Andrew Murphy shares insights into The Entertainer’s recent challenges and achievements as Christmas draws near.
- The Entertainer’s partnership with Tesco marks significant growth, adding considerable value to its UK and Ireland operations.
- While storms have affected foot traffic, the company remains strong, having adapted its supply chain strategies for grocery settings.
- The launch of a new Christmas campaign signifies a shift in marketing, highlighting a more playful approach.
- The retailer plans to explore international markets while reassessing domestic expansion due to economic factors.
Andrew Murphy, CEO of The Entertainer, remains optimistic about the company’s performance as Christmas approaches, despite adverse weather impacting shopper turnout. Murphy notes, “We had a good Black Friday, yet the weekly storms challenge the retail environment just before the festive season.” He stresses that while the Golden Quarter is crucial, the company’s expanded footprint through partnerships offers a position of strength.
Significantly, The Entertainer’s collaboration with Tesco has boosted its UK footprint considerably. By introducing concessions in 861 Tesco locations, the business has grown by an estimated 50% to 60% in the region. Murphy explains that the integration process was intense, with 30 new concessions opening weekly for 25 weeks. Despite these efforts, Murphy believes they have only started uncovering the potential of this partnership, which could one day double the business.
Recognising the distinct dynamics of grocery retail, The Entertainer has adjusted its merchandising approach to suit the new market, focusing on price and product novelty. The experience highlighted the need for better range planning, with an adjustment to the average selling price being a priority moving forward. The partnership is part of their broader ‘Toy Box’ B2B service, which is slated for expansion in 2025.
In addition to logistical developments, The Entertainer launched its first comprehensive Christmas marketing campaign, featuring Ray the bear. The initiative, characterised by a more playful and visible brand voice, was devised to increase brand recognition. “It’s about elevating the brand over the next couple of years,” Murphy remarks, noting the potential to leverage influencer and social media channels further.
Looking ahead, The Entertainer is focusing internationally, primarily in Europe and the Middle East, due to Labour’s Budget influencing domestic expansion plans. However, the retailer remains committed to growing its own brands, with product sales from Addo and Early Learning Centre showing substantial growth this year.
The Entertainer’s strategic expansions and marketing innovations reflect its vision for robust growth and brand elevation, both locally and globally.
