The Entertainer’s collaboration with Tesco is anticipated to significantly boost business growth.
- The Entertainer rolled out toy shops in 861 Tesco stores across the UK and Ireland.
- This partnership has already contributed a 50% to 60% increase in their existing business.
- CEO Andrew Murphy predicts this move could potentially double the company’s business in the future.
- Murphy cites substantial importance on better range planning for sustained success.
The Entertainer has forged a strategic alliance with Tesco, expanding its reach within the UK and Ireland. This collaboration involved establishing toy shop concessions within 861 Tesco stores, significantly increasing the company’s market presence. According to Andrew Murphy, CEO of The Entertainer, the initiative has already augmented their business by an impressive 50% to 60%. Murphy envisions the potential for an even greater impact, estimating that the partnership could ultimately double the volume of their business.
This extensive expansion was completed in October, comprising the delivery of 4.5 million toys through Britain’s largest supermarket chain in a span of eight months. Murphy highlighted the efficiency of their execution process, noting that 30 new concessions were launched weekly over a period of about 25 weeks. Despite these accomplishments, Murphy believes there is still much room for growth, stating that they have “not even scratched the surface of the potential [the partnership] has.”
The partnership agreement was finalised in mid-December last year. This timing posed a challenge, as it limited the opportunity to effectively plan and range the full national Tesco business until around September or October, due to the extended lead time required for toy procurement. Consequently, The Entertainer navigated the initial three quarters of the year by optimising available product ranges.
Murphy and his commercial team are proactively looking ahead, with plans to enhance range planning and address a list of 20 objectives in the new year. By focusing on these critical areas, The Entertainer aims to solidify its foothold in the market and maximise the benefits of its partnership with Tesco.
The partnership between The Entertainer and Tesco is poised to potentially double their business, signifying a pivotal move for future growth.
