Build-a-Bear opens its second store in Croydon

Do-it-yourself cuddly toy specialist Build-a-Bear Workshop has signed the lease for its second UK store, at Croydon, and revealed plans for an accelerating expansion programme.

The US-based retailer opened its first UK shop two months ago in Sheffield's Meadowhall Shopping Centre, and plans to have approximately 50.

UK chairman Steve Bedford said a total of four to six stores will open this year in high footfall shopping areas and malls, and a higher rate of expansion is planned next year.

The Croydon outlet opens on March 25 in the new Centrale Shopping Centre.

'Croydon will allow us to trade in a completely different part of the country and see how we trade in a town environment, rather than an out-of-town shopping centre,' Bedford said.

The opening will enable Build-a-Bear to compare performance with Sheffield, where the retailer trades in direct competition to rival Bear Factory, owned by Hamleys.

Bedford said: 'We want to see how will we trade with or without them (Bear Factory). It helps us to mutually differentiate our businesses and if we are going to expand together, we have to learn how it will work.'

He was 'happy' with Christmas trading, but would not reveal figures.

However, he said: 'We invite customers to rate us on a scale of one to five and we reward our managers and staff on the basis of how many fives they get. More than 90 per cent of customers are giving us fives.'