Kenji is gearing up for significant growth with its plushies and stationery ranges becoming increasingly recognisable across the UK.
- Former Clintons CEO Eddie Shepherd leads Kenji’s expansion plans, aiming to double its store numbers within a year.
- Kenji is investing £4m to open new stores in the UK and the Netherlands, aiming to enhance its presence.
- Store and product upgrades, including new categories, are central to Kenji’s strategy to stay competitive.
- Kenji introduces a loyalty scheme and plans to launch a gaming app to foster customer engagement.
Kenji, a British retailer inspired by East Asian themes, is preparing to expand its presence across the UK and internationally. Over the next year, the company plans to double its store count under the guidance of new managing director, former Clintons CEO Eddie Shepherd. Shepherd acknowledges the brand’s initial advantage of being unique in its sector but notes that competition from other retailers like Miniso and Søstrene Grene has intensified. Despite currently operating only 10 standalone stores, Kenji’s partnerships with HMV and Clintons have amplified its visibility in numerous UK towns.
Kenji’s growth strategy includes a significant £4 million investment to open 12 more stores across the UK and its first international location in the Netherlands. The upcoming openings feature both standard-sized stores and larger flagship stores, including a new location planned for Westfield White City by December. Kenji’s ambition is to eventually saturate the UK market with 50 to 70 standalone stores, offering expansive coverage nationwide.
The retailer is also enhancing its existing store network by relocating certain outlets to larger units and refreshing store designs. Over its 10-year history, Kenji has evolved through various retail concepts, culminating in a premium shopping experience highlighted by its larger stores like the Trafford Centre. This revamp aligns with Kenji’s commitment to providing an experience that meets customer expectations while differentiating itself from competitors.
Kenji’s product development is robust, with new categories such as paper, cards, gift wrapping, and beauty items expected to launch soon. Seasonal product offerings like Halloween ranges have seen impressive growth, with plans to expand distribution facilities to accommodate the broader range. This expansion necessitates increased staffing and investment in systems for product and branch merchandising.
To build stronger relationships with its customers, Kenji has launched a new loyalty scheme, the Kenji Club, which has already increased average customer spending by 75%. The initiative aims to reward frequent customers and distinguish Kenji from competitors. Complementing this, a new gaming app, Kenjiland, is set to launch, intended to engage the brand’s target demographic. It will begin as a gaming platform, with plans to integrate transactional features later, enhancing the overall retail experience.
Kenji is poised to become a more familiar presence on the UK high street as it embarks on ambitious growth and innovation plans.
