Tuesday, 1st November 2011, 6:15pm

Smyths Toys, a leading children's entertainment products retailer with 49 stores throughout the UK and Ireland, have announced Amethyst Group Limited as their UK e-fulfilment service provider.

Amethyst Group, who are the UK's largest third party warehousing and distribution company for toys and a leading e-fulfilment service provider, are pleased to be the new partner for Smyths.

Steve Booker, Amethyst's Chief Operating Officer for the consumer products division comments 'We are delighted with the news that Smyths have chosen us, we have identified that Smyths are a major force within the toy industry and their plans for growth are perfect for our client base. They are also a perfect cultural fit for our plans for the future'.

Kieran Kavanagh, Smyths Head of Finance commented 'We needed to find a new fulfilment operation as our growth plans for 2012 and beyond far outweighed the capabilities of our existing provider. After a long decision making process we are thrilled to choose Amethyst as they have the experience not only within the high street sector for the toy industry, but within the whole e-commerce arena. They have the capacity and expertise to take our plans for growth to realisation. We look forward to sharing our success with them in the coming years'.

Amethyst Group also provides services for New Look, Science and Railway Museum and Secretsales.com.

http://www.amethystgroup.co.uk
http://www.smythstoys.com