The Entertainer (retailer)

The Entertainer (Amersham) Ltd
Limited company
Industry Retail
Founded 1981
Headquarters Amersham, England
Number of locations
 144[1]
Key people
 Catherine and Gary Grant (Co-founders)
Website www.thetoyshop.com
The Entertainer, Southside Wandsworth, London

The Entertainer (Amersham) Ltd. is the UK's largest independent toy retailer, which operates 144 stores. The company was founded by the husband and wife team Catherine and Gary Grant in 1981, when he purchased a local toy shop in Amersham, Buckinghamshire, England.

History

The Entertainer began when the Grants took over The Pram and Toy Bar located in Amersham, Buckinghamshire in early 1981. The shop was renamed The Entertainer in May that year. In 1985, they purchased their second shop, located on The Broadway in Beaconsfield. In April 1991, ten years after the acquisition of the toy shop in Amersham, the chain opened its third shop in Slough, although this has since closed. The company then underwent massive expansion and, by 2001, the chain had opened its 25th shop, located in the Victoria Centre in Nottingham.

Store details

Branches of The Entertainer opened before around 2002 generally have a red fascia with a Times font bearing the name 'The Entertainer', often alongside the legend "[location]'s Toy Shop" (e.g., Amersham's Toy Shop), usually in areas where The Entertainer has the largest all-round toy shop presence. Stores from this period characteristically had a 'shopping aisle' format with one or two large open areas for demonstrations or stacks of products during busier periods. This format has now been discontinued. The flagship store bearing this format is the Coliseum store.

In about 2003, a new store format was devised in an effort to modernise the chain with the opening of the new flagship store in the Bull Ring in Birmingham. The company's primary colour was changed from red to blue, with the company's name now inscribed in the font 'VAGRounded'. Stores now have a more complex layout with false protruding walls and curved shelving gondolas. New stores often have the company's new slogan 'Mad About Toys' inscribed on the store's fascia.

Stores from the pre-2003 era are being refitted and relaunched on a needs basis (stores considered to be more run-down are given preference), the latest (as of August 2007) to complete the change has been the Nottingham branch. Stores are often given brighter lighting and new 'unified' signage that runs all the way around the store, along with the new company fascia. The latest store to open was the Torquay store, the Grand Opening of which was on 4 July 2015.

Its is also in the Grosvenor Centre in Northampton

Christian ethos

Gary Grant describes himself as a "charismatic evangelical" Christian. Hence, unusually for British retailers, The Entertainer retail locations do not open on Sundays. The business does not sell products deemed to have a connection to the occult, including Harry Potter merchandise. Toy machine guns are not stocked, although toy firearms of other kinds are sold.[2]

The Grant Foundation

The Grant Foundation is The Entertainer's charitable wing. In line with biblical practice The Entertainer tithes its profits. In 2002 alone, The Entertainer donated £100,000 to several children's charities, including The Toybox Charity, a charity for which Gary Grant was a trustee, which supports street children in Guatemala.

In 2005, The Entertainer launched its own Charity Wristband Partnership with 15 charities raising over £300,000 for a range of different causes.

Other charity fundraising

In August 2011, The Entertainer switched on Pennies, the electronic charity box in all of its stores, allowing its customers to round-up their purchases and donate the change to charity. It was the first high street shop to do so, joining Domino's Pizza, Zizzi Restaurants and Travelodge. Since its inception, The Entertainer state that Pennies donations have now totalled over £1.7m.[3]

References

  1. ↑ "About The Entertainer". The Entertainer. Retrieved 10 October 2017.
  2. ↑ "An open and shut case: Meet the toy-shop entrepreneur who puts Christian values before profit". The Independent. 22 December 2013. Retrieved 2 January 2014.
  3. ↑ http://www.thetoyshop.com/charity
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