Toy retailer The Entertainer plans to almost double store numbers over the next four to five years, as part of its new five-year plan.
The retailer has 32 shops and aims to have 60 open by January 2007.
'Our growth over the last 20 years has been largely organic, but now we want to reach critical mass in our target areas, which are predominantly in the Southeast of England,' said marketing manager Barry Eldridge.
The retailer opened five new shops in the last financial year, and plans up to six this year.
The Entertainer will concentrate on opening larger stores than it has done so far and will continue relocating its smallest outlets to bigger premises.
In two weeks' time, The Entertainer will open its first superstore, in Kingston upon Thames, which at 930 sq m is well over double the retailer's usual store size.
'It's our first superstore, which we will open in two 465 sq m stages. At the moment, we want to trial the idea to see if it works, since it is a big investment,' said managing director Gary Grant.
Accounts newly filed at Companies House show pre-tax profit of£1.1 million for the 53 weeks to 2 February 2002, on turnover up 32 per cent to£30.6 million.