Jellycat, a renowned British soft toy company, has recently stirred confusion and disappointment among independent shop owners in the UK by announcing a significant reduction in its supply to certain retailers. On June 18, the company informed several stockists via identical emails that they would no longer receive products, prompting concerns about the future of their businesses. This decision, made as Jellycat shifts its focus toward more theatrical and immersive product displays, has left many retailers questioning their status and future with the brand.
The corporation’s new branding strategy hinges on developing “immersive” experiences for its customers, most notably seen in the corporation’s costly productions at massive grocery chains. Jellycat has opened fun new themed offices globally. In addition, they’ve opened a delightful “intelligent diner” in New York City and an equally delightful “intelligent patisserie” in Paris. Taken together, these initiatives demonstrate Jellycat’s dedication to creating a joyful shopping experience that draws in a wider and more diverse audience.
Even while expanding, Jellycat continues to stress that their presentation is key. Additionally, it impacts which retailers are able to become official stockists. Those most affected by the emails dispatched to independent retailers were stores like Erica Stahl’s Pippin, an example that clearly didn’t mesh with the criteria spelled out. This has resulted in a great deal of frustration among the business owners that have touted and sold Jellycat products for years.
Charlotte Stray, manager of Rumours in Whitby, told Rock Up! how annoyed she was with the new restrictions. We had enough, weren’t satisfied, but we’d all been bummed out the last six, eight months over the supply in the first place,” she said. As an independent Jellycat stockist for more than 20 years, Rumours is proud to be a Jellycat loyalist. Yet, the unexpected stop in supply has left them in a precarious position.
As the dust settles on Jellycat’s decision, independent retailers are left to wonder what it all means. Too many Americans are tired and angry; they feel left behind. Instead, they only get small orders on a small range of products that the bigger retailers have passed on. Artist Erica Stahl spoke about her anger and disappointment. She added that, “Small independents like me can only order from a wild-card selection of mismatched odds and ends that the big stores obviously didn’t want.” This mood mirrors the mounting anger among small store owners that have been bumped to the end of the line by the chain’s recent decision to pivot.
The company’s subsequent reaction to the backlash suggests a dangerously cocky stance. The firm stresses that it is still delivering to around 1,200 indies across the UK. The company soothed the market by insisting that they are on track to increase supply. They are playing fair now, giving consistent support to both small independents and national retailers. Speaking on behalf of Jellycat, the spokesperson explained that it’s a real challenge to ensure they keep all their partners fully stocked. They are always quietly and behind the scenes working to fix planning, allocation and delivery of stock in a fair and thoughtful way.
For most of the independent store owners, the story has been quite a bit more sour. Supporter Alison McCabe echoed this sentiment, saying, “This has really left a bad taste in my mouth. The emotional toll of losing access to popular products like Jellycat’s soft toys is compounded by the challenges independent retailers face in navigating an increasingly competitive market.
Jellycat is clear that book presentation is only one aspect of how they evaluate books. They take partnerships with local businesses very seriously. They pay just as much attention to choosing their stockists so that every customer has a happy experience in every store. In this way, Jellycat characters can now be found in every corner of the country. As they deliver on the promise of quality experience, a commitment to excellent experience begs the question of where independent shops lie in Jellycat’s shifting business model.
Even amid the current chaos, Jellycat has teased that they have long-term plans for further programs to help independent stores. The company understands the value of these partnerships to the community and the design company, and endeavors to build stronger relationships in the future. Most retailers are still dubious as to whether all of this activity will solve their pressing supply and create accessibility issues right now.