Day in the life: toy shop

Playlounge is the brainchild of founder Aidan Onn, who founded the shop in 2003. It was one of the country's first collectible toy shops, and has been a resounding success. In this trade guide, Aidan takes Smarta users through a typical day in his retail environment.

Aidan talks about how his business has evolved since it was first founded from sourcing toys mainly from Japan, to expanding to America and other countries across the world. He goes through how he chooses staff and explains why academic qualifications aren't everything.

Onn also gives expert advice on dealing with an expensive premise and how it affects profit margins and speaks of his experience with selling specialised products and why retail is hard in London. The founder of Playlounge had to sell his house in order to start up and he refers to his business plan and the importance of market research and providing high quality customer service. Aidan also touches on web site development, mail order and dealing with a diverse customer base.



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