Electronic store

Edinburgh’s Wonderland Models store in Lothian Road celebrates 50 years in business

Iain Reid and his team at Wonderland Models celebrate 50 years in business

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Wonderland Models, in Lothian Road, was founded in 1972 after clothing retailer Peter Barton saw a gap in the Edinburgh market for a specialist model shop.

Peter made the business one of the leading pattern stores in the country – and a family favorite in the capital – and was soon able to move the business from its first premises in Rose Street to a more great at Lothian Road, where she trades today.

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Wonderland Models offers a wide range of products suitable for all hobbies and interests.

In 1982, after 10 successful years, Peter passed Wonderland Models on to his stepson Iain Reid, who remains in charge after four decades.

The store’s range has grown and diversified over time to suit all hobbies and interests and now ships models from their Edinburgh home to thousands of loyal customers in the UK and beyond.

“We are very grateful for the continued customer support that has lasted for many generations – with parents, sons, daughters, grandparents and grandchildren all shopping with us over the years,” Iain said.

“For us, this momentous year is all about giving back to our customers.”

In the 50 years since Wonderland Models opened, the family have faced several challenges, not least the ever-changing nature of the British high street.

A shift in shopping habits saw Iain bring the business into the digital age, with his wonderlandmodels.com website seeing the store’s success continue online.

And the business has even thrived during the global coronavirus pandemic, with Wonderland Models seeing a huge uptick in trade thanks to people having more time to enjoy their hobbies – and start new ones – at home. . As a result, no staff members were laid off and the store’s online presence continued to grow.

“It really forced our customers to embrace internet shopping, which luckily we were able to accommodate,” Iain said. “We’ve also found that with more time to spend at home, there’s been a big resurgence among adults of nostalgic hobbies like model building, model trains and building toys.

“At the same time, we’ve seen a growth in collectible toys from brands such as Papo and Schleich, offering collectability and great play value – ideal for keeping children locked away from computer and TV screens.”

But running a successful business isn’t just about embracing the online world. Iain also paid tribute to his team of store staff who he says have Wonderland Models’ widespread reputation to thank.

He said the team of 11, who have more than 110 years of experience between them, bring passion, enthusiasm and a great breadth of knowledge to the job, which those they serve value and appreciate.

“With their commitment to providing the best possible customer service, they offer a level of service in-store and online that other retailers simply cannot match in my opinion,” he said.

To mark its 50th anniversary, Wonderland Models is working with local e-commerce agency Digital Six to develop and improve its online store. Iain and the team will also be running contests and giveaways as part of the company’s 50th anniversary celebrations. You will find details and information on Wonderland Models social media channels.

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