The Entertainer releases bold Christmas figures

Lewis Tyler

By Lewis Tyler

January 10th 2012 at 6:35PM
The Entertainer releases bold Christmas figures

The toy specialist increased its total sales by 28.8 per cent over the Christmas period.

The Entertainer has started 2012 by revealing record-breaking Christmas sales figures and plans for expansion.

In the five weeks to December 31st, like-for-like in-store sales were up 4.7 per cent. Online, The Entertainer saw its sales increase 36.7 per cent - resulting in a cumulative 28.8 per cent improvement on Christmas 2010.

For the 48 weeks to December 31st, total company sales rose by 22.1 per cent with a 6.2 per cent rise over the same period in 2010.

Gary Grant, founder of The Entertainer, said: "We're extremely pleased with our record-breaking performance over the Christmas period.

"Many commentators have predicted the decline and eventual death of the high street, but our results show there’s still customer demand for what we do. We don’t have a magic formula for this success, but we are passionate about creating an exciting shopping experience for customers and at every level of the business our team is dedicated to making that happen."

In 2011 the entertainer opened 12 new shops and has plans to open a further 12 this year. The store portfolio currently stands at 65.

"As a result of our expansion plans we anticipate the creation of 750 new jobs over the next five years," Grant said.

He added that the retailer’s reluctance to participate in the Christmas price war was one of the reasons for last year's sales success.

He said: "Not only did we see a 10.1 per cent increase in like-for-like sales, but we resisted the panic discounting used by many of our rivals and as a result we expect to see significant year-on-year profit growth."