Retail Interview – Totally Awesome – from IT to running a toy store

“We've created a really fun concept that just works”

TnP talks to Aamir Yusuf and Lisa Fox, co-owners of three-strong toy chain Totally Awesome in Yorkshire

What’s your background?

Neither of us come from a retail background. I (Aamir) spent 30 years in corporate IT and, prior to starting Totally Awesome, I was running a multi-million pound IT outsourcing contract. My partner Lisa has spent most of her working life in food and beverage. Before taking a massive leap of faith in Totally Awesome, she managed a busy kitchen.

Why did you decide to open a toy shop?

I've always been a sucker for toys and games - the more unusual the better. I can't help buying cool things. I own more kites than anyone I know! Although there are toy shops on most high streets focused on children's play, I spotted a gap in the market. Our focus is around families having fun together - getting off their electronic devices and interacting.

Our focus is “ around families having fun together - getting off their electronic devices and interacting ”

Tell us about Totally Awesome.

summer 2017 at Hebden Bridge in West Yorkshire with some trepidation - not having the comfort blanket of regular monthly pay cheques but having a gut instinct that it would do well in the town.

A year later in summer 2018 we took on a unit in an amazing historic building called The Piece Hall in Halifax. And in summer 2020 - right in the middle of lockdown when all retail was forced to close - we took on another larger store in York, close to The Shambles [one of the best-preserved medieval shopping streets in Europe]. That's three new shops in three years.

What sets you apart from competitors?

First, the blend of products that we sell. There's no point in competing with Argos or Amazon, so we take care to source products that you don't normally find on the high street; products that inspire and engage. We are very proud that we were the first in the UK to stock several products such as Kluster and Plakks, and we worked hard to line up a distribution channel to source them.

Second, we only stock high-quality products. Yes, of course, we have a complementary pocket money range for impulse purchases. But, for example, our range of remotecontrol cars and quadcopters is backed by a fully replaceable spare parts service. So if a part was to break, it can be fixed for longevity. And our skateboards are all certified skatepark-ready, so will take the hammerings that kids may give them on ramps and rails, and won't delaminate or self-destruct.

Third, our stores are very interactive. We engage with customers in a different way. In each of our stores we have a central demo area running down the middle where products are unboxed. We play games with customers. We allow them to test products such as our skill toys, juggling props, and gadgets, and we have a remote-control car that customers can try. Plus, all our models are on display.

Our customers know us for being different - they regularly discover new products and have fun in the stores. We've developed a strong following and many come in just to hang out