Menkind acquires rival Red5

As part of the acquisition, Menkind intends to retain Red5’s existing stores, warehouse and offices, as well as its 220 staff.
Publish date:
Social count:

Menkind, the UK’s leading multi-channel niche gifts and gadgets retailer, has acquired the Hull-based consumer gadgets brand RED5.

As part of the acquisition, Menkind intends to retain Red5’s existing stores, warehouse and offices, as well as its 220 staff.

Red5's original founders, Jonathan Elvidge and Joth Baron, will remain actively involved in the business during the transition period, as consultants to the management team.

“We are delighted to have acquired Red5, which has huge credentials within the gadgets arena, and until now was a main competitor of ours," said Paul Kraftman, chief executive and founder at Menkind.

“Both Menkind and Red5 have distinctly different propositions and customer bases, which each brand owns within its section of the market. Whilst Red5 tends to attract younger buyers, Menkind’s wider gifting range appeals to the more mature customer. We feel this acquisition is key to the continued growth of Menkind, and anticipate it helping us to increase our market share and accelerate our expansion.

“Our vision is to be the brand leaders in our niche markets, increase our store portfolios in the UK and expand internationally. We feel, with the acquisition of Red5, we can confidently achieve this with both brands.”

Jonathan Elvidge, founding director at Red5, added: “We are thrilled that Menkind has acquired Red5 - it was previously a competitor that we have had tremendous respect for, and we are delighted to come together in this move.

"We feel this acquisition will help to cement the future success of the Red5 business, and that both companies will benefit from additional support, resource, sector experience and expertise as a result.”

At the end of the 2015 financial year, Red5 reported an 18 per cent sales growth, a turnover of £18 million and pre-tax net profits of £1.3 million.

The acquisition will see Red5 and Menkind both continuing to operate as separate brands, with Menkind leading in the niche gifting space, and Red5 continuing to focus on gadgets. 

Red5 currently has nine permanent UK stores and four concessions in Hamley’s and Selfridges, in addition to a number of pop-up stores, and also sells product via its website and via wholesale to stores including Boots, Argos and John Lewis.


VTech acquires LeapFrog for $72m

"The acquisition will allow us to offer the broadest portfolio of products that enhance the education and development of children,” said Allan Wong, VTech’s chief executive officer.

PlayMonster acquires Automoblox

"With Automoblox, we’ll continue building on their vision to innovate the vehicle category, and empower fans to mix-and-match their way to customisation,” said Bob Wann, chief playMonster of PlayMonster.


Magnetic rivals head for court

Magnetic toy specialist Plastwood is taking Mega Brands to court, claiming it ruined the magnetic construction toy market after its Magnetix brand was blamed for causing the death of a young child and injuring others.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.