The Entertainer announces partnership with Reliance Brands in India

Published on: 23rd January 2020

The master franchise agreement with Reliance Brands will see the opening of several The Entertainer stores in Mumbai in the first half of 2020.

The Entertainer and Reliance Brands Limited (RBL) are pleased to announce that they have signed an exclusive long term agreement for the entry of The Entertainer in India. The master franchise agreement with RBL will see the opening of The Entertainer stores in Mumbai in the first half of 2020 followed up by an aggressive store roll out plan.

The brand started in 1981 and is currently the largest family-owned chain of toy shops in the UK with a total of 172 stores. This partnership with Reliance Brands is part of The Entertainer’s strategy to tap into the booming Indian market. It will bring to the country a selection of action toys & figures, soft toys, art & craft sets, games & jigsaws, outdoor toys, collectible toy items and more, including its private label brand Addo.

Gary Grant, founder and executive chairman of The Entertainer, said: “We’re delighted to announce our partnership with Reliance Brands Limited, bringing The Entertainer to India. We believe that our community based stores, offering the very best brands and licences at fantastic value price points, are a great fit for the market. India is a key priority as we continue our international expansion and Reliance Brands are a highly professional and dedicated team with extensive retail knowledge and experience. We’re looking forward to working with them and to bringing all the fun of The Entertainer to India.”

Phil Savage

Kinjal Shah, group vice president of Reliance Brands added: “We are thrilled to be introducing The Entertainer to India. The Indian toy industry is growing at a healthy pace and is currently missing a retailer with a next door ‘community led’ shopping experience, a gap that The Entertainer can fill effortlessly along with their exceptional in-store experience and strong Omni channel strategy. Additionally, the unique proposition of The Entertainer will be their value price points across diverse multi-brand assortment, with a very strong private brand play.”

Speaking exclusively to Toy World about the deal, The Entertainer’s director of international, Phil Savage, said: “This is the biggest and most exciting international deal we have signed so far. The plan is to open up to 18 stores across India over the next 18 months, largely in mall and high street locations in key cities such as Delhi, Mumbai and Bangalore. The deal has been in negotiation for a long time – long before I started here – and we’re delighted it has now come to fruition.”


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