Jenny Bartlett, Group Head of Operations at the department store, explains what sparked the opening of a new dedicated toy department
Norfolk department store Bakers & Larners of Holt has opened a new dedicated toy department. In the July issue of TnP, Group Head of Operations Jenny Bartlett explained what sparked a more committed investment into toys and games, how the range was developed, and what’s resonating most strongly with customers.
“We wanted to create a destination that encourages creativity, learning and quality time for all ages, while also complementing the wider values of our store,” she said. “The new department allows us to offer a carefully curated range of products that feel both engaging and unique, with an emphasis on quality, discovery and fun.”
The department now includes products from a range of suppliers, including Gibsons Games, Orange Tree Toys, Ginger Fox Games, House of Marbles, Warmies, Bon Ton Toys, Steiff, Hippychick, Big Potato Games, S-c Brands, ChunkiChilli, and Bookspeed.
Curating the range required extensive planning and research. The buying team took a long-term approach to sourcing ranges and identifying suppliers that aligned with the store’s customer base.
“Our buying team spends a lot of time researching online and visiting other stores to get a feel for what brands offer, and then slowly pieces together how these will come together,” Jenny added. “Often there are suppliers we first met up to three years earlier, whose ranges are revisited.”
Read the full interview below:
