RETAIL
OPINION
Talking retail
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TnP loves to hear your views. This month we ask retailers about trading and preparing for the all-important Q4
Sam Muxworthy Founder Love From Aunty Cirencester Gloucestershire
Tell us about Love From Aunty. It’s an online children’s gift shop. When I lived overseas, I found finding nice things to send to my UK-based nieces and nephews a challenge. I once accidentally bought a counterfeit toy on Amazon. It was so embarrassing - especially with my 20 years of buying and merchandising experience! So I created a gift shop where everything is gift wrapped, and a tracking number is sent to the purchaser so they know when it’s delivered. Gift notes are included so no more ‘did someone send me something nice but didn’t put their name on it?’ Facebook posts. Plus, no prices on the packing list. I also only stock great products, with new items added daily to keep it fresh. I’m delighted with how popular it has become and how supportive my suppliers are.
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More gift than toy: lovely things that are fun to browse. My core product categories are plush, wooden toys, arts & crafts, and books. I have 55 brands from 28 suppliers. Key brands are Moulin Roty, Tender Leaf Toys and Wilberry Toys. How has trading been for you?
I’m tiny compared with others so it’s less of an issue for me. Plus, with online, if something is out of stock I can just buy into another product. I don’t have to worry about planograms and shelf sizes! There are so many 'out of stocks' with my suppliers currently on key lines, but they’re all telling me the issue will be sorted by Q4. I can’t buy heavily into stock due to cash flow and storage constraints. I’m relying on my experience to get me through and end up with the perfect stock package!
There are so many 'out of stocks' but my suppliers are telling me the issue will be sorted by Q4
I’m such a new business - launching in September 2020 – so I don’t have previous years to compare to. As I get more established, I’m finding sales grow every month. I didn’t notice any difference when non-essential retailers reopened. Good weather and school holidays have a much more noticeable (negative) impact on my trade.
What’s your favourite toy and game of all time? LEGO, obviously. It transcends age and decades: it’s just as great now as it was 50 years ago. I do my own builds yet can also play happily with my five-year-old nephew. When I worked for LEGO Certified Stores in Dubai, I’d spend weekends building huge models for the stores, so I got to play with really expensive sets. Best hobby ever. My favourite game is Articulate - my sister and I are unbeatable!
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Describe your range.
What are your thoughts on ordering stock for Christmas?
What’s selling well? Plush accounts for 50% of my trade. I have one soft toy that just flies out. I once had 14 orders in a row just for this one item!
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toysnplaythings.media 06/07/2021 13:07
