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Retail Only Dedicated monthly retail coverage


The Entertainer Dubai to faithfully mirror UK stores


Toy chain puts processes in place to ensure service, layout and customer experience are identical By Billy Langsworthy


THE ENTERTAINER opened its first Dubai store in December, and the chain has ensured it doesn’t stray too far from how its UK cousins operate. The store has ensured the


in-store experience, shop fit and services are exactly the same as in UK outlets. “The person who is in


charge of our training here went over to Dubai for two weeks to train the team in exactly the same way as they have been trained over here,” Rebecca Rees, head of marketing at The Entertainer, told ToyNews. “Our head of store


development has been over there for nearly three weeks making sure the shop fit is to our specifications. I’ve been working with the marketing team in Dubai to make sure everything we do with the look of the store and the point of sale on windows is exactly the same as in the UK.” The only differences include changes to language and products suited to the Dubai market. Rees added: “The only things that are slightly different is that ToyShop.com isn’t on the logo over there as we’re not


Early footfall for The Entertainer in Dubai has been boosted by character visits drawing families into the new store


driving traffic to a UK website.


“The other thing is that in the shop itself, there is some Arabic. On the front of the store there is the Arabic way of writing The Entertainer and as you leave The Entertainer, we always say ‘Thank you for shopping with us’ and that’s been translated into Arabic as well.


“75 per cent of the range


is sourced from a local level in Dubai and with its weather, the outdoor sector is a much bigger opportunity so they have some bikes and so on. “But nothing looks


different about it which is


great because that’s exactly what we wanted to achieve.”


The Entertainer is pleased with the early results since opening, the likes of which


“We’re actually in the


new part of the shopping centre that we’re in, and we’re the only shop in that bit open at the moment. So to get the footfall that


Nothing looks different about it which is great because that’s exactly what we wanted to achieve. Rebecca Rees, The Entertainer


point to more triumphant openings when the retailer expands across the region later this year. “We’ve been very pleased with the first few days of trade,” enthused Rees.


we’ve got from that, along with our character visits has been great with a lot of families visiting. “Saturday is the big day in the UK but in Dubai it’s Friday, so that’s why we did


 News  Data  Opinion


the big opening on a Friday. That was incredibly positive and we’ve had a lot of interest and a lot of visitors and positive comments. “This is the first of many.


Al Owais Enterprises are going to be opening a lot more shops across Dubai and across the whole EMEA region this year, with Abu Dhabi and those countries as well.


“This is our first partner and Al Owais plans to open 45 stores over the next few years in that area and we’re looking to sign other partners across the world as well.”


The Entertainer: 0844 800 5100


ToyNews takes soundings from its Retail Advisory Board on toy industry issues. The current members are: RETAIL ADVISORY BOARD


Stuart Grant, The Entertainer


Fiona Murray-Young, Toys R Us


www.toynews-online.biz


Andrea Abbis, Argos


Brian Simpson, Toytown


Tom Folliot, Sainsbury’s


Marc Dean, Morrisons


Annalise Quest, Harrods


Steph Strike, Asda


Ian Edmunds, Toymaster


Ben Redhead, Firebox


Steven Bradley, Boots


Helen Gourley, Toy Hub


Miles Penhallow, Play-Room


January/February 91


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