Talking Shop And the award goes to… The Toy Retailer of the Year Awards is a landmark event during the Toy Fair season, and not just because of the free pizza and wine at the reception downstairs. Jonika Kinchin and Salma Haidrani spoke to the independent retailers who took home awards at the event on the first evening of Toy Fair.
Winner – Specialist Multiple (up to 30 stores)
SMF Toytown Brian Simpson, Manager When we won this same award back in 2013, it finally felt like the industry was realising that we were a serious toy retailer. Alan Simpson, who started the business in 1979, was an agent then and known for wheeling and dealing in clearance, and it is only over the last few years that people have begun to understand that what we do here is run a very good, core toy retail business. To be honest I wasn`t surprised at all when we were nominated for the award by the panel of judges. We have worked so hard every year to continually improve what we do, and I think we have really made an impact with our customers and suppliers, through supporting them and realising that when we work as a partnership, it is the best way for everyone. We are finally at the level where we run an efficient business that puts the customer at the centre of everything we do, and that is worthy of recognition, so I’m very proud. When our name was called at the ceremony, I felt pretty calm. I really felt like we were the best in class within our category. I don`t want to take anything away from anyone else, there are many good retailers out there. I know what we do, and how hard we work and our sales figures (we were 10% up against the previous year, with no sacrifice in margin) prove that we had what people wanted, and were competitive in what was a ridiculous year of discounting.
We have started this year well and are currently over 15% up against last year, so I am fairly sure our customers have reacted to the award win in a positive way. I don`t think of the award as something that we need to market in any way; as long as we keep getting the basics right, and improve on what we did the previous year, that will speak for itself as far as our customers are concerned. 2016 was a very strong year for us, but also extremely difficult. With the ridiculous price cutting that went on, as well as a steep decline in the exchange rate post Brexit, it made for a very tough year but we have come through it in a good position. Having 25% more stock than we finished with at the end of 2015 will, to some extent, ease the pain of the domestic price rises. This year has really kicked off well in our core market, collectibles. We sell high volumes of these ranges: Shopkins, Num Noms, Lego Minifigures, Mashems & Fashems and Paw Patrol have all been great so far this year. I am also extremely excited about the LOL surprise dolls from MGA which are due in soon; this range looks very promising and I’m looking forward to seeing how customers will react. My main aim this year is to get our margin up. This is a conversation that we have had with most of our suppliers already this year, but it is so important to sell goods AND make money while doing so. Also, we will be cutting up to 1,500 lines from our current offering to ensure we are consolidating our ranges. If I can do that and keep sales figures at the level they were in 2016, I will be a very happy man.
Toy World 29