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TECHNOLOGY / MORE ON TECH : EToys to Launch British Operations

September 01, 1999|Karen Kaplan

EToys Inc. will begin selling toys online to customers in Britain this fall, marking the Santa Monica company's first foray outside the U.S. EToys said it will establish a warehouse facility in the British town of Swindon for shipping toys, books, video games and other children's products. The facility will also serve as a beachhead for expanding across Europe. "International expansion is a cornerstone of our growth strategy," said Chief Executive Toby Lenk. Even though its retail Web site can be accessed from all over the world, Lenk said, it's not cost-effective for EToys to ship merchandise overseas. Ruben Rodriguez, a Boston Consulting Group veteran who joined EToys in May, will direct the company's international expansion. Shares of EToys fell $2.19 to close at $43.50 in Nasdaq trading.

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