STRATEGIC REPORT continued
Strategy and objectives continued
Our brands continued
The Warhammer settings are incredibly rich and evocative backdrops. They’re populated by more than three decades of fantastical
characters and comprise thousands of exciting narratives. We are committed to making it easier than ever for people to discover, engage
with and immerse themselves in our IP. Aided by a small, senior team we have already begun to find new partners, and new ways to help
us bring the worlds of Warhammer to life like never before. Together, we’ll continue to explore animation, live action, video games and
more. We’ll present the very best aspects of our rich IP, delighting audiences while always ensuring we do no harm to our core miniatures
business.
Business model and structure
We are a vertically integrated business. We design, manufacture, distribute and sell our fantasy miniatures and related products. These are
fantasy miniatures from our own Warhammer 40,000 and Warhammer Age of Sigmar universes. We are an international business centrally
run from our HQ in Nottingham, with 78% of our sales coming from outside the UK. We have our two main factories, a paint factory, two
warehouse facilities, design studios and back office support functions - all are based in or near Nottingham.
Design
We design all of our products at our HQ in Nottingham. Employing c.300 people, the design studio creates all the IP and all the associated
miniatures, artwork, games and publications that we sell. Annually, these specialist staff produce hundreds of new sculpts, illustrations,
rules, stories etc. enabling us to deliver new products every week and continue to keep our customers engaged and excited. In 2022/23 we
invested £17.3 million in the studio (including software costs) with a further £6.7 million spent on tooling, the majority of which was for
new plastic miniatures. We are committed to investing in these areas at an appropriate level every year.
All of our plastic miniatures are branded as Citadel Miniatures, a mark with an unparalleled reputation for quality. It denotes both a style
and level of detail that we apply to both our own worlds (Warhammer 40,000, Warhammer Age of Sigmar etc.) and those of others, e.g.
Lord of the Rings. Our resin miniatures, designed for more experienced customers, are branded as Forge World and are less widely
available than their plastic counterparts.
Many customers love personalising their miniatures and our Citadel Colour paint range, brushes and accompanying painting system are
designed to help everyone from the complete beginner to the most experienced painters in the world achieve great results. In the pursuit
of ever better, we continually develop new types of paint and ways of using them. The result - our paints are used the world over. And for
painting more than just our miniatures.
When not interacting with our miniatures, many customers enjoy reading stories set in our rich and immersive worlds. Under our Black
Library imprint we publish new titles every year, from short stories and audio dramas through to full length novels and audio books. These
we make available in physical bookstores, third party digital platforms and through our own retail and other specialist stores.
Manufacture
We are proud to manufacture our product in Nottingham which is the centre of expertise for our global business. It’s where we started and
where we intend to stay.
Logistics
Our product is distributed from our main warehouse at our HQ (Eurohub) or our warehouse (EMG) approximately 25 minutes away. These
warehouses supply our two hubs; one in Memphis, Tennessee and one in Sydney, Australia. Between these four warehouses, we are able
to directly supply our independent retailers, our own retail stores and fulfil our online orders.
Sell
Our core revenue is generated via three channels, our own stores ‘Retail’, third party independent retailers ‘Trade’ and our online store
‘Online’. We also sell via our licensing partners. We support these channels and activities via our digital and marketing team.
Retail - our stores provide the focus for the Warhammer hobby in their geographical areas. Our stores only stock Games Workshop
product. They are where we recruit the majority of our new customers. To do so, the stores don’t offer the full range of our product, only
starter sets, new release products and the appropriate extended range. At the period end, we had 526 of our own retail stores in 23
countries. We have 399 single staff stores: small sites, each one operated by only one store manager. We also have 127 multi-staff stores,
which, like our single staff stores, are constantly reviewed to ensure they remain profitable. If not, they will probably be converted to single
staff stores.
Trade - we sell to third party retailers under closely controlled terms and conditions. Independent retailers are an integral part of our
business model helping us to sell our products around the world and importantly in areas where we don’t have our own stores. Games
Workshop strives to support those outlets which help to build the Warhammer hobby community in their local areas. The bulk of our sales
to independent retailers are made via our telesales teams based in Memphis, Nottingham and Barcelona. We also have small telesales
teams in Sydney, Tokyo, Shanghai, Singapore, Hong Kong and Kuala Lumpur. In 2022/23 we had 6,500 independent retailers (2022: 6,200)
in 71 countries. We strive to deliver excellent service, operating in 20 languages covering all time zones. Independent retailers sell from
their physical stores as well as their own online web stores.
4 Games Workshop Group PLC