The Entertainer has completed its major roll-out of more than 850 toy shop-in-shops within Tesco stores as part of its partnership with the grocery giant.
The toy specialist said its “significant expansion” across 861 large Tesco stores in the UK and Ireland was achieved in just eight months, with an average of 100 new concessions opening each month.
The roll-out involved over 4.5 million toys being delivered to stock the new concessions.
With thousands of The Entertainer’s products now in place across Tesco stores, the partnership means it now has more points of presence across the UK and Ireland than any other toy retailer.
To support with its expansion plans, the retailer opened a new distribution centre which it said “has played a pivotal role in stocking the in-store concessions and meeting the soaring demand created by the roll-out”.
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The Entertainer group CEO Andrew Murphy OBE said: “Over the past eight months, we have successfully rolled out The Entertainer Toy Shop across more than 850 Tesco stores and I couldn’t be prouder of our teams and the great work they’ve done. Just as importantly, we’re all hugely appreciative of the support we’ve had from colleagues across Tesco throughout the year.”
“This roll-out has significantly increased our retail footprint in the UK and Ireland – putting over 90% of the UK’s shoppers within easy reach of our unmatched toy offer. The speed and impact of this growth is a testament to our team’s agility, attention to detail and a deep understanding of customer needs.
“Our partnership with Tesco is the biggest and most important step we’ve taken in expanding our unique ‘Toy Box’ retail solution for multi-category retailers, but we look forward to on-boarding further retail partners, at home and abroad, in the coming months.”
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