Jellycat opens Selfridges Fish & Chips shop as profit hits £240 million
The soft‑toy maker added 22 new retail sites in 2025, boosting sales 43% and planning further expansion in 2026
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Jellycat launched a Jellycat Fish & Chips shop inside Selfridges on Oxford Street on 15 March 2026, the brand said in its 2025 accounts. The shop forms part of a wider rollout that added 22 new retail locations across the UK and overseas during the year, according to The Standard.
Financial performance
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The Standard reported that pre‑tax profit rose 98% to £240 million for 2025. Sales increased by 43% to £450 million, driven by higher demand from adult collectors and a surge in social‑media exposure. The accounts show the company generated enough cash flow to support a large dividend payment.
Retail expansion in London
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The new Selfridges outlet joins other London sites such as Jellycat Airlines in Harrods and a pop‑up space in Covent Garden. The Standard noted that the Selfridges shop offers a menu of themed snacks alongside the brand's plush toys, aiming to attract both shoppers and fans of the Jellycat aesthetic.
Everything we do begins with our fans and the joy they find in Jellycat.
Mandy Pugh, chief executive
Dividends and future plans
Jellycat will pay approximately £179 million in dividends to its parent, Jelly Holdings, for the 2025 financial year, the company disclosed. The Standard added that the dividend is expected to remain within the group for reinvestment in new stores and digital experiences.
The firm plans to continue opening new spaces in 2026, with a focus on high‑traffic city centres and experiential concepts that blend retail with themed hospitality. Residents and shoppers can expect more Jellycat‑branded venues in the coming months.
Questions this report answers
+What profit did Jellycat record for 2025?
Jellycat reported a pre‑tax profit of £240 million for the 2025 financial year, an increase of 98% on the previous year, as detailed in the company’s accounts and reported by The Standard.
+How many new retail spaces did Jellycat open in 2025?
The company opened 22 new retail spaces in 2025, including the Jellycat Fish & Chips shop in Selfridges, London, according to The Standard’s coverage of Jellycat’s expansion.
+How much will Jellycat pay in dividends to its parent?
Jellycat will pay about £179 million in dividends to its parent company, Jelly Holdings, for the 2025 financial year, as stated in the accounts and reported by The Standard.
+How many Instagram followers does Jellycat have now?
Instagram followers grew by 1.3 million in 2025, bringing the total to 2.8 million, a figure reported by The Standard in its coverage of Jellycat’s social‑media growth.
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