The Entertainer expands into India through Reliance Brands partnership

The UK’s family-owned high street toy retailer, The Entertainer is on the path for global expansion, having secured a deal to open its first store in India’s Mumbai, to be followed by an aggressive store roll-out across the country.

to embark on the new venture across the territory, The Entertainer has partnered with Reliance Brands Limited.

The brand started in 1981 and is currently the largest family-owned chain of toy shops in the UK, with a total of 172 stores. Its partnership with Reliance Brands is part of The Entertainer’s strategy to tap into the booming Indian market.

It will bring to the country a selection of action toys and figures, soft toys, art & craft sets, games & jigsaws, outdoor toys, collectible toy items and more, including their private label brand Addo.

 Gary Grant, co-founder of The Entertainer, said: “We’re delighted to announce our partnership with Reliance Brands Limited, bringing The Entertainer to India. We believe that our community based stores, offering the very best brands and licenses at fantastic value price points, are a great fit for the market. 

“India is a key priority as we continue our international expansion and Reliance Brands are a highly professional and dedicated team with extensive retail knowledge and experience. We’re looking forward to working with them and to bringing all the fun of The Entertainer to India.”

 Kinjal Shah, group vice president of Reliance Brands Ltd, added:We are thrilled to be introducing The Entertainer to India. The Indian toy industry is growing at a healthy pace and is currently missing a retailer with a next door ‘community led’ shopping experience, a gap that The Entertainer can fill effortlessly along with their exceptional in-store experience and strong Omni channel strategy.

“Additionally, the unique proposition of The Entertainer will be their value price points across diverse multi-brand assortment, with a very strong private brand play.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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