Whirligig nails expansion with 'make and do' success

The Brighton-based toy shop aims to have a network of stores across the region, offering children a traditional alternative to the offering of big name retailers.
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Indie retailer Whirligig is expanding across the South East, with the successful launch of a second store and plans to open a third before Christmas.

The Brighton-based toy shop aims to have a network of stores across the region, offering children a traditional alternative to the offering of big name retailers.

Whirligig opened its doors in October 2012 when Peter Allinson noticed a gap in the market to deliver ‘unique, traditional toys’ such as wooden‘make and do’ kits, model making and more to kids aged five to 15.

In October 2014, Allinson opened a second Whirligig branch in Chicester, where local reaction has reportedly been “phenomenal”.

“We found the location right in the city centre, there is nobody doing what we are doing here and the reaction has been absolutely amazing,” Allinson told ToyNews.

“We want to build a small network that really focuses on quality toys, and with any new stores we open, we will absolutely maintain that Whirligig theme.

“We work with lots of small suppliers, start-ups and one-man bands, and seek out unusual brands to sell.”

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