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.
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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.”



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