Hamleys, a renowned toy brand under the umbrella of Reliance Brands, has expanded its presence in Italy by unveiling its second flagship store in Rome, nestled within the esteemed Galleria Alberto Sordi. This strategic expansion, carried out in partnership with Giochi Preziosi S.P.A., a leading toy manufacturing and distribution entity in Italy, comes hot on the heels of the recent inauguration of a store in Milan.
Spanning across two levels and a mezzanine, the new Hamleys outlet covers an expansive area of over 1,360 square meters, exclusively dedicated to toys. Reflecting the iconic Hamleys brand, the store’s design incorporates the familiar red and white colors, subtly paying homage to Rome’s renowned landmarks.
Highlighting meticulously organized brand sections, the store presents cherished toy brands such as Lego, Nerf, and Barbie, along with an exclusive Build-A-Bear area. Upon entering, visitors are greeted by Hamleys’ vibrant mascots, including the Ringmaster, Toy Soldier, Rag Doll, and Hamley and Hattie bear, creating an engaging atmosphere for an unforgettable experience.
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Sumeet Yadav, CEO of Hamleys Global, expressed pride in the brand’s expansion into Rome, deeming it a pivotal milestone in their global expansion. He underscored their dedication to bringing Hamleys’ timeless allure to renowned cities worldwide. “Each new market breathes life into our storied legacy, reaffirming our pledge to stand as the world’s premier toy emporium,” he stated. Following the enthusiastic reception in Milan, this marks our second collaboration with the Giochi Preziosi Group (GP Group) in Italy. “We eagerly anticipate spreading joy and enchantment to children and families throughout Italy,” Yadav concluded.
Enrico Preziosi, founder of the Giochi Preziosi Group, expressed satisfaction with the retail expansion of the English brand, highlighting the success of the first Italian store in Milan, which has attracted 800 thousand visitors to date.
“…We are certain that Rome will also become very attached to this shop, and that not only the citizens but also the many tourists who visit our Capital every year will be happy and amazed to find Hamleys just a few minutes away from the Trevi Fountain. A fil rouge between history and historical brands in Rome’s shopping salon,” added Enrico Preziosi.
In July 2019, Reliance Brands Limited (RBL) ventured into the international market by acquiring Hamleys’ global operations, marking its inaugural foray abroad. Prior to this, RBL had been managing Hamleys’ franchise stores in India since 2010.
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