The toy department at Jarrolds in Norfolk is thriving. We spoke to Toy Buyer Lauren Eves to learn why – and what’s next
With deep local roots and a finger on the pulse of national trends, the toy department at Jarrolds in the Norfolk city of Norwich is thriving. Toy Buyer Lauren Eves spoke to TnP Retail Editor Clare Turner to discuss how heritage, flexibility, and creativity drive its success.
“Mid-year, we underwent a floor reshuffle that placed the toy section at the centre of the floor, directly opposite one of the store’s busiest restaurants,” Lauren said. “This prime location has significantly boosted visibility for our department, which is a great added bonus.”
As well as a shop floor shuffle, the retailer also doubled down on creating reasons for customers to visit, and experiences with beloved toy brands.
“This year, we’ve celebrated some truly special events alongside our amazing brand partners, from a Meet the Maker workshop with Steiff to a Sylvanian Families 40th Anniversary Picnic Party,” Lauren said. “Working hand in hand with our in-house hospitality team, we served up quality food and drink to complete a full 360-degree experience for our guests.”
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