The Entertainer is expanding rapidly and strategically.
- Concessions in Tesco stores have significantly boosted sales by 50-60%.
- A new Christmas marketing campaign has introduced ‘Ray,’ a colorful bear.
- 2025 growth focuses internationally, especially the Middle East and Europe.
- Economic factors influence UK expansion, but international growth remains strong.
The Entertainer has seen a substantial increase in its market presence through a strategic partnership with Tesco. This partnership, labeled under its ‘Toy Box’ service, has extended The Entertainer’s reach across the UK and Ireland, marking a 50-60% sales increase. Andrew Murphy, CEO, reflects on the expansion, stating it required the team to open up to 30 new concessions weekly over 25 weeks. Despite this rapid growth, Murphy believes there’s still significant untapped potential in the Tesco collaboration, suggesting it might double the business in the future.
Navigating the grocery retail environment has offered The Entertainer valuable insights. Murphy notes that price competition and product novelty are vital in attracting supermarket shoppers. Adjustments in their supply chain have been necessary to align with grocery retail dynamics. Recognizing previous pricing missteps, they aim to refine range planning, addressing the balance of product variety to enhance appeal.
During this pivotal period, The Entertainer has launched its first major Christmas marketing campaign, marking a shift in branding strategy. The campaign features ‘Ray,’ a colorful stuffed bear, illustrating a more playful and engaging brand image. Murphy, drawing from his experience with John Lewis, emphasizes the importance of the campaign for increasing brand visibility and understanding. The Entertainer’s marketing is set to further evolve, with plans to utilize influencers and social media as key channels next year.
Economic considerations are influencing The Entertainer’s expansion plans in the UK. Murphy expresses that recent budget changes have halved the number of viable new store locations. Consequently, the focus has shifted towards international growth, specifically in regions with strong potential such as the Middle East and Europe. There are expectations for significant partnerships in these areas, with additional possibilities in the Far East and the US. Despite these international pursuits, strengthening the company’s own brands remains a priority, with a target of increasing product sales to 30%.
The upcoming year holds promise, as The Entertainer builds on its current foundation, poised to extend its global footprint while enhancing brand strength in existing markets.
The Entertainer is positioned for significant global growth, leveraging strategic partnerships and innovative marketing strategies.
