Interview
Value and variety Toy World spoke to John Flitcroft, head toy buyer at Poundstretcher, to find out what role toys play in the store’s product offering How many stores does Poundstretcher have in the UK? We have 400 stores all across the UK and are looking to expand over the next few years. How has trading been for Poundstretcher in 2014? Sales from the Toy category have been very encouraging this year, with our summer range performance being our best in recent years. This Christmas is also looking good so far. How important is the toy range within Poundstretcher’s overall product mix? Do you increase the amount of toys you stock in the run up to Christmas? How much space is given over to toys in Poundstretcher? Toys play an important part within Poundstretcher and our ranges are very much tied to seasonal trends. We have a strong presence in store of swimming pools, sports equipment, bubbles, balls and outdoor games during the spring and summer seasons. Once the summer season ends in early September, we significantly increase the range in stores by 400% to display our full Christmas offering of dolls, infant toys, plush, board games, puzzles and much more. What have been you bestselling lines in 2014? Our bestselling item was our Foam Ball Target Game, which has surpassed all our expectations this season. Other big successes this Christmas are our range of Science Sets, Vehicle Transporters and our Life Size Princess Doll. We also have a great range of infant & traditional wooden toys.
How much of the toy aisle consists of FOB merchandise? A large proportion of our range is bought FOB as this allows us to get the best prices and pass this value on to the customers. It also allows us the flexibility to develop our own exclusive ranges.
Where does Poundstretcher see itself fitting into the overall toy retail sector? There is a lot of competition at the moment as supermarkets & larger retailers lose customers to the discount sector. Our aim is to offer great toys at great prices, ensuring the value for money people expect from Poundstretcher.
How much is domestic and how much is taken by specials and clearance lines? Buying domestically is always important, for both long term buying and the occasional infill. Clearance deals are also important and something I will always look at if the product, price and timing are right. How important are brands & licensed product within the product mix? Licensed Products are very important as they help drive customer footfall into the store, and shape the trends across whole ranges, both in toys and other areas of product. This is an area I am keen to grow within the Poundstretcher range.
John Flitcroft
Toy World 90