Kenji, a UK-based retailer known for its plushies and stationery, is expanding.
- The retailer plans to double its store numbers in the UK and open internationally.
- Kenji’s 10th anniversary marks significant growth ambitions under new leadership.
- Store revamps and new loyalty programmes aim to enhance customer experience.
- Kenji strives to compete in a growing market with fresh strategies.
Kenji, inspired by East Asian designs, is preparing for a major expansion in the UK and beyond. Although currently not widely recognised, its products are familiar to many through its presence in major retail partners like HMV and Clintons. The upcoming 10th anniversary serves as a catalyst for the brand’s growth, aiming to double its current store locations over the next year, including the launch of its first international outlet in the Netherlands.
Under the leadership of newly appointed Managing Director Eddie Shepherd, previously CEO of Clintons, Kenji is set on navigating the competitive market. Shepherd highlights that the company’s decade-long advantage in its niche market is now being challenged by similar brands like Miniso and Søstrene Grene. This competition has driven Kenji to adopt innovative strategies to maintain its market position.
Kenji’s current portfolio consists of 10 stores, most of which are situated in the North of England, such as in Manchester and Birmingham. Despite having fewer locations compared to rivals, Kenji benefits from its substantial presence within 118 HMV stores and numerous Clintons outlets across the UK. This expansion, part of a £4 million investment, includes the establishment of a new flagship store in Westfield White City by December.
The brand’s expansion plan is ambitious, with projections to eventually establish between 50 and 70 standalone stores. Existing stores are being upgraded, with locations like Warrington and Bury moving to larger spaces and all stores receiving updated designs. These changes are part of the ongoing effort to provide a premium shopping experience and attract customers away from competitors.
Product innovation remains a priority, with plans to explore new categories such as paper goods and beauty products. Seasonal offerings, particularly during Halloween, have already shown significant sales increases. To support the expansion, Kenji is enhancing its distribution capabilities, with a new warehouse set to quadruple its current operation space, necessitating increased staffing and improved logistics.
Additionally, Kenji is focusing on community building through initiatives like Kenji Club, its loyalty programme, which launched recently and has already increased customer spending. The upcoming Kenjiland app will further engage customers by combining gaming elements with potential shopping features, targeting the brand’s core audience.
These initiatives underscore Kenji’s intent to grow its brand presence significantly in the coming years, leveraging innovative concepts and customer engagement strategies.
Kenji’s strategic store expansion and innovative customer-focused initiatives are poised to elevate its market presence significantly.
