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New mobile-first Early Learning Centre website launches under The Entertainer ownership

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The Early Learning Centre (ELC) retail brand has a new mobile-first website, under the ownership of The Entertainer. 

The ELC toys and games brand was sold by Mothercare to The Entertainer in February  as, at the time, Mothercare looked to simplify its business and focus on its core business, selling children’s nursery, clothing and equipment. Since then, Mothercare has put its UK business into administration. 

But under its new ownership ELC now has a new website up and running. The ELC site has been developed by commerce services provider LiveArea on SAP Commerce, as is The Entertainer’s website. Shoppers can easily switch between the two and add products from each into a single, shared, shopping cart. Both promise faster shopping through a mobile-first approach that makes it easier to browse and buy from tablets and phones. Customers can click and collect within 30 minutes, or choose from a range of delivery options.  

Rob Wood, head of online at The Entertainer, said: “We are very excited to welcome Early Learning Centre into The Entertainer family. One of our first priorities was integrating The Entertainer and Early Learning Centre websites so customers can choose toys from both brands and only have to check out once. We are very excited to announce our new and improved Early Learning Centre website and believe it offers customer an intuitive, engaging and easy way to find and buy toys.”

Paul Lynch, area vice president and managing director EMEA of LiveArea, said: “To deliver this implementation project and integrate The Early Learning Centre into our wider web business within three months was a fantastic achievement for ourselves and The Entertainer. The new site forms another part of The Entertainer’s strong omnichannel strategy, and LiveArea is delighted to continue playing a part in this retail success story.”

The Entertainer is ranked Top150 in IRUK Top500 research while the Early Learning Centre 

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