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The Entertainer announces new website for improved consumer journey


September 13, 2018

Press Release

The Entertainer, the fastest growing, independently-owned multichannel toy retailer in the UK, is excited to announce the launch of its new and improved website,, which aims to streamline the consumer journey for a better experience.

Having announced earlier this year a 30% sales increase on its online platform1 and with its web sales set to triple over the next five years2, The Entertainer has made several changes to its hugely popular website to support its continued growth.

This includes a more refined consumer journey for faster shopping, improved performance to support with increasingly high levels of traffic, especially during peak seasons such as Christmas, and a new predictive search engine for ease when locating products. In addition, the updated website now closely reflects the branding found in store and allows shoppers to view products by the same categories such as action toys and figures, dolls and soft toys, and arts and creative play making the search for the latest toys and trends a simple one. What’s more, with almost 80% of The Entertainer’s web traffic coming from mobile users, the website has been designed with a mobile-first approach to enhance browsing on tablets and phones.

Talking about the launch, Steve Moran, Online Product and Conversion Manager at The Entertainer comments, “We’re committed to reviewing the way our customers shop with us to continually improve their experience which is why we’re very excited to announce our new and improved website. We hope through the changes made to inspire our customers with our wide range of toys while making it easier than ever to find and buy toys.”

Paul Lynch, Area Vice President & Managing Director EMEA of LiveArea, the global commerce services provider that developed the site, adds, “The Entertainer is an amazing British retail success story. LiveArea is proud of our partnership and our role in delivering innovations to grow sales and enhance the brand’s customer experience through the launch of their new ecommerce store on SAP Hybris v6.”

For more information about The Entertainer, please visit

About The Entertainer

The Entertainer was founded in 1981 in Amersham, Buckinghamshire by husband and wife team, Gary and Catherine Grant, who instilled the driving force and mission; to be the best-loved toyshop – one child, one community at a time. Today, it continues to be a privately-owned company and is renowned for being the largest independent toy retailer in the UK with a total of 145 stores.

As well as a strong High Street presence, The Entertainer has a successful website platform ( which offers a 30-minute click and collect service and has 22 million visits annually and growing. The Entertainer is also recognised for its charitable giving. Each year it tithes 10% of its net annual profit to charity, in addition employees are encouraged to donate directly through Payroll Giving. The Entertainer is also an active member of the Pennies scheme, the digital upgrade of the traditional charity box, which enables customers to donate a few pence to charity at the point of sale when paying by card. On average, this generates £5,000 of customer donations to Children’s hospitals each week. The Entertainer currently employs over 1200 staff across the stores and a further 160 in the Head Office in Amersham, Buckinghamshire.

About LiveArea

LiveArea is an award-winning global commerce services provider. Our comprehensive portfolio of capabilities combines consulting, strategy, design/UX, technology, and digital marketing to bring commerce to life. For more than a decade, emerging businesses, and leading brands – including 30+ retailers ranked among the current Internet Retailer 500 – have turned to LiveArea to grow and transform their B2C and B2B commerce channels. A PFSweb business unit, LiveArea has offices in Dallas, Seattle, New York City, Raleigh, London, Sofia, and Bangalore. For more information, visit

1The Entertainer’s online platform, reported a 30% sales increase in the 12-month period 1st February 2017 to 27th January 2018, compared to the same period last year.
2Based on own predictions




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