Kenji, a British retailer known for its plushies and stationery, is gearing up for a significant expansion.
- The company plans to more than double its store count in the next year, targeting both UK and international markets.
- To lead this growth, Kenji has appointed Eddie Shepherd, former CEO of Clintons, as managing director.
- Key developments include new flagship stores, a revamped store design, and enhanced product offerings.
- Kenji is also launching a new loyalty scheme alongside a gaming app to engage its customer base.
Kenji, although not widely recognised, is a familiar sight on UK high streets through its plushies and stationery ranges. With existing partnerships with major retailers like HMV and Clintons, the brand reaches many shoppers without them even realising it. As Kenji nears its decade milestone, it announces plans to double its store numbers across the UK and open its first store overseas in the Netherlands, all part of an ambitious £4m investment.
Eddie Shepherd, joining as managing director, plays a pivotal role in steering Kenji’s expansion. In a competitive market, companies like Miniso and Søstrene Grene have begun to capture attention. Shepherd states, “The business has benefited in the last 10 years from being one of the only people in that category and sector,” highlighting Kenji’s need to innovate continually to stand out.
Currently, Kenji has ten stores spread primarily in northern England. Despite its modest size compared to rivals, Kenji’s products are available at 118 HMV locations and numerous Clintons stores nationwide. In the upcoming 12 to 18 months, the retailer plans to add at least ten more stores, including new larger flagships and remodelled existing stores, to align with modern retail concepts.
Investment in Kenji’s stores will be matched by a focus on broadening its product range. Key categories for the coming year include paper goods, gift wrap, and beauty items, adding to its popular plushies and snacks. The success of seasonal products, such as its significantly boosted Halloween range, underscores this strategy. Shepherd emphasizes the importance of offering a “premium shop fit…that gives the customers a reason to shop with us as opposed to people who exist on the same high streets.”
Kenji is enhancing customer loyalty through the Kenji Club, a scheme rewarding shoppers with gems for purchases. This initiative has already shown success, with the average spend per customer rising by 75%. The retailer aims to extend these benefits to include its wholesalers, integrating a shared loyalty framework. Furthermore, the upcoming Kenjiland app will initially engage the gaming community, eventually incorporating shopping features as it evolves.
The strategy is for Kenji not only to grow its physical footprint but also to foster a community around its brand. Through store events and collaborations with local makers, Kenji is creating spaces that are about more than just transactions, but about experiences that resonate with its community.
Kenji’s multifaceted approach to expansion and customer engagement positions it to become a more prominent presence on the UK high street.
