After working in retail, from Games Workshop to distribution giant Entertainment UK, Rob West decided to do it for himself. The MD tells TnP about the growth of his three-store Firestorm Games operation, tabletop gaming and the importance of organised play…
What’s your career background?
I’ve worked in and around the retail sector for the past 25 years, working in management for Games Workshop, Entertainment UK (Woolworths), among others.
Why did you decide to move into toy retailing?
I’d reached a point in my career where I suddenly realised ‘Why am I doing this? Who am I doing it for? What am I getting out of this? I can do this myself!’ So I did..
Tell us about Firestorm Games…
In September 2009, I decided to set up my own business as a tabletop games specialist in Cardiff. I knew I didn’t just want to have a shop but to build a destination store where like-minded gamers could come and meet up, play games, have fun and socialise… and while there, they would obviously buy the products we sell! That meant we didn’t need to be on the high street and could afford a larger premises just off the main city centre, which could accommodate the extra space we would need. The business model worked straight away and by 2013 we had to move to an even bigger premises, which was around 12,000 sq feet. We then also opened our second store inside Tesco Extra in Newport. This is a slightly different business model, leaning to more of a typical retail store, purely due to the different demographic of customer passing by our store front from the Tesco checkouts. This led us to expand our ranges to more mainstream toys such as LEGO, Hornby, action figures, pocket money toys and so on. In 2019 we opened our third store, in Swindon, and in 2021 we were in a position to expand our Cardiff store again and actually purchased the location we are in now in, Sloper Road.
How would you describe your range?
We specialise in tabletop games,
so from tabletop miniatures, rolepaying games to card games to board games.
How many brands do you carry?
We carry hundreds of brands but the key ones for us are Warhammer, Pokémon, LEGO, Dungeons & Dragons, and Star Wars.
“Watching literally hundreds of customers on a games night smiling and enjoying themselves is the most rewarding part of the job. We did that!”
Rob West Firestorm managing director2
How many suppliers do you deal with? Who are the key names?
We deal with more than 100 suppliers, many of them very small, but the key ones are Games Workshop, Asmodee, Bliss, North Star and Kingsley Distribution. We are also a member of Toymaster which gives us access to a whole range of suppliers that we wouldn’t normally have access to such as LEGO, Hasbro
and Mattel.
How do you find products?
We have regular rep visits from various suppliers and manufacturers. We also attend the Toymaster Shows, London Toy Fair and Games Expo.
What’s your selection criteria?
We focus on our core range of tabletop games but then also look for linked products that our customer demographic may be interested in, so relatable merchandise, and collectables.
What’s proving popular at the moment?
Warhammer, Pokemon and Disney Lorcana.
What lines have you started stocking recently?
Disney Lorcana and Bandai Gunpla.
How important are in-store activity and events?
Vital! Our whole business model is about providing Organised Play (OP) events to drive footfall to our stores. Customers have so many options to buy product from lots of retailers, especially online. What we do gives them an incentive to physically come and see us, which means we can interact with them, and give them an experience as well as physical product. Having a community focused around the stores gives a level of loyalty that isn’t just about price; it’s the overall sense of belonging to something that they enjoy, somewhere to socialise and meet new friends.
How has trading been for you so far this year?
So far so good, trading is up significantly on last year.
Have you been affected by price rises and stock shortages – if so, how have you dealt with that?
Yes, it’s been a real headache trying to secure enough of the right stock. Maintaining a good working relationship with each supplier is key, to the extent we now have a full-time purchasing manager who will liaise and negotiate with suppliers on a day-to-day basis.
How do you attract new customers and maintain the interest of your existing ones?
We recently employed an internal marketing manager who oversees our brand image and is focused on increasing our visibility to new customers and engaging with existing ones through social media channels and in store promotion/activities.
The future
Are you looking at expanding into new categories?
We’re always looking! At the moment we are happy with our product mix but are always looking for new ranges that can supplement our existing portfolio
What are you looking forward to seeing/stocking in Q4?
Disney Lorcana Chapter 2 will
be huge, but will be restricted
by availability.
Warhammer Legions Imperialis: again, this will be huge but likely impacted by availability.
What’s the most rewarding aspect of your job?
Watching literally hundreds of customers on a games night smiling and enjoying themselves. We did that!
What’s the most challenging aspect of your job?
Managing customer/staff expectations while maintaining a sustainable business. It’s always a challenge but enjoyable.
There are going to be significant challenges in the year ahead, with another living wage increase, utility bills are going to rise significantly, compounded with increases in corporation tax at the other end. The bit in the middle is getting smaller and smaller…
What is your all-time favourite toy or game?
Warhammer Fantasy Battle
(1980s version)
What is your favourite toy or game on your shelf?
Weta Workshop – Smaug the Fire-Drake Statue.
