The Entertainer

The Entertainer relaunches flagship store with exciting new LED system


Following a period of notable growth, The Entertainer has consolidated its position as the fastest growing multichannel toy retailer in the UK. With year on year profits on the rise by a staggering 37%, the company has stepped up investment into updating its existing stores expanding into new territories.

To mark this latest wave of success, The Entertainer allocated a substantial budget of £700,000 to refurbish its flagship store in London’s Westfield Shopping Centre, in Shepherd’s Bush. Far exceeding its typical quota for lighting refits, the company was eager to make a bold statement with the relaunch of this particular store, reaffirming its core values and its place as one of the leading toy retailers in the UK.

Founder and Managing Director, Gary Grant, comments on the store’s reopening: “It is our ambition that this store becomes not just an engaging place to shop, but an exciting place for children to play too. It is The Entertainer store of the future and puts fun at the heart of the toy shopping experience, whilst supporting our vision of every childhood filled with wonder.”

The role of lighting in retail cannot be understated. Lighting sets the tone, the scene, it guides, it attracts, stimulates and delights – Getting the design to fit the brand, to work for your business, to influence sales, and make a lasting impression takes close collaboration with all parties involved and attention to detail. Dexretail has maintained a long and successful dialogue with staff at The Entertainer and have been the company’s sole lighting manufacturer of choice since crossing paths.

So far, the company has entrusted Dexretail with providing the lighting for 25 stores in the UK and 1 in Kazakhstan with 20 more new stores contracted per year internationally. For its global flagship store, Dextra’s team worked closely with store designers, electrical contractors, visual merchandisers and other contractors for a year to ensure that everything from design to commissioning was to fulfil The Entertainer’s vision.

“They were looking for something unique, fun, engaging and exciting, something Mr Grant described as an “immersive experience for children”