Party shop of the Year 2004

 With patronage from local celebrities, Oscar's Den is used to the spotlight. True industry recognition has now come for the retailer winning a prestigious party industry award that recognises its commitment to the sector.

This year's winner of the Party Shop of the Year accolade is Oscar's Den of Abbey Road near Swiss Cottage and St Johns Wood, London.

The annual four months search for leading party retailer in the UK took the judges to the location the Beatles' recording studio and one of the groups most famous album covers.

Oscars Weiner is a former children's entertainer who opened his party shop in 1983. It is 1200 square feet of retail space that is packed to the rafters with party goods. There is also an adjacent shop dedicated to weddings.

He believes that one of the strengths of his shop is the personal touch which he thinks is lacking from some of the larger chains. "Chains do not have any identity. We really care about our customers."

What were the judges looking for?

As before, the three key elements were Appearance-visual merchandising, shop layout and cleanliness; Attitude - customer service and products knowledge of staff; and Advertising - how the business promotes itself.

Oscar's Den, which had been nominated by Ernest Reiter of Amscan, scored highly on customer service, friendliness, knowledgeability of staff and understanding of its markets.

Comments from the judges include: "Extremely hospital", and "great location (despite being off-high street)".

The judges paid particular attention to the quality of the staff in the shop. They work together well as a team and help provide the happy atmosphere that exists there. They seemed to really enjoy their work.

Staff numbers vary from four to six, according to the times of week and seasons. There is also a team of delivery drivers for the bouncy castles, bubble machines, disco lights, tables and chairs and garden toys, plus around 25 entertainers on their books who cover most fields.

Balloon deliveries for every occasion are an important part of the business. They have even been known to deliver them for funerals.

The key companies that Oscar works with include Amscan, Smiffy's and Unique Party. Second tier suppliers include Cornelius and Playwrite. Favoured wholesalers are G.O. international and Up Up and Away.

So, what about its famous location? "it's ideal spot. People see the shop as they drive by; people call in to ask for directions to the music studios, then look around; there are lots of famous theatre people nearby; it is very cosmopolitan, lots of different religions practised - it has the lot!" commented Oscar. Despite being a major thoroughfare, there is parking outside. (Regarding famous people, Liam Gallagher visited the store and spotted a wig of himself, which he promptly signed!)

The shop is promoted through mail shots to customers, including press releases dedicated to special occasions such as weddings and fireworks-enhanced -parties. Also, at weekends, members of staff stand outside the shop and give out balloons. They even have a character costumes called Oscar who is pat of the company's brand.

When asked about his secret of success, Oscar replied: "This is a happy business. By being happy and enthusiastic, you can make your customers happy. After all, we are in a very privileged position . We help people celebrate all the important things throughout their lives. Very few people in other trade sectors are in our position. Just be helpful and attentive to customers at all times regardless of how much or little they spend."