Our unique brand positioning
Our brand purpose
Purpose
Our purpose is to inspire reading, learning, creativity and play
Mission
To be the favourite destination for affordable, screen-free activities for the whole family
Positioning
Connecting people with feel-good ways to spend their time
Famous for
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Screen-free activities
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Great value
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Fantastic ranges
Carefully curated ranges
We inspire customers to read, learn, create and play through a differentiated, great-value product offering that brings screen-free moments to life for the whole family.
Read
We offer a compelling and accessible book range that encourages customers of all ages to read for pleasure. From children discovering stories for the first time to adults reconnecting with reading, our curated selection supports both learning and enjoyment.
Learn
Our product range supports learning through play, helping children to build confidence and develop skills from an early age. Through engaging formats and great value, we make educational experiences widely accessible to families.
Create
We inspire creativity across all ages with an extensive range of art, craft and hobby products. From children exploring creativity for the first time to adults developing new passions, our offer enables customers to create, personalise and make something their own.
Play
Our toys, games and seasonal ranges bring families together through fun, accessible and screen-free play. With a balance of everyday essentials and trend-led innovation, we provide products that engage, entertain and create shared moments.
All brought to life by a family of colleagues who are:
For us, it’s about our ability to be creative and agile; we are able to adapt to change and be smart about what we do, with the resources we have. It’s what makes us unique.
We care about each other as one team. We care about our customers, our products and every penny we spend. Caring about the things we do is at the heart of our work ethic.
Being can-do means focusing on what matters and getting it done. Whatever the situation, we rise to it because of the can-do spirit and resilience we all share.
Careers
Helping us fulfil our ambition of becoming one of the most loved retailers in the UK – the go-to place for reading, learning, creativity and play.
Our strategy
Our leadership
Corporate governance
