The Entertainer builds global network with plans for stores across Pakistan

The retailer has already established a presence across major cities such as Islamabad, Lahore and Karachi. The expansion will be jointly headed by SEFAM executive director Zain Aziz.
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The Entertainer is once again building its international franchise with plans to open a slate of new stores across Pakistan.

The retailer has already established a presence across major cities such as Islamabad, Lahore and Karachi. The expansion will be jointly headed by SEFAM executive director Zain Aziz.

Talking to The Nation, he said that The Entertainer is the premier destination for toys in Pakistan as it caters to the demand for high quality toys and official merchandise in Pakistan with leading global toy brands.

With over 30 years of retail experience, he said the SEFAM Group decided to bring the UK’s favourite toy retailer to Pakistan, identifying the need in the market for a proper toy shop.

“Our mission is to be the most loved toy store of Pakistan,” he added. “We will support the efforts of parents and families to create a nurturing environment for their children and help their children reach their full potential.”

The Entertainer aims to capture majority market share for toys across Pakistan with objectives such as maintaining the right kind of stock in its stores, training its staff with in-depth knowledge about products and building on the customer experience via in-store activities and events.

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