It reads like Warlord is trying to do the rare thing in this hobby: open a new store without it feeling like a rushed cash grab or a clubhouse with a lock on the door.
Instead, they’re aiming for a space that welcomes brand new players, still keeps veterans excited, and actually has the room and structure to support events. Also, they want it to be a place where you can learn, browse, and play without feeling awkward. That combo is harder than it sounds, so it’s nice to see them treating it like a real design problem.
The mission: a store that feels approachable and still has hobby depth
The core idea isn’t “open doors fast.” Instead, the goal is a balanced space that can do multiple jobs well. On one side, it needs to be a proper retail environment where someone can walk in cold, ask what Bolt Action or Konflikt ’47 is, and not feel like they just wandered into a private tournament prep room. On the other side, it needs to be a hobby space that actually supports painting, demos, leagues, and events in a way that feels welcoming, not intimidating.
They call out that leaning too far either way breaks the spell. If it becomes mostly club space, it can stop feeling approachable for new folks. However, if it’s purely retail, it loses the long-term engagement that comes from people playing games there, meeting other hobbyists, and building routines. So, the “right answer” is something in the middle, where staff and layout can support learning and discovery as much as buying a box.
Just as importantly, they want this store to be independent enough to try new ideas. That means it needs room to experiment with what works in store, like how demos run, how events are structured, and how the space feels day to day. Yet it also needs to stay close enough to Warlord HQ that those experiments can be supported, measured, and reused elsewhere. In other words, it’s meant to be a practical testbed, not a replacement for what already exists.
Why the North West stood out: scale, access, and multiple communities
Once the goals were clear, they widened the search to the region level. The North West of England popped fast, and the reasons are pretty grounded. It has a huge population spread across a network of towns and cities, which means you’re not relying on one downtown area to carry the entire store. Instead, you can draw from lots of different local groups that already exist.
That matters because a store like this needs regular foot traffic and repeat visits. So, it helps when it’s accessible to many communities rather than “owned” by just one. Transport links were also a key factor. Strong rail connections and road access make it easier for people to pop in casually, which is often the difference between “I’ll go someday” and “I went this weekend.”
Why Wigan won: the M6 spine, regeneration, and more budget for the hobby bits
As the search narrowed, connectivity became the big deal. The M6 corridor is basically the spine of the region, and being near it means the store can function as a hub rather than a local niche spot. Links to the M62 and M56 matter too, because they widen the practical travel radius. Also, they still wanted it close enough to HQ for support, while not sitting directly in its shadow.
Wigan pulled those strands together. It’s positioned between Manchester and Liverpool, and it’s surrounded by strong towns. Meanwhile, the town centre is undergoing regeneration, which is a fancy way of saying more investment and more reasons for people to be there anyway. That’s huge, because a hobby shop does better when it’s part of a place people already visit for other stuff.
They also highlight commercial realities, but in a hobby-positive way. A sustainable location means they can spend more on what players actually experience inside the store. So, instead of money vanishing into overhead, it can go into stock depth, in store armies, terrain, events, and staff time. And since they tested locations against consistent criteria, Wigan kept winning the more they stress-tested the decision.
Summary
Now the fun part begins. They’ve got the keys, the prep work is underway, and the next updates should be about layout, armies, terrain, and the opening timeline. If they execute this the way they’re describing it, this could become the kind of shop people treat like a hobby destination, not just a place to grab a blister on release day.
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