The Entertainer welcomes Geoff Sheffield

He joins as buying director as the business targets future growth

Written by Georgie Dobie

Posted 04.06.2020 | Retail

The Entertainer welcomes Geoff Sheffield thumbnail

The Entertainer, the fastest-growing, family-owned high street toy retailer in the UK, has appointed Geoff Sheffield as its buying director. Sheffield has a wealth of experience that will be hugely valuable in supporting the growth agenda of the business in an ever more complex and changing global market.

The move comes as Stuart Grant takes up his new role of group sourcing director, Geoff will lead the buying function and coordinate the buying activities for all UK and International stores, partners and channels and work closely with Stuart on the group sourcing agenda and support their own label sister company, Addo. 

Sheffield spent 15 years at Russ Berrie UK a global leader in plush/gifts, with five years as director of international sales. From there he moved to Dubai and joined the board of RM Retail as buying director (owners of Hallmark franchise and The Toy Store retail chain), helping to develop The Toy Store brand and curating an extensive private label programme. Returning to the UK he set up HeyBear Consulting to support companies with their international sales and buying strategies and worked as VP of sales for UK, Eire and the Middle East for MTW Toys, exclusive distributors of Thinkway Toys.  

Gary Grant, founder and executive chairman of The Entertainer, said: “We’re delighted to welcome Geoff to The Entertainer family. Geoff’s knowledge and experience of the industry will help lead our excellent team of buyers and will further strengthen our offering both domestically and internationally.   

“Geoff will co-ordinate the alignment of our global strategy and ensure we are servicing each of our markets with the right product for the customer. There are challenging times ahead for all, but we’re delighted that Geoff has joined us at a time where his expertise will support our continued growth plans”. 

Geoff Sheffield, buying director, said “I’m delighted to join the team at The Entertainer and bring the knowledge and expertise I’ve gained over the years to support the ambitious growth plans of the business. Having worked with the team at The Entertainer for several years now, I have always been impressed by their reactiveness to opportunities and their ability to get ahead of trends, offering customers the product they want at a price they want to pay for it.  

“With the business growing rapidly overseas following the acquisition of Poly in Spain and the Early Learning Centre brand, as well multiple new franchise partners, there is considerable opportunity for the business despite the ever-challenging retail landscape. I’m really looking forward to navigating these waters with such a strong team to support me as we continue to adapt, evolve and grow the business.” 

The appointment of Sheffield also follows the departure of John Driscoll who spent two years with The Entertainer. Gary Grant said: “John was a great support with the integration of Early Learning Centre following our acquisition of the brand from Mothercare and was integral in setting up the teams required to support the brand and our partners. We thank John sincerely for his hard work and commitment during his time with us”. 

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