The toy shop was voted one of the UK’s best retailers by consumers, alongside Lush and Savers.
More than 10,000 shoppers were quizzed by Which? to get the survey results. The resulting scores are based on two questions: how satisfied customers are with a shop and how likely they are to recommend it to a friend.
Smyths Toys did not make last year’s top 10, but scored a very strong 81% this time around.
In a post on LinkedIn, Smyths commented: “We are delighted to have been featured in the latest publication of Which? Best & Worst Shops for 2018, coming in at joint first place for our ‘friendly and cheerful staff, and great range of toys’.”
Two of the retailers in the survey, Toys R Us UK and Maplin, had already gone into administration by the time of publication – but not before Toys R Us and Babies R Us were ranked joint 95th, only five places away from becoming the worst in the country. In April, Smyths announced the acquisition of Toys R Us’ operations in Germany, Austria and Switzerland, which will allow it to add a further 90 rebranded stores and on-line operations in the three European countries.
For the eighth year in a row, WH Smith was ranked in the bottom two of the survey. Customers complained the shops were out of date, products were expensive, and staff were rude.