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The Entertainer: inside the HQ of the UK's growing toy empire The Entertainer: inside the HQ of the UK's growing toy empire
(about 4 hours later)
Arriving at the headquarters of toyshop chain The Entertainer near the Chilterns town of Amersham, a visitor is greeted by the alarming stare of a life-size Iron Man, arms akimbo.Arriving at the headquarters of toyshop chain The Entertainer near the Chilterns town of Amersham, a visitor is greeted by the alarming stare of a life-size Iron Man, arms akimbo.
Luckily, the company’s leader Gary Grant makes an altogether different first impression from the Marvel-film superhero.Luckily, the company’s leader Gary Grant makes an altogether different first impression from the Marvel-film superhero.
A bundle of energy, Grant is fizzing with excitement after a year in which the toyshop has opened its 100th store, fuelled by surging profits from the latest children’s crazes.A bundle of energy, Grant is fizzing with excitement after a year in which the toyshop has opened its 100th store, fuelled by surging profits from the latest children’s crazes.
Already boosted by the release of the Lego movie last February, the shops benefited from the passion for loom bands, with the year crowned by the frenzy over Disney’s Frozen and its star character Elsa. Already boosted by the release of The Lego Movie last February, the shops benefited from the passion for loom bands, with the year crowned by the frenzy over Disney’s Frozen and its star character Elsa.
The Entertainer’s sales of construction toys including Lego doubled during the three months after the hit film’s release, and continue to rise.The Entertainer’s sales of construction toys including Lego doubled during the three months after the hit film’s release, and continue to rise.
It also sold 7m packets of loom bands last year despite heavy competition from every corner shop – and even butchers, greengrocers and supermarkets.It also sold 7m packets of loom bands last year despite heavy competition from every corner shop – and even butchers, greengrocers and supermarkets.
All combined to lift sales by 12% to about £140m and profits by 29% to more than £7m. As a result, employees from Saturday staff to the accountancy team shared £1.5m in extra bonuses, on top of awards store staff get for completing various training hurdles or giving good customer service. All combined to lift sales by 12% to about £140m and profits by 29% to more than £7m. As a result, employees from Saturday staff to the accountancy team shared £1.5m in extra bonuses on top of awards store staff get for completing various training hurdles or giving good customer service.
The group also paid out 10% of its profits to charity, an idea underpinned by the beliefs of Grant, a Christian who in times of trouble has been known to gather his staff together in prayer. The group paid out 10% of its profits to charity, an idea underpinned by the beliefs of Grant, a Christian who in times of trouble has been known to gather his staff together in prayer.
“Last year every indicator was up,” says Grant. Almost spinning in his seat, he calls to mind a mischievous bespectacled elf. “Last year, every indicator was up,” says Grant. Almost spinning in his seat, he calls to mind a mischievous bespectacled elf.
“2014 was a perfect storm for us. Certain parts of the toy industry were really strong and what really plays to The Entertainer’s strengths is crazes and collectables.“2014 was a perfect storm for us. Certain parts of the toy industry were really strong and what really plays to The Entertainer’s strengths is crazes and collectables.
“The average price of a toy in a craze is usually less than £10 and nobody wants to invest in driving somewhere to buy that. We are conveniently located and benefit when people just want to pop into stores.”“The average price of a toy in a craze is usually less than £10 and nobody wants to invest in driving somewhere to buy that. We are conveniently located and benefit when people just want to pop into stores.”
The fascination for using loom bands to fashion wristbands, necklaces – in fact almost anything from dresses to tiny model animals – brought a much wider range of shoppers into The Entertainers’ stores. To get their fix of the tiny coloured elastic bands, teenagers were crossing the threshold of a territory usually reserved to the under-11s.The fascination for using loom bands to fashion wristbands, necklaces – in fact almost anything from dresses to tiny model animals – brought a much wider range of shoppers into The Entertainers’ stores. To get their fix of the tiny coloured elastic bands, teenagers were crossing the threshold of a territory usually reserved to the under-11s.
“I don’t think we can repeat what we saw last year. I’ve never known a craze like it,” says Grant.“I don’t think we can repeat what we saw last year. I’ve never known a craze like it,” says Grant.
Established outlets enjoyed a 9% uplift in sales – a level likely to be envied by other retailers suffering in a tough market where shoppers continue to budget carefully. Mothercare by contrast has been shutting stores in its Early Learning Centre toy chain in the face of growing competition from Argos and Amazon.Established outlets enjoyed a 9% uplift in sales – a level likely to be envied by other retailers suffering in a tough market where shoppers continue to budget carefully. Mothercare by contrast has been shutting stores in its Early Learning Centre toy chain in the face of growing competition from Argos and Amazon.
What is more, The Entertainer’s growth was achieved without trading on Sunday – now the busiest day of the week on some high streets – in line with Grant’s Christianity.What is more, The Entertainer’s growth was achieved without trading on Sunday – now the busiest day of the week on some high streets – in line with Grant’s Christianity.
“In everything we do, faith is central to our decisions,” he says. “We have got the ability to put back into society. We pay UK taxes and don’t dodge around it unlike some high street names,” Grant says. There are no staff on zero hours contracts or profits siphoned into offshore tax havens. “In everything we do, faith is central to our decisions,” he says. “We have got the ability to put back into society. We pay UK taxes and don’t dodge around it unlike some high street names,” Grant says. There are no staff on zero hours contracts or profits siphoned into offshore tax havens.”
He says he wants the stores to be an “oasis” where children can be free to run around and enjoy a treat.He says he wants the stores to be an “oasis” where children can be free to run around and enjoy a treat.
But after a stellar year driven by Hollywood and youngsters’ crazes, can the toyshops continue their growth spurt?But after a stellar year driven by Hollywood and youngsters’ crazes, can the toyshops continue their growth spurt?
Grant says the past year has helped raise the profile of The Entertainer chain, while shoppers continue to snap up more Lego, loom bands and Frozen-themed items.Grant says the past year has helped raise the profile of The Entertainer chain, while shoppers continue to snap up more Lego, loom bands and Frozen-themed items.
Even now sales of loom bands continue, the non-specialist stores that were selling packets next to the tills have retreated. Grant predicts we’ll still be “looming” in 10 years, just as many continue to knit, sew and collect stickers.Even now sales of loom bands continue, the non-specialist stores that were selling packets next to the tills have retreated. Grant predicts we’ll still be “looming” in 10 years, just as many continue to knit, sew and collect stickers.
The mania for Elsa and all things Frozen may get another lift as short animation Frozen Fever is being screened at many cinemas alongside Kenneth Branagh and Disney’s Cinderella film, released last month – and further ahead, Disney confirmed rumours it is working on a full-length sequel. The mania for Elsa and all things Frozen may get another lift as short animation Frozen Fever is being screened at many cinemas alongside Kenneth Branagh and Disney’s Cinderella film. Further ahead, Disney has confirmed rumours it is working on a full-length sequel.
“We are going into 2015 at a different level. More people are using the shops than a year ago,” Grant says.“We are going into 2015 at a different level. More people are using the shops than a year ago,” Grant says.
For him and his wife Catherine it is a dream come true after they bought out a local toy shop in Amersham, Buckinghamshire, in 1981. More than 30 years later their son Duncan is now commercial director of the business. Stuart, another son, heads up buying. For him and his wife Catherine, it is a dream come true after they bought a local toy shop in Amersham, Buckinghamshire, in 1981. More than 30 years later, their son Duncan is now commercial director of the business. Stuart, another son, heads buying.
The business may be 100% family owned with headquarters based down the road from Grant’s home, but The Entertainer thinks big. A fifth of sales are now online and the company is testing the water for overseas expansion.The business may be 100% family owned with headquarters based down the road from Grant’s home, but The Entertainer thinks big. A fifth of sales are now online and the company is testing the water for overseas expansion.
It has two stores in Pakistan and one in Azerbaijan, the oil-rich state where Harvey Nichols recently opened an outlet, but despite the collapse of a franchise deal to open in the Middle East, the plan is to at least double the overseas network this year. In the UK, 15 new stores are planned. It has two stores in Pakistan and one in Azerbaijan, the oil-rich state where Harvey Nichols recently opened an outlet and, despite the collapse of a franchise deal to open in the Middle East, the plan is to at least double the overseas network this year. In the UK, 15 new stores are planned.
“We are a family owned, private business. We do what’s right for the business. We do not have to prove anything to anybody,” says Grant“We are a family owned, private business. We do what’s right for the business. We do not have to prove anything to anybody,” says Grant
Despite the difficulties of rivals such as Early Learning Centre, he declares himself unafraid of the rise of discount chains such as Poundland potentially eating into Entertainer territory. Despite the difficulties of rivals, he declares himself unafraid of the rise of discount chains such as Poundland potentially eating into Entertainer territory.
Grant says his team’s superior knowledge of the toy market meant the company identified and backed last year’s big toy crazes more comprehensively than generalist rivals such as the supermarkets – so the chain continued to have stock of sought-after Elsa dolls, for example, up until Christmas when they were sold out elsewhere.Grant says his team’s superior knowledge of the toy market meant the company identified and backed last year’s big toy crazes more comprehensively than generalist rivals such as the supermarkets – so the chain continued to have stock of sought-after Elsa dolls, for example, up until Christmas when they were sold out elsewhere.
The tight management structure also means decisions are made quickly. Toy trends can be leapt on with alacrity. The tight management structure means decisions are made quickly. Toy trends can be leapt on with alacrity.
“I just make a decision and they do it,” Grant says, tipping his sandy-haired head at the office behind him.“I just make a decision and they do it,” Grant says, tipping his sandy-haired head at the office behind him.
Perhaps there is a touch more Iron Man to him than it might appear.Perhaps there is a touch more Iron Man to him than it might appear.