Kenji, a UK-based retailer, is gearing up for significant expansion in the plushie market.
- The company plans to double store numbers domestically and internationally over the next year.
- Eddie Shepherd, the new managing director, is leading the brand’s growth strategy.
- Kenji aims to enhance store experience and broaden its product range to remain competitive.
- Customer engagement initiatives like a loyalty scheme and new gaming app are underway.
Kenji, the British retailer inspired by East Asian culture, is preparing for a transformative year in 2024. Although not widely recognized yet, its plushies and stationery are familiar to many UK shoppers thanks to partnerships with HMV and Clintons. The company, which is celebrating its 10th anniversary, plans to substantially increase its presence both within the UK and overseas, aiming to double the number of its standalone stores within the next 12 months.
Guided by Eddie Shepherd, the former CEO of Clintons, Kenji is poised to become a prominent name on the UK high street. Shepherd expresses confidence in the brand’s growth, stating that Kenji has benefitted from being one of the few players in its niche market. However, with competitors like Miniso and Søstrene Grene advancing, Kenji is focusing on innovation to maintain its competitive edge. The company’s goal is to more than double its store count, starting with new locations throughout the UK and its first international store opening in the Netherlands.
Kenji currently operates 10 stores primarily in Northern England, including prominent shopping centers like Manchester’s Trafford Centre. Despite its modest size compared to rivals, Kenji’s footprint extends to over 100 HMV locations and numerous Clintons stores. The upcoming expansion includes opening 12 new stores, supported by a £4 million investment. The plan also includes launching flagship stores spanning 6,000 square feet in selected locations to enhance brand presence.
Enhancements to Kenji’s existing stores are part of the strategy, with shops in Warrington and Bury relocating to larger units and all stores receiving design updates. Shepherd emphasizes the importance of a premium shopping experience to differentiate Kenji from competitors. The revamped stores will showcase an evolving retail concept designed to attract more customers and elevate the shopping experience.
Product development remains a cornerstone of Kenji’s expansion efforts. The company is investing in new product categories such as paper goods and beauty items, with seasonal collections presenting further growth opportunities. Last year’s Halloween range saw remarkable success, indicating the potential for seasonal products to drive sales. To support this growth, Kenji is enhancing its distribution capabilities, including a move to a larger warehouse and increased staffing.
Fostering a deeper connection with customers is pivotal to Kenji’s strategy. The introduction of the Kenji Club loyalty program offers rewards for frequent purchases, already boosting average spend significantly within its first week. This initiative helps differentiate Kenji in a competitive market and offers customers added value for their loyalty. Further engagement comes from the planned launch of Kenjiland, a gaming app aimed at strengthening community ties. This app seeks to blend retail and gaming in a unique, engaging way.
Kenji’s strategic expansion and customer-focused initiatives are set to elevate its presence on the UK high street, making it a brand to watch.
