Iconic toy retailer Hamleys is making its Italian debut through a strategic partnership with Giochi Preziosi S.P.A (GP), a prominent figure in Italy's toy manufacturing and distribution sector. Founded in 1760 by Britisher William Hamley and acquired by Reliance Brands Limited (RBL) in 2019, Hamleys currently boasts 191 stores in 15 countries.

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Under the agreement, GP has secured exclusive rights to operate Hamleys stores throughout the country, the company said in a statement on Thursday (September 14).

Located in the heart of Milan, on the bustling Corso Vittorio Emanuele II, adjacent to the historic cathedrals of Piazza del Duomo and Piazza San Babila, the new Hamleys store is set to be followed by another flagship location in Rome.

While its iconic Regent Street store in London remains a global attraction, Hamleys has been steadily expanding into new markets, recently establishing its presence in the Balkans with stores in Albania and Kosovo, and enhancing its presence in existing markets like India and the Middle East with the opening of a store in Qatar.

"The new store launch is timed perfectly with a refreshed store design concept, and we're eager to weave new unparalleled experiences for children and families," said Sumeet Yadav, CEO of Hamleys Global.

Spanning an impressive 13,300 square feet, the flagship Milan store boasts two levels with a vibrant red and white interior, capturing Hamleys' essence of fun, magic, and theatre. The store offers a multitude of engaging experiences centred around play, including brand sections featuring beloved toy brands such as Lego, Nerf, and Barbie.

Additionally, the store offers an extensive selection of toys across all children's play categories, featuring both Hamleys' proprietary products and vendor-branded merchandise.

"Giochi Preziosi is extremely delighted with the conclusion of the exclusive franchising agreement with the iconic Hamleys brand and is very excited with the launch of the first store in Milan and looking forward to the upcoming projects lined up and to continue with the retail development plan in the country over the years ahead," said Enrico Preziosi, Founder of Giochi Preziosi Group.

The grand inauguration of Hamleys Milan took place on September 14, marked by a celebratory parade in front of the store, culminating in a bell-exchange ceremony. The doors to the store are now open to the public, inviting all to experience the enchantment of Hamleys.

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(Edited by : Shoma Bhattacharjee)

First Published:Sept 14, 2023 5:29 PM IST