Retail Interview – Award-winning retailer Sally Wilde, at Devon’s Planet Sal, shares her success story

Stardustandsmiles

Award-winning retailer Sally Wilde, owner of Planet Sal in Honiton, Devon shares her success story Top

What’s your background? For most of my career, I’ve been a sales rep or agent in the gift, card, and homewares sectors. I worked for some fantastic companies and learned so much from each.

Unfortunately, in my last role I was made redundant. It was very sad as I loved that job. I was feeling a bit fed up and went for a walk around Honiton in Devon. I spotted an empty unit and had a good feeling about it. The rest, as they say, is history.

Tell us about your business. Planet Sal opened in June 2018. It’s in a privately-owned gated shopping court, so the night-time security was appealing. The location is slightly off the high street, which has its advantages and disadvantages. However, most locals find me eventually and I have a lot of lively regulars now.

What do you offer that other retailers don’t? I like to think it’s lots of fun to come into Planet Sal. I always put some funny items in the window and can hear people giggling away. They then come in feeling happy already. And I have a ‘Cheeky Corner’, which is very popular. I hand-pick all my toys, gifts and cards, and try to find something ‘different’. I always attend Spring and Autumn Fairs and try to make Top Drawer, too.

How would you describe your toy range? I try to mainly stock items with a ‘use’, which will be part of someone’s life. In the case of toys, I want them to be used and used, then recycled via other family members or a charity shop, so I go for quality and originality.

When I opened there was a huge toy shop in the town, so I didn’t local Facebook sites. Maintaining the interest of locals is more tricky, but keeping the window displays fresh and always trying to have a reasonable amount of ‘new’ in every month does seem to work.

What do you predict will do well for Christmas? It will be very much about stocking fillers. I always sell loads, but I will be buying a lot more this year. I think a lot of parents will try to give a package of small items, backed up by one single large item.

What’s next for Planet Sal? In June I was absolutely thrilled to win the South West Prestige Award for Best Card and Gift Shop for the second consecutive year. It’s always been my dream to have a second shop. I keep hoping - I will get there!

What’s your favourite toy? It changes quite often, but I do like Cheatwell Games’ Squeeze Poppers. I keep one out to try and it always surprises everyone with its firing range! It can also be used outdoors with a circle, such as a hula hoop: players can compete at different distances to fire the Popper into the hoop.

Sally Wilde

I like to think it’s “ lots of fun to come into Planet Sal ”

expect to stock or sell many toys. My product knowledge was stronger in other categories, so I had to rely on my lovely agents and reps to advise me. I started with about 2sq m.

However, my first Christmas was massive for toys, and I realised I should keep more. Also, the local toy shop closed in 2019, so there was far more demand.

I now stock about 400% more than I started with, from about 10 brands. My key suppliers are Funtime, One for Fun, Puckator, House of Marbles and Cheatwell Games. I carry several small brands too, such as Clockwork Soldier.

What’s selling well? Push Poppers seem to have finally slowed down, but I sell a lot of Fidget Slugs from One for Fun, and animal-themed Squidgy Stress Toys from Boxer Gifts are popular - especially the Stress Hog (hedgehog).

What are your newest arrivals? Fidget Slugs, Poo Puppets, Splat Poos (anything with poo is huge), and Dinosaur Grabbers - all from One for Fun. And children’s books from various sources.

How was trading over the summer? We have a lot of visitors here so I’m very lucky. The heatwave did deter browsers but the weeks in between were good.

Have purchasing patterns changed in light of the cost-of-living crisis? I try to be affordable, but I’ve noticed customers being cautious and always checking prices. I am too, though, when out shopping myself! It’s a scary situation and is bound to affect retail sales.

I’ve paused my loyalty card scheme for new customers, just until I know what my bills will be. I hope to reintroduce it later in the year. ■ Boxer Gifts

animal-themed

Squidgy Stress Toys ■ One for Fun Fidget Slug

■ Cheatwell Games Dino

Squeeze Popper

■ Funtime pocket metal

detector

■ One for Fun SV14181

tractor + attachment

Best

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