When I Was a Kid unveils ambitious growth plans

Independent is eyeing up more locations after success of opening its second store located in Cambridge.
Author:
Publish date:
Social count:
0

Traditional toy shop When I Was a Kid is looking to expand further, following the success of its new Cambridge store.

Joining its first Wellingborough outlet, When I Was a Kid opened a new shop in Cambridge in November, and owner Paul Warner cites the reaction as “immense”.

“We’ve got the right shop in the right location in the right town,” he told ToyNews.

“When you get compliments constantly and the till ringing through as well, you know you’re getting it right.

“We set a very aggressive target for December, bearing in mind that we had no trading history in Cambridge whatsoever, and we hit 96.5 per cent of that target. We were thrilled.”

As well as the success of the new shop, When I Was a Kid’s website finished 2014 up 400 per cent on the previous year.

Off the back of this, Warner is now contemplating opening more stores in other locations, a move that he believes will also help build up When I Was a Kid as a brand in its own right.

Warner continued: “We’ve got big plans for the company and for the When I was a Kid brand because it can mean a lot of things for a lot of people. Potentially, we could go down the clothing route or foodstuff route, and that’s alongside the obvious branded toys.

“We haven’t got a time scale for it, but there are at least half a dozen other locations that we have identified for more shops.”

In-store experience and customer care are cornerstones to Warner’s approach, and are key to the set up of the new store.

“We’ve created an environment that is truly magical,” added Warner.

“We’ve always been very focused, very tight and very niche. We’ve never gone in for discounting and we’ve never had a sale.

“It’s stood us in really good stead so far.”

Related

3410_mypictr_300x300.jpg

NEWS ANALYSIS: All I want for Christmas

With the Dream Dozen revealed, Lewis Tyler took a look at the Christmas lists published by the big name retailers over the past few months and asked independent toy shops what they thought their top sellers will be this year...

moshi.png

Kids Media Special: Brave New Worlds

Virtual worlds attract millions of kids every month who come to chat, play and learn and has become a fertile ground for getting brands in front of millions of eyes quickly and simply. ToyNews talks to Bin Weevils and Moshi Monsters which both work with toy firms in different ways

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.

Liberty

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.