The Entertainer profits rise £5m as store count exceeds 80

Toy retailer plots further ambitious growth; check out all the facts here.
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UK chain The Entertainer revealed it generated profits of £5 million during 2012 - a rise of 85 per cent year-on-year.

The retailer also revealed it now has a store count of more than 80 at its stakeholders conference yesterday, with further growth planned.

It opened 14 new shops last year and is shortly opening outlets in Plymouth and Leamington Spa, with another 12 stores to come later in 2013. Last year MD Gary Grant told ToyNews it wouldn't surprise him if the chain could "successfully have" 200 shops eventually.

Grant said: "Last year was our best ever trading year. We are pioneers and were not afraid to stay one step ahead of the game."

Grant also revealed he has no plans to float the business - or retire.

The chain said its mission is to be "the best loved toyshop - one child, one community at a time".

The Entertainer: Facts and figures

  • The Entertainer currently has a 4.6 per cent share of the UK toy market - the seventh largest in the UK - putting it one space behind Early Learning Centre
  • It currently employs over 1,000 members of staff
  • 9,000 pieces of retail are planned throughout 2013
  • Last Christmas, The Entertainer's website peaked at 8,000 visitors per hour
  • Its Net Promoter score is 57 per cent year-to-date (the retail average is 25 per cent). Net Promoter is a tool used to measure how customers rate a business.
  • It has 8.6 per cent market share for Moshi Monsters toys in the UK
  • Total capital expenditure last year was £6.5m. £700,000 was spent on multichannel, £5.6 million on stores and £200,000 on other initiatives.
  • 10 per cent of the chain's profit goes to charity. £500,000 was donated last year.
  • Since 2011, The Entertainer customers have donated £308,000 to charity using the retailer's Pennies scheme, which allows customers to choose to round their payment up to the nearest pound.



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