The Entertainer Expands with Tesco Partnership

The Entertainer has significantly expanded its presence through a partnership with Tesco, completing a rollout of over 850 in-store toy concessions.

• The rollout has taken place over eight months, with each month seeing an average of 100 new stores added across the UK and Ireland.
• A new distribution centre has been opened to efficiently meet the demand created by these concessions.
• The Entertainer’s CEO highlighted the rapid expansion and strategic importance of this partnership for reaching a broader customer base.
• Tesco’s managing director expressed delight at the ease and convenience this brings to customers’ shopping experience.

The Entertainer has successfully completed the rollout of over 850 toy shop-in-shops within large Tesco stores located in the UK and the Republic of Ireland. This significant expansion, executed over the past eight months, has resulted in approximately 861 new concessions, with an average of 100 openings each month. This strategic manoeuvre aims to make The Entertainer’s range of toys highly accessible to a vast majority of the populace.

A pivotal component of managing the logistics of this extensive rollout is the establishment of a new distribution centre. This facility plays a critical role in ensuring that the new in-store concessions are adequately stocked. The decision to invest in this distribution capability underscores The Entertainer’s commitment to maintaining high standards of service and meeting the increasing demand prompted by its expanded retail footprint.

Andrew Murphy OBE, Chief Executive of The Entertainer, has credited the swift and impactful growth to the company’s agility and insightful understanding of customer needs. He stated that the partnership with Tesco represents a major milestone in expanding their ‘Toy Box’ retail solution, which serves as a multi-category offering to various retailers.

The successful integration of The Entertainer within Tesco stores adds a layer of convenience for customers, allowing them to purchase toys alongside their regular groceries. Jan Marchant, Tesco’s Managing Director of Home and Clothing, expressed enthusiasm about the collaboration, noting that it facilitates easier access for customers to obtain gifts for children during their routine shopping trips.

The Entertainer’s strategic partnership with Tesco marks a considerable achievement in extending its retail reach and enhancing customer accessibility to its products.