Swansea headquartered Character.com, which has investment from BGF, has opened its first store at theMcArthurGlen Designer Outlet in Bridgend. The store will provide a showcase for its range of licensed character clothing and accessories from franchises including Harry Potter, Peppa Pig, PAW Patrol, and Star Wars, as well as exposure of its new branding and brand mascot developed for it by Kids Industries (KI). The business is planning to open around four more stores in 2024.
Character.com’s CMO Darren Morris said: “With a broad customer base, our messaging needs to adapt slightly depending on who we’re talking to. Whether it is Grandaprents, Godparents, Aunties or Uncles, our language needs to be kept simple and playful and KI really got to grips with that. Their insight-led approach to understanding our audience was impressive and we’re delighted with the outcome – including our first ever store.”
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