The Entertainer’s partnership with Tesco could “double our business” one day, the retailer’s chief executive Andrew Murphy has said.
Speaking to Retail Gazette, he said the roll out of its toy shops to 861 of the supermarket’s stores across the UK and Ireland had added “about 50% to 60%” on top of its existing business.
However, he believes it has the potential to “ultimately double our business”.
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The Entertainer completed its “significant expansion” with Tesco in October, delivering 4.5 million toys across Britain’s largest supermarket’s estate in just eight months.
Murphy said the team were opening 30 concessions each week for about 25 weeks and believes the business has “not even scratched the surface of the potential [the partnership] has”.
“The deal with Tesco was signed in mid-December last year, which meant that we didn’t have the opportunity to do planned, ranging and buying for the full national Tesco business until about September, October, because the lead time for those toys is so long,” he said.
Murphy explained this meant the retailer traded the first three quarters of the year “just putting together the best ranges we could from the product that was available”.
He said The Entertainer’s commercial teams have “genuinely a list of 20 things” to act on in the new year, including better range planning.
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