The recent backlash following Jellycat’s decision to delist 100 loyal independent retailers has sparked serious conversation in the retail sector. Once a firm favourite in independent shops, from children’s boutiques to on-site holiday park stores, and family entertainment venues, Jellycat’s products have become synonymous with giftable luxury and imaginative play.  

But for businesses that built their offering around the iconic plush toys, the sudden news came as a shock. With emails sent without personalisation, no prior warning, and no option to renegotiate, many independent retailers have been left feeling discarded, along with their customers, and have lost a significant revenue stream overnight.  

What can we learn from this?  

1. Supplier relationships are key  

Whether you're running a holiday park gift shop, an experience-led family venue, or an on-site retail unit, your suppliers are a direct extension of your brand. The Jellycat situation shows how even successful partnerships can falter without transparent communication and mutual respect. When choosing what products to offer your guests, it’s not just about aesthetics or trends, it’s about working with partners who share your values, understand your audience, and respect your business.  

2. Protect your business with strong agreements  

Now more than ever, it’s important to have clear agreements in place with suppliers. Define expectations, outline communication protocols, and clarify how sudden changes, like delisting or stock shortages, should be handled. Building in protection clauses around notice periods or supply continuity can save your business from a serious blow.  

3. Meet the right partners in person at the show  

The Land Leisure & Tourism Show is your opportunity to meet suppliers face to face, to build genuine relationships, ask the tough questions, and explore a wide range of products and services designed for holiday parks and family entertainment destinations. When you invest in your supply chain, you’re also investing in your customer experience, and in the resilience of your business.  

Whether you're looking for soft toys, branded merchandise, glamping solutions, or infrastructure fit-outs, the show connects you with trustworthy suppliers who are ready to work with you.  

4. Look ahead to the future   

Several independent retailers impacted by the Jellycat decision have already turned the setback into opportunity, diversifying their offerings with alternative brands that align better with their values and audience. It’s a reminder to always keep your options open and never rely too heavily on a single product or supplier.  

If you're reviewing your retail strategy or looking to protect your brand in a fast-changing market, now’s the time to get connected.  

Join us at the Land Leisure & Tourism Show and discover the suppliers, strategies and safeguards that will help your business thrive.  

Claim your free ticket