Indie Retailers To Stock ELC Toys?

21st December 2011

Following the Peterkin joins up with Early Learning Centre article from Toys 'n' Playthings yesterday, we surveyed the nation's independent toy retailers to get their reaction.

We asked Toy Shop UK listers: Would you consider stocking Early Learning Centre toys? Following 98 responses, the results were:

Yes: 33%
Possibly: 25%
No: 42?

As well as giving retailers the chance to vote, we also invited them to comment. We're very pleased to anonymously publish some of the best ones below.

Early Learning Centre Distribution - Independent Retailer Reaction

"Not unless when they reduce their store prices during a sale they also reduce their wholesale price."

"No, definitely not, I carefully pick my products to avoid having a price war with the big chains. We're independent for a reason."

"Wow! This has caught me off guard and I have to say 'hats off' to the marketing department for this rather smart move."

"For me, it would be a step towards becoming a High Street shop, or put more simply, becoming the Early Learning Centre! This ultimately threatens brands like Papo and Le Toy Van - and I don't support that."

"I'd be worried I couldn't compete with core Early Learning Centre stores that are always heavily discounting from their RRP."

"I find it ridiculous that the Early Learning Centre are now proposing to offer their products to independents - where is the variety in that? Shoppers visit independents to find something a bit different, not to buy the same thing seen over and over again."

"As an independent toy shop it is important for us to have products which are not found everywhere else on the High Street. As they are already in department stores, I don't feel we would benefit from stocking them."

"I think it's a great idea. Early Learning Centre is an established and trusted brand but they will have to seriously consider margins as independents are less likely to stock their products unless a healthy profit is achievable. One to watch."

"My concern would be poor margins and the risk of being undercut if they start discounting. However if there are good items I struggle to source, I would consider them."

"Their products would fit well with our other items but we would only consider it if they drop shipped."

"They have some good products at competitive prices, so as long as they can pass those prices on to the retailers, this will help with competition between the big brands."

"I might consider it, purely because in my area, Early Learning Centre has a stigma attached to it for being expensive/overpriced."

"Why would I stock competitors' products? They have quality issues on most of their toys."

"Early Learning Centre is a great, recognisable brand, so we may be interested in stocking elements of the range. It would very much depend on prices and whether or not they do discounting through bigger retailers. We're really not that interested if they start off with independents and then allow the bigger companies to do silly offers on their products."

"Depends if there is a decent margin and if the product is good enough quality. Nothing wrong with the brand - and the shops are not much competition to me."

"Their local shop closed recently and it was the best thing to happen to our business. We sell more well made and traditional toys and it was frustrating to see people buy their mainly plastic lower quality toys for even higher prices."

"The success of independent toy shops is reliant on providing something different to the High Street. Why offer products that are available in a major retailer when there are plenty of excellent products from other distributors which the majors don't offer?!"

"If they offered good value for money and great play value we would be interested in selling them along with all of our other great products."

"No way. We want to be different and sell toys that are not readily available through larger shops."

"I think the Early Learning Centre have lost their edge over the last 2-3 years and are now neither unique nor particularly interesting."

"There's nothing more annoying when one of your suppliers starts selling their products on Amazon at trade prices or sometimes less! How would an independent store be able to compete when the the Early Learning Centre puts on one of its half price sales? I think suppliers should be suppliers and let the retailers retail."

"Possibly, but I am disappointed with a lot of their products since they dropped their gender neutral approach and insist on pink and blue versions."

"If I had a toy shop in a town with no Early Learning Centre, then I might consider it, but as we trade entirely online I won't be stocking them."

"As an independent toy shop it is important for us to have products which are not found everywhere else on the High Street. As they are already in department stores I don't feel we would benefit from stocking them."