The retailer has announced that it delivered strong sales during the Christmas trading period, anticipating this to continue into the New Year.
In the five weeks leading up to 2nd January, the company posted an increase in total sales of 15.7%, with 23rd December being the largest trading day during the period. Against strong comparatives, like for like sales grew by 4.9%.
The performance of TheToyShop.com, was also strong being 40% up year on year with sales relating to The Entertainer’s click and collect service rising 29.3% year on year.
Gary Grant, founder and managing director of The Entertainer, commented: “We’re delighted with this year’s results, particularly considering the late start to the consumer buying period. Faced with increased promotional pressure in the category, we held firm to our marketing plans and expect this to have a positive effect on our margin for the period. 2015 was a great year for The Entertainer, marking the opening of our 100th store at the beginning of the year, ending with a total of 18 new store openings, our first ever venture into TV advertising and the relocation of our distribution centre, all designed to underpin our future growth aspirations.”
Post Christmas trade has continued to be strong and the company’s expansion plans continue with a further seven stores already confirmed to open in Q1 of 2016.