox & Cie's core assortment and customer segments in Belgium.
• Maxi Toys: Belgian-headquartered toy retail chain operating physical stores and e-commerce across toys, games and children's products, competing with Fox & Cie for the same family and gift-buyer segments in Belgium.

Broad incumbents

• Amazon: Global e-commerce incumbent selling toys, board games, puzzles and books across Belgium; competes primarily with Fox & Cie's online channel on selection, price and Prime-style fulfillment.
• Coolblue: Major Belgian/Dutch omnichannel retailer with toys and games among its broader electronics, hobby and household assortment; comparable omnichannel delivery and pickup model, but at significantly larger scale.
• bol.com: Largest Dutch/Belgian e-commerce marketplace with a broad assortment including toys and board games; competes with Fox & Cie's e-commerce channel on selection, price and fulfillment reach across Benelux.
• Fnac: French/Belgian entertainment retailer with books, toys, games and board games across physical stores and e-commerce, comparable to Fox & Cie on the books and games categories and on click-and-collect retail.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/foxetcompagnie
• Facebookfacebook.com/foxetcie
• LinkedInlinkedin.com/company/fox-et-compagnie

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fox & Cie