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The Entertainer welcomes Geoff Sheffield as buying director

The move comes as Stuart Grant takes up his new role as group sourcing director.

Toy retailer The Entertainer has welcomed Geoff Sheffield as its new buying director.

Geoff (pictured) brings a wealth of experience to the role. He spent 15 years with plush gift specialist Russ Berrie, before moving to Dubai and becoming buying director at RM Retail, helping to develop The Toy Store brand and curating an extensive private label programme.

On his return to the UK, Geoff established HeyBear Consulting to support companies with their international sales and buying strategies, as well as working as vp of sales for UK, Eire and the Middle East for MTW Toys, the exclusive distributor of Thinkway Toys.

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, working closely with Stuart on the group sourcing agenda and support own label sister company, Addo.

“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,” said Gary Grant, founder and executive chairman of The Entertainer. “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 added: “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.”

Geoff’s arrival also follows the departure of John Driscoll, who spent two years with the retailer. Gary added: “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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