The entrepreneur, who has led the Danish retailer Tiger to the UK hoping to repeat this success with a French child of the chain.
Philip Bier is the opening of a branch of France ID Kids, which sells toys and clothing, in Wandsworth, south London.
It is said that the stores need to connect with customers, and the ID Kids store on “experiences”.
The ceremony of launch in spite of the collapse of Toys R Us and the difficulties faced by other retailers, including Mothercare.
Mr. Bier has opened the first UK branch of utensils and gadget retailer Tiger with his wife, Emma, Basingstoke, 2005, and the chain now has 90 stores.
They had a half-share in the adventure with its Danish parent company Zebra Group.
Five things to do with the empty retail space
Six reasons of the High Street crisis
Last year, Mr. Bier has sold its stake in the Tiger, now known as the Flying Tiger Copenhagen, a Zebra, and has bought the UK franchise for ID Kids, which has 1,200 stores around the world.
He said that the store will be soft-play area, scooters and pedal cars for children and a workshop area with free art classes.
Despite the problems facing the retail sector in the wake of the demise of Toys R Us, and the problems of Mothercare, M. Bier argues that the sector is in full evolution.
“I think there’s a lot of space for retailers that provide products that are a fantastic value for the money, but where the experience in the store is really fun and you want to go for it,” he told the BBC.
Retailers who have disappeared from the street had all ceased to be “relevant”.
Intensifying competition from online shopping means that retailers need to create an “emotional connection” with their clients, Mr. Bier said.
This meant that it was “enough to open the doors and expect customers to come in. It might have been like that in the 1980s and 1990s, but it is not enough today.”Single-brand stores
“The detail of the conferences, no one talks about customers,” he said. “Nobody talks about it, are we? The heart of the company you are talking to.”
Retailers also need to adapt to the changing demands of consumers, Mr. Bier added as he planned a move away from stores: “I think that the retail trade will go more and more towards the stores of the brand.”
Flying Tiger Copenhagen
Mr. Bier said that a Tiger once received customer feedback from a child, who said if he had £1 in his pocket, he would spend it.
But even if the boy had no money to spend, it would, however, go in the store all the time just to look at the products and the experience, because the store was a fun place to be.
“Retailers need to understand that you have incredible competition on the web and in the whole, you must deliver an experience that’s more engaging, and if you do not have this, then you’re dead.”