The Entertainer invests £1m to create new flagship at Bullring

ELC to open concessions in M&S
// The Entertainer invests £1m to revamp its Birmingham Bulling regional flagship
// The 9000sq ft store features new flooring, lighting, interactive areas and a shop-in-shop

The Entertainer has invested £1 million to refresh its regional flagship store in the Bullring, Birmingham.

The toy retailer’s 9000sq ft store, which reopened after lockdown on June 15, features new flooring, lighting and other refurbishments works, such as interactive areas and “immersive spaces” for toy brands such as Lego, Barbie and Peppa Pig.

The regional flagship also includes The Entertainer’s very first Early Learning Centre shop-in-shop, complete with a dedicated team.


As with all other retailers, The Entertainer’s revitalised store has social distancing and crowd control measures in place, and screens have been placed at all checkouts.

“We are delighted that the doors to our newly refitted Bullring store are now open and that our customers can finally enjoy the store following the lockdown period,” The Entertainer chief executive Gary Grant said.

He added: “The store also has our first Early Learning Centre shop-in-shop, with a dedicated team of product experts to assist you with any questions you may have about supporting children’s early year’s development through play.

“We have worked with the Hammerson design team to create a toy store that will delight children and bring a new experience to the Bullring.”

Bullring general manager Stephanie Lacey said: “The fact that a brand like the Entertainer has decided to invest in Bullring really demonstrates its continued popularity as a flagship destination,”

“After the past few months, we know the new store is going to be a real hit with our customers, and we’ve already seen lots of our youngest shoppers visiting the store to pick up something new.

“During this time we are working with all retailers, including The Entertainer, to ensure visitors can shop safely and within all the latest guidance from the government.”

Click here to sign up to Retail Gazette‘s free daily email newsletter


Please enter your comment!
Please enter your name here