Reliance Retail to storm India with 20 Hamleys toy stores

HAMLEYS-ONE of world’s largest toy stores is set to storm Indian market under its tie-up with one of India’s largest retail brands- Reliance Retail.

A subsidiary of Mukesh Ambani owned Reliance Industries Limited (RIL), Reliance Retail is an extension of this private major. Currently, it operates in 1,000 stores in more than 85 cities across the country.

Under its tie-up with the UK based toy store, Reliance Retail launched the first Hamleys toy store in Asia in the city of Mumbai in April 2010. Reliance Retail President and Chief Executive Officer Bijou Kurien reported that, “Our first store in Mumbai which is spread across 21,000 square foot has got a very good response. It was a pilot store. Now this is a large store. With this we have plan to open 18 stores in India over the next seven years.”

Hamleys as a brand is a very strong and reputable. The flagship store is considered one of London's major tourist attractions, and receives about five million visitors a year. The USP of such a mammoth establishment lies in its superior range of products, variety and quality.

As far as Indian toy market is considered, it is presently valued at Rs. 15,000 crore, growing annually by almost 15%. Fuelled by a vast domestic market, the industry has now turned its attention to global markets and is fast gearing up to meet international demands.

In an effort to realise this expectation, Reliance Retail has joined forces with one of world’s top toy marketers as a part of expanding its footprint. The new stores in India will be launched under ‘Pilot Store-Large store’ category, spread across 11,000 to 21,000 square feet of space.

Hamleys Global CEO Gudjon Reynisson said that the company holds all ‘local partnerships’ for merchandising their toys in any country where dearly. And an opportunity to spread out alongside India’s largest retail brand is an added incentive.

While Reliance Retail will guide the process through their extensive knowledge of domestic market, cultural diversities and distribution network, Hamleys will provide the merchandises and also give creative direction to the whole course of action.