Armadillo Toys, an independent toy shop in the Chapel Allerton area of Leeds, an area with plenty of independent retailers, has been established for more than 20 years.
And so much has changed in that time.
“The retail landscape has changed completely since we started,” says owner Lisa Clay.
“Then, there was virtually no Internet and you relied on telephone directories for people to find you. We have had to adapt and change. We used to sell a lot of big items, big dolls houses, train sets, castles, lots of stuff like that. But nobody buys that from us anymore. They will all buy it online regardless of whether it's cheaper or better in store.”
So, in terms of cutting through and carving out a niche against bigger retailers, how has Lisa managed that?
“Like a lot of shop owners you talk to, we try not to sell the things that are sold in the major stores. We select the best quality and value brands, with a range that reflects our 20 years of experience in choosing great products for our customers.”
Although Lisa has built up a loyal local following and is well known in the area, she says you can’t always rely on that.
“Customers and their children grow up and move on. But the area we're in, we're on a busy main street, tons of traffic going past all the time, so people know we're here. To me, though, you must always have a point of difference to make sure people want to come to you. So, customer service is vital. Our huge selection and the choice we offer is our point of difference.”
We offer free gift wrapping for any purchase in store. We give to local schools and charities. I also offer gifts already wrapped and ready for people just to grab and go. They are bagged and ready to go with a birthday card on them, so, if someone wants a gift for a four-year-old, they can just pick up a bag, and it's done.”
And Lisa is clear on why she thinks it’s important for people to support their local independent shops, not only on the Independents’ Day weekend, but all year round.
“I think we may be on a slippery slope down to no shops at all. How long that will take is anyone's guess. So, the fight to keep businesses open is a real one, a genuine one, especially with the growing presence of online.
People can come in here and go, oh wow, this is lovely, and they really enjoy it, the children love it. They buy things because they see them, they like them, they touch them and the value of that actual physical approach to shopping I think is underestimated.”
Chapel Allerton, where Armadillo Toys is based, is a hotbed for great independent shops, with Lisa singling out design-led gift store Chirpy; The Little Bookshop; Rebel and Rose, a gift shop selling handbags, accessories and gifts, and stylish women’s and children’s clothing shop Katie and May for particular mentions.
And, after 20 years, Lisa still loves what she does:
“It’s hard, it's always been hard, everyone that owns their own business knows you must be dedicated and love what you do, it's lovely to see customers and children happy. I am a very lucky person to love my job, I always look forward to going to work”
Web: armadillotoys.co.uk
Facebook: @ArmadilloToys
Instagram: @armadillotoys
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