Hamleys to restore its London retail store

Toys retailing giant Hamleys is planning to revamp its iconic London store. The brand is in the final stages of refurbishing the seven-floor store situated at London’s Regent Street.

Toys retailing giant is also planning to open pop-up concessions and stores in Manchester, Liverpool and Newcastle in England, Western Europe, Australia, the US and Canada.

In spite of incurring a loss of nearly 10 million, the company, with 179 stores in 16 countries, is working through to modify the experience of toy retailing for its customers.

While many other British retailers are embracing the phygital fixtures to improve sales, the brand’s decision to refurbish its landmark store reflects their assurance in the brand and strategy.

Reliance has been operating the Hamleys franchise in India and has developed close relations with the brand. The investment by Reliance right before the spread of the pandemic is an added advantage to the company’s 260 years old legacy.

Since the present situation has restricted in-store interactive demonstration of toys, the company has lined up its website relaunch by the end of this year to offer enhanced experience with utmost safety.