The Works has boosted its toys, crafts and book ranges in recent years, refreshed dozens of stores, as well as delisted from the main stock exchange to save on costs and deliver value for customers. It is part of the strategy to establish itself as an affordable retailer providing entertainment for the whole family.
In a wide-ranging interview with the Retail Gazette, The Works CEO, Gavin Peck, said that the retailer has been revamping its core crafts and toy ranges in recent months, which has seen the introduction of well-known brands including Crayola, Peppa Pig and Squishmallows to some of its stores. Lego is also on the wish-list, though “the margins on that are really tight.”
“The Works CEO, Gavin Peck, said that the retailer has been revamping its core crafts and toy ranges in recent months, which has seen the introduction of well-known brands including Crayola, Peppa Pig and Squishmallows to some of its stores”
The company has used its bigger stores to trial new products and range extensions that are then introduced to the rest of its estate if they land well with customers.
Peck said the business has also started releasing “more trend-led” crafts. With a stronger product offer, it is looking to promote its new strategy with the launch of its ‘Time Well Spent’ tagline that launched before Christmas and focuses on promoting screen-free fun.
Peck mentioned that there are positive results from the new tagline, explaining that one of its newsletters featuring the term ‘screen-free activities this half term’ delivered a 70% uplift in revenue compared to a generic ‘February half term, big brands for low prices’ one.
