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The Entertainer relaunches global flagship store at Westfield London

01/03/2018

The Entertainer, the fastest growing multichannel toy retailer in the UK, relaunches its global flagship store at Westfield London following a £700,000 refit, creating an immersive experience for children to enjoy.

The 4500 sq. ft store, which employs 19 people, has been refitted to offer children an engaging, exciting and more entertaining shopping experience. The in-store journey is led by new technologies such as animated window screens, interactive floor projections, augmented reality mirrors and ‘The Launch Pad’ Tech Tables, whilst also retaining the much-loved counter steps at the tills.

Gary Grant, Founder and Managing Director of The Entertainer comments: “It is our ambition that this store becomes not just an engaging place to shop, but an exciting place for children to play too. It is The Entertainer store of the future and puts fun at the heart of the toy shopping experience, whilst supporting our vision of every childhood filled with wonder.”

This follows the news announcing a 37% increase in YOY profits. The Entertainer posted an increase in total sales of 6.8% in the 12-month period 1st February 2017 to 27th January 2018, compared to the same period last year, with LFL store sales broadly flat. TheToyShop.com, The Entertainer’s online platform, reported a 30% sales increase in the same period YOY and five-fold growth in the last five years.

Westfield London, The Entertainer’s global flagship store, is now open to the public.


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For further press information and to book interview time with Gary Grant, please contact the press office on: [email protected]

About the Entertainer

The Entertainer was founded in 1981 in Amersham, Buckinghamshire by husband and wife team, Gary and Catherine Grant, who instilled the driving force and mission; to be the best-loved toyshop – one child, one community at a time. Today, it continues to be a privately-owned company and is renowned for being the largest independent toy retailer in the UK with a total of 145 stores. As well as a strong High Street presence, The Entertainer has a successful website platform (TheToyShop.com) which offers a 30-minute click and collect service and has 22 million visits annually and growing. The Entertainer is also recognised for its charitable giving. Each year it tithes 10% of its net annual profit to charity, in addition employees are encouraged to donate directly through Payroll Giving. The Entertainer is also an active member of the Pennies scheme, the digital upgrade of the traditional charity box, which enables customers to donate a few pence to charity at the point of sale when paying by card. On average, this generates £5,000 of customer donations to Children’s hospitals each week. The Entertainer currently employs over 1200 staff across the stores and a further 160 in the Head Office in Amersham, Buckinghamshire.