Hamleys targets 32 stores in 18 cities by this fiscal
Hamleys targets 32 stores in 18 cities by this fiscal

Hamleys is the oldest and largest toy shop in the world and is known to be one of the finest retailers of toys globally. The brand along with Reliance Lifestyle Holdings Ltd has opened 26 stores in India. Hamleys, with its unique theatre and entertainment facilities, transports families through a world of imagination and discovery. We have exciting demos which are a part of shopping experience at all the stores. 

There exist many players in this segment, how will you differentiate yourself from the competition?

Hamleys stands out for its customer engagement and in-store entertainment. We believe in human interaction to truly enhance everyone’s experience at the store and create theatrical magic that we are internationally known for.

Another important aspect that sets us apart from the existing competition in the market is our curated collection of toys. A big part of the assortment is exclusive toys and merchandise that are only available at a Hamleys store. Additionally, we have always led the way of current consumer preferences and brought the latest and best, available globally. We keep adding new sections of toys such as STEM toys (science, technology, engineering, and mathematics) and augmented reality and tech toys.

What is your pricing strategy? What is sweet price spot in the brand that you have observed?

We have toys starting from INR 100 and go till INR 80,000. These start with small figurines, 3D puzzles and extend to battery operated ride-ones such as segways, hover boards and electronic scooters. The sweet price spot at Hamleys is around INR 700-800. Some of our best sellers are part of this category, comprising of bubble guns, two pack planes, squab sets etc.

Keeping in mind the growing customer preferences, what’s your onmi-channel strategy? Do you sell through own ecommerce or through marketplaces and which ones?

In keeping with today’s prevalent online shopping, we do retail with e-commerce partners such as Amazon, Flipkart, Snapdeal et al. This also includes popular, just in time delivery models like Scootsy, Grofers and allbutcake.com.

What’s the average store size and investment required to open a store?

The average store size at Hamleys is between 6000– 10000 sq. ft.

What are your expansion plans?

We currently have 26 stores across 14 cities in India. By end of this fiscal, we will be around 32 stores in 18 cities. We see huge potential in India and will continue to grow in double digits in coming years.

 

 

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