The Entertainer enjoys a strong first quarter

Total sales up 41 per cent as expansion plan continues; New website coming this summer.
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After record-breaking Christmas sales and being named Toy Retailer of the Year at the Toy Industry Awards, The Entertainer has announced more success in the first quarter of 2012.

The retailer's online sales in the 13 weeks to May 5th soared by 89 per cent compared to the same period last year, while physical sales were up 11.9 per cent.

Total company sales for the quarter climbed 41 per cent.

The company is further investing in its multichannel offering, with a new website due to be unveiled this summer.

The Entertainer said the performance significantly exceeded its targets and store staff were rewarded with more than £80,000 in bonuses - the biggest quarterly pay-out in the company’s history.

It’s the fifth consecutive quarter of like-for-like growth for the company.

A dozen new stores began trading in 2011 and a further 12 are on schedule to open this year, bringing the company’s total portfolio to more than 75 stores.

Grimsby and Jersey - the first of 2012’s new openings - are already thriving, and branches in Kings Lynn and Newbury will open their doors in July.

Founder and owner of The Entertainer Gary Grant said: “Buying a toy should be a process that’s full of energy and excitement.

“It should put a smile on the face of the customer and everyone in our business works extremely hard to achieve that.

“If we remember that this level of engagement is what customers want and deserve, there’s no reason why retailers can’t keep those customers coming through the doors - even in difficult trading conditions.

“Everyone remembers their favourite childhood toy and we consider it a privilege to give children an experience that will live with them forever.”

Efforts to provide exciting in-store experiences are increasing at all branches of The Entertainer, with more than 45 visits from popular character costumes taking place during half-term alone.

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